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CONTEXT
Groupama's health offer has a large number of differentiating services, unknown to policyholders and the general public. The challenge for this action was to make the offer more readable and engaging according to the different profiles and needs of each person (up to 120 possible combinations of formulas). The 2nd challenge was to renew itself in terms of format and experience, both to be attractive to the customer but also to re-energize itself in terms of internal image.
How can we make our healthcare offering, which has a large taiwan contact number number of differentiating services that are still unknown to policyholders and the general public, more readable and attractive?
SOLUTION
The SINCH teams proposed a more interactive conversational experience to discover the content of the health offer in a personalized way.
In total, the scenario was created with more than 36 possible branches, broken down into 3 stages and the possibility of replaying to test different routes:
User profile: choice between 3 family profiles and 3 senior profiles depending on age
Priority need: 2 major needs with a key figure on a Groupama commitment
Personalized suggestions of 2 or 3 services adapted according to the combination of criteria: type of client/prospect, age, profile, need, etc.
This experience allowed the process to be renewed with progressive enrollment. For the first time, Groupama obtained higher conversion rates on the Rich SMS channel compared to the email channel with 33% of quotes/rich SMS opened.
"For the first time at Groupama, the rich conversational channel achieved better conversion rates than the email channel. This shows the interest of the targets for the novelty of the channel and the possibility of discovering our many guarantees according to their appetite. This experience has made it possible to renew our customer journeys and our multichannel strategy, by integrating more synergy between the 2 channels to engage via the pedagogy of conversation and then transform by following up by emailing.
Following this experience, we further industrialized rich conversational SMS in our campaigns, with a new use case in the home universe, then by reusing the health experience last September for the back-to-school highlight." explains Florian FERCOQ, Emilie RISCH and Pierre EVERHARD from Groupama.