Active in life insurance, occupational pensions, real estate, loans and pension fund management, the institution provides individuals, companies and institutions with a platform of expertise and know-how.
As a major player in the Vaud economy, Retraites Populaires’ policy is to give priority to investments in the local economy, in line with its asset allocation policy and with the same risk/return ratio. Faithful to its history as a mutualist, it devotes its revenues to the interests of its customers and partners.
“Our customer base is varied, serving individuals, businesses and institutions alike. What's more, given that our products are relatively complex, ensuring personalized support and a straightforward customer experience is essential.”
The now highly competitive market is encouraging Retraites Populaires to increase its visibility and enhance the value of its products and services in order to retain and attract new customers.
“To offer services in line with our customers' needs, the Marketing, Consulting & Communication Division launched several projects in 2018 focusing on communication channels, data and customer experience. And it's precisely on this last structuring topic that we called on Activeo.”
The support approach was then launched, with the aim of defining a target vision of the customer experience that met the company’s business challenges, aligned with new customer expectations and exploiting all the potential offered by digital technology.
In particular, the aim was to identify ways of :
Simplify and streamline the customer experience
Capture new customers seduced by the promises of digital.
Leverage customer and prospect knowledge to enhance proactivity and personalization.
Gain visibility with customers by taking their requests into account and improving communication.
Experiment with and implement new channels. Respond to the need to improve request handling and reduce the number of calls.
This is where customer journey analysis comes into its own.
“We analyzed 2 emblematic paths: the underwriting path for the Modulo product targeting young customers, and the path dedicated to our annuity products. We integrated the interview conducted with a panel of customers on the 2 paths in order to have the voice of the customer.”
The multi-skilled project team includes advisors, managers, IT and the digital team. Activeo orchestrates interviews and workshops, builds the roadmap and ensures relevance and value at every stage. The Pyramid of 7 fundamental needs in terms of experience is integrated into the approach to facilitate the identification of hard points and root causes.
“This cross-functional, participative approach has given real impetus to our transformation plan and endorsed the value induced in the projects to be carried out. We now have a well-documented roadmap and operational action plan. This roadmap of projects is part of a global internal dynamic and reinforces awareness of customer relations issues.”
Actions already undertaken include :
This approach has also provided input for projects already underway, such as the creation of a customer portal and website optimization.
“Today, we're pursuing actions around the target customer experience. In the future, we will focus on projects linked to data quality and governance, the creation of a relationship program and the use of marketing automation. We also want to consolidate the use of our digital channels in order to offer personalized services and thus better retain our customers.”
