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As a leader in the individual insurance sector and ranked as the third-largest life insurer in Europe in 2014, CNP Assurances is undoubtedly a major player in personal insurance in France. The CNP Assurances group is structured in a disintermediated way since it insures individuals through partners like La Banque Postale, Caisse d’Epargne, or Amétis. Indeed, CNP Assurances doesn't have clients in the "classic" sense of the term but manages the relationship with its partners' clients. To handle this disintermediated relationship, CNP Assurances has set up specific telephone numbers based on the type of contract and the partner. It can happen that a client is unaware of the number dedicated to their need and will then call the CNP Assurances switchboard number to get this information, which can lead to a complicated customer experience and unnecessary internal processing costs.
Initially, the website offered a Contact page that was difficult to access via a link available in the footer. The Contact page listed a multitude of phone numbers that the client had to go through to identify the right service. At the same time, this page offered few alternative solutions to the phone (like autonomous routes, contact forms, etc.) To address this situation that shifted the problem to the client side and generated low-value calls to the wrong numbers, CNP Assurances integrated visual IVR. Visual IVR is available from all pages of its website regardless of the device used. There are two different routes:
Addition of a highly visible "Contact Us" button in the header of all the website pages. On the Contact page, the numbers become clickable (mobile experience) or are replaced by the "Contact Us" label (useful for tablet and desktop experience) In both of the above cases, when the client clicks on a "Contact Us" button or a phone number, the Visual IVR opens as a widget.
Originally, the switchboard number offered a long qualification to identify the need and the type of partner of the caller. Unfortunately, the diversity of possible cases being too complex to qualify via an Interactive Voice Response, many calls were redirected to the switchboard (see Return in images). That's why CNP Assurances implemented the "Dial-to-Hub" solutions, which allow pushing the visual interface once the client dials the switchboard number on their smartphone, and also the "SMS-to-Hub" solution at various key points of the IVR, encouraging callers to receive an SMS. This SMS containing a specific link, opens the visual IVR and allows the user to access the existing autonomous solutions. Also, discover the case of Mairie de Paris, which also implemented the "SMS-to-Hub": Read the article
