Redesigning for lifelong loyalty

In Switzerland, everyone must navigate the complexities of insurance. As customer expectations grow, insurers have to provide efficient, easy and transparent services to build long-term relationships. To do so, the website is an important and valuable channel. Recognizing this, Groupe Mutuel and our team showcased a future website designed to foster lasting customer loyalty.

Leveraging the website by putting the user first

Groupe Mutuel's current website is not providing a state-of-the-art experience, leaving users without proper guidance through their whole journey. Furthermore, business impact in terms of supporting sales and reducing service cost is not leveraged. Also from a technical perspective, it lacks the flexibility needed for scalable and easy-to-maintain infrastructure.

To address this, Groupe Mutuel and Ginetta's project team worked closely together to create a compelling business case. This collaboration marks the first step toward a user-centered, future-oriented website that fosters customer loyalty and supports business goals.

A convincing Business Case with a holistic approach

The business case aimed to wow the stakeholders, securing their buy-in and show the road to success. To do so, a visionary but still tangible vision of the future website was presented as part of the business case. Furthermore, a ROI calculation based on potential revenue and investment as well as a high-level roadmap were elaborated. All together this content was laying the foundation for strategic decision-making on the future website project. The key to the business case success was a holistic approach, considering various perspectives to convincingly demonstrate the value of a new website.

Customer loyalty through empowerment

Together with Groupe Mutuel and based on their business strategy and goals we defined the vision statement of the future website - this digital gateway where customers are enabled to be in charge of their coverage at all stages of their life. ​ With that experience, the website supports Groupe Mutuel’s positioning as an advisors that bring delight to the user, at every touchpoint.​ Based on this vision, three scenarios were designed for the business case to showcase the potential of the new vision.

Alignment through a technical vision

Through architecture auditing, interviews, and rapid prototyping, we mapped internal processes, tech stack and explored possible alternatives. This allowed us to identify realistic, actionable changes aligned with the internal IT and global business strategy. We proposed novel ways to utilize the existing CMS, leveraging existing investments as a means to reduce costs. Our vision steered the website into using a more modern and flexible architecture that enhances SEO, performance and thus, customer experience, with state-of-the-art techniques. Additionally, our intervention aligned internal teams, transforming siloed efforts into cohesive initiatives focused on business enhancements.

ROI through a clear road to success

Based on historical numbers, marketing analysis and hallway test resultats, we were able to calculate the potential profit and investments needed for Groupe Mutuel's future website. This allowed us to present a promising ROI (Return of investment). As an important part of the development of the website, we laid a high-level roadmap, considering all the different areas, phases, and dependencies involved. Th represented step-by-step approach aims to implement a website with a positive ROI within the next three years.

Bring everyone on board

The vision for the new website of Groupe Mutuel not only aims to fulfills todays customer expectations in self-service and transparency but sets a new standard in fostering loyal relationships by delighting the customer throughout their entire customer cycle while supporting the business in sales and cost efficiency. The presented compelling business case united stakeholders around this vision and ensured alignment across business, user needs, and technology by bringing diverse perspectives together in a cohesive solution. This marks for Groupe Mutuel the start towards a user-centered and future-focused website which aims to achieve a positive ROI within three years by increasing sales by 30% and reduce service costs by 37%. 

Project-Facts

Project team