BNP Paribas Cardif - Voice of Customer
Discovering insurance needs of customers with behavioural analysis
Challenge - Soft Data of customers and prospects
Until then, Cardif knew customers and prospects exclusively through socio-demographic and behavioural information, linked to the possession of products or the interest shown by users in its offers. Cardif, therefore, did not have qualitative information that would identify the real insurance needs of customers and the type of communication best suited to interacting with them.
Solution - Behavioral and attitudinal analysis
In particular, the Emotional Check-Up has allowed the following characteristics to be obtained on each user:
Locus of Control
The perception of the "place" where the causes of the events of one's life reside.
The propensity for adventure and the desire to experience new and intense experiences from an emotional point of view.
The strong propensity for sociality and group visibility.
The tendency to plan one's behaviours and pursue long-term goals with determination.
to the Experience
Curiosity and openness to news and changes.
Impact - Customer-friendly insurance
Offer each user the most suitable product, based on their lifestyle, their attitude and propensity towards different types of policy, and their level of Sensation seeking.
Identify the most effective message for each user, in line with their fundamental psychographic traits (Locus of control, Extroversion, Consciousness, Openness to experience).
The project for Cardif was carried out thanks to Neosperience Cloud Technologies.