Assurances Maghrebia chooses Inetum to strengthen customer relations with Microsoft Dynamics 365

Assurances Maghrebia, a key player in the Tunisian insurance market, intends to consolidate and develop its market position by transforming its customer relations through service excellence. Inetum helped the insurer take this step by deploying Microsoft Dynamics 365 CRM.

Founded in 1973 in Tunisia, the Assurances Maghrebia group, which employs around 400 people, decided to implement a CRM to enhance the efficiency of its interactions with policyholders. “In our sector, customer satisfaction and loyalty are increasingly essential,” says Amine Arous, the company's digital transformation manager. “We want to transform our customer relations with a pro-active approach focused on the specific needs of our policyholders.”

The group was looking to equip its Customer Relations Center (CRC) with a tool capable of enabling advisors to respond effectively to all requests from the very first call. Dynamics 365 was chosen “for its power, modular capabilities and unified management of customer interactions”. Priority was given to the deployment of the Customer Service and Customer Voice modules, which provide a 360° view of the policyholder, as well as complete tracking of his or her history.

Inetum's proven expertise in the insurance sector

Inetum was chosen to integrate the solution following “a highly demanding selection process”, explains the head of transformation at the insurance company with some 100,000 customers. “We selected Inetum for its teams' long-standing experience and expertise in the insurance sector, enabling them to understand our specific features and needs.”

With over 130 customer request processes to integrate, “Inetum presented a pragmatic and realistic roadmap for implementing the solution”. The approach adopted was a hybrid one: a linear process for gathering the expectations of the various stakeholders, and an agile approach for the implementation, parameterization and acceptance of the solution. Amine Arous praises “the flexibility, responsiveness, ability to anticipate and skills of Inetum's teams”, which enabled him to meet the objectives and deadlines. “Inetum also helped us to define the types of customer requirements,” he adds.

A more responsive and productive CRC thanks to Dynamics 365

Delivered in early 2024, the project is bearing fruit. “As soon as it went live, we noticed an improvement in the CRC's responsiveness, as it now handles more first- and second-level requests than before, which eases the load on the back office,” notes the insurer's head of digital transformation. However, the KPIs for customer satisfaction and processing time have not yet reached their targets. But “we're clearly on an upward curve, and they confirm the positive impact of the solution”.

Generative AI: a step towards service excellence

Amine Arous particularly appreciates the arrival of Dynamics 365's generative AI assistant. “Copilot saves a significant amount of time in drafting email responses to requests”, he points out. The group is now working on registering the knowledge base to fully exploit the potential of GenAI.

Assurances Maghrebia is continuing its long-term transformation project, aimed at continuously improving its customer relations. The next step is the deployment of Dynamics 365 Sales and Marketing modules. A future project on which Inetum intends to position itself to continue supporting the insurance company's development.