{"id":43268,"date":"2024-02-28T08:10:00","date_gmt":"2024-02-28T08:10:00","guid":{"rendered":"https:\/\/sinchcomdev.local\/blog\/groupama-comment-faire-de-la-pedagogie-sur-des-services-differenciants-encore-meconnus-des-assures\/"},"modified":"2025-02-27T13:11:36","modified_gmt":"2025-02-27T13:11:36","slug":"groupama-comment-faire-de-la-pedagogie-sur-des-services-differenciants-encore-meconnus-des-assures","status":"publish","type":"blog","link":"https:\/\/sinch.com\/fr\/blog\/groupama-comment-faire-de-la-pedagogie-sur-des-services-differenciants-encore-meconnus-des-assures\/","title":{"rendered":"Comment faire de la p\u00e9dagogie sur des services diff\u00e9renciants encore m\u00e9connus des assur\u00e9s gr\u00e2ce au conversationnel\u202f?"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>CONTEXTE<\/strong><\/h2>\n\n\n\n<p>L&rsquo;offre sant\u00e9 de Groupama poss\u00e8de un grand nombre de services diff\u00e9renciants, m\u00e9connus des assur\u00e9s et du grand public. L&rsquo;enjeu pour cette action \u00e9tait de rendre l&rsquo;offre plus lisible et engageante selon les diff\u00e9rents profils et besoins de chacun (jusqu&rsquo;\u00e0 120 combinaisons de formules possibles). Le 2nd enjeu \u00e9tait de se renouveler en termes de format et d&rsquo;exp\u00e9rience, \u00e0 la fois pour \u00eatre attractif vision client mais aussi pour se redynamiser en termes d&rsquo;image interne.<\/p>\n\n\n\n<p><strong>Comment rendre plus lisible et attractive notre offre sant\u00e9 qui poss\u00e8de un grand nombre de service diff\u00e9renciants encore m\u00e9connus des assur\u00e9s et du grand public ?<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>SOLUTION<\/strong><\/h2>\n\n\n\n<p>Les \u00e9quipes SINCH ont propos\u00e9 une exp\u00e9rience conversationnelle plus interactive pour faire d\u00e9couvrir le contenu de l&rsquo;offre sant\u00e9 de mani\u00e8re personnalis\u00e9e.<\/p>\n\n\n\n<p>Au total, le sc\u00e9nario a \u00e9t\u00e9 cr\u00e9\u00e9 avec plus de 36 embranchements possibles, d\u00e9compos\u00e9s en 3 \u00e9tapes et la possibilit\u00e9 de rejouer pour tester diff\u00e9rents parcours : <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Profil de l&rsquo;utilisateur : choix entre 3 profils famille et 3 profils senior selon l&rsquo;\u00e2ge <\/li>\n\n\n\n<li>Besoin prioritaire : 2 besoins majeurs avec un chiffre-cl\u00e9 sur un engagement Groupama <\/li>\n\n\n\n<li>Suggestions personnalis\u00e9es de 2 ou 3 services adapt\u00e9s selon la combinaison des crit\u00e8res : type de client\/prospect, \u00e2ge, profil, besoin, &#8230;<\/li>\n<\/ul>\n\n\n\n<p>Cette exp\u00e9rience a permis de renouveler le parcours avec un enr\u00f4lement progressif. Pour la 1re fois, <strong>Groupama a obtenu des taux de conversion sup\u00e9rieurs sur le canal Rich sms par rapport au canal email avec 33% de devis\/rich sms ouverts.<\/strong><\/p>\n\n\n\n<p>\u00ab Pour la premi\u00e8re fois chez Groupama, le canal rich conversationnel a obtenu de meilleurs <em>taux de conversion que le canal email. Cela montre l&rsquo;int\u00e9r\u00eat des cibles pour la nouveaut\u00e9 du canal et la possibilit\u00e9 de d\u00e9couvrir nos nombreuses garanties en fonction de leur app\u00e9tence. Cette exp\u00e9rience a permis de renouveler nos parcours clients et notre strat\u00e9gie multicanale, en int\u00e9grant davantage de synergie entre les 2 canaux pour engager via la p\u00e9dagogie du conversationnel puis transformer en relan\u00e7ant par emailing.<\/em><\/p>\n\n\n\n<p><em>Suite \u00e0 cette exp\u00e9rience, nous avons davantage industrialis\u00e9 le rich sms conversationnel dans nos campagnes, avec un nouveau cas d&rsquo;usage sur l&rsquo;univers habitation, puis en r\u00e9utilisant en septembre dernier l&rsquo;exp\u00e9rience sant\u00e9 pour le temps fort de rentr\u00e9e. \u00bb <\/em><strong>explique Florian FERCOQ, Emilie RISCH et Pierre EVERHARD de chez Groupama.<\/strong><\/p>\n","protected":false},"author":39,"featured_media":43269,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_category":[],"class_list":["post-43268","blog","type-blog","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site 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