iQo > Marketing and Customer Experience > The customer relations professions of tomorrow in insurance

The customer relations professions of tomorrow in insurance

In the insurance world, customer relations professions need to reinvent themselves. In this article, we take a look at some inspiring initiatives.

In an environment undergoing profound change, insurers are facing a double pressure: that of an intensifying competitive environment, and that of increasingly demanding customers.

The customer relations professions must reinvent themselves to meet the major challenges of integrating artificial intelligenceand a shift in skills towards higher value-added missions, including personalized support at key moments in policyholders' lives.

These transformations are no longer a matter of simple anticipation: they are already underway. Organizations are changing and new professions are emerging.

Customer Success Manager (CSM) applied to Group Insurance and Prevention Solutions

At Malakoff Humanis, the reinvention of customer relations professions involves breaking with the traditional front office/back office model. The insurer has opted foran organization centered on a single middle office, where middle office managers take on a hybrid role, approaching that of a Customer Success Manager (CSM).

Gone is the model where a level 1 advisor handles simple requests and a level 2 manager handles complex cases. From now on, these middle office managers will proactively manage a portfolio of corporate clients in group insurance (health, provident).

Their mission is no longer confined to responding to requests or managing claims: they support customers over the long term, anticipate needs, promote preventive services (teleconsultation, wellness programs, etc.) and ensure the optimization of the cover taken out.

This approach, directly inspired by Customer Success practices in the technology sector / SaaS model, transforms the manager's posture: he becomes a partner in the social performance of customer companies, with a logic of personalized support and active loyalty building.

The "Customer Compliance Officer" at the heart of regulated customer relations

Faced with the intensification of ACPR controlscontrols, CNP Assurances has created specific roles for compliance advisors within customer relations teams, tasked with fulfilling a dual role: supporting advisors in handling sensitive cases in real time, and steering relationship compliance indicators (response times, quality, justification).

The "Conversation Designer" to automate customer journeys

At MAIF, the integration of artificial intelligence into customer relations took shape with the development of the "Luce" chatbot, designed to enrich the experience of member-policyholders. This project required the intervention of Conversation Designers, professionals specialized in the design of automated dialogues.

Their role is to create fluid, natural interactions between users and the chatbot, adapting the tone and structure of responses and identifying when human intervention is preferable.

The Digital Facilitator to help customers achieve digital autonomy

In a context where digitalization of services is becoming the norm, some players like L'Assurance Retraite have anticipated the challenges of digital inclusion by creating positions for Production and Digital Offer Facilitators.

These new professions, halfway between customer relations, technical support and teaching, are tasked with helping policyholders - particularly those least at ease with digital technology - to carry out their online procedures, such as consulting their file, submitting supporting documents or tracking payments.

Present in person or remotely, these facilitators welcome customers, identify any obstacles to the use of digital tools, and run workshops to promote the range of digital services on offer. The aim is twofold: to enhance policyholder autonomy, while reducing the number of calls to call centers for simple requests.

The "Responsible Customer Relations Advisor

As part of its CSR strategystrategy, Macif has committed its customer relations advisors to a process aimed at integrating the challenges of social and environmental responsibility into their interactions with members.

This initiative involves training advisors to guide customers towards responsible offers, such as soft mobility or sustainable housing solutions, and to promote eco-responsible behavior, such as repairing rather than replacing. By incorporating these practices into the customer experience, Macif is reinforcing its commitment to an equitable ecological transition for all.

Changing professions: between concrete challenges in the field and opportunities for renewal

These examples clearly illustrate that insurance customer relations are no longer a concept or a futuristic projection. They are already in the midst of transformation, driven by concrete responses to today's challenges: reinforced compliance, digitalization of services, personalized exchanges, ecological transition and intelligent use of data.

In this context, the future belongs to hybrid profiles, capable of combining mastery of technological tools, a detailed understanding of regulatory frameworks and a flair for human relations.

But beyond these demands, these changes represent a real opportunity to upgrade. For a long time, customer relations jobs were considered to be under pressure - with recruitment difficulties, high turnover and a sometimes simplistic image - but they are now taking on new dimensions.

By moving away from a model centered on reactive request management, professionals now become strategic players : partners in the customer experienceprevention advisors, facilitators of the digital transition and ambassadors of CSR commitments.