Participatory design, or how to unite customers around a common project
MMA launches “imaginons.mma”, a digital collaborative platform which aims to mobilize a community of customers of at least 2,000 members in order to co-construct the insurance offers and services of tomorrow. This space for discussion and co-creation between MMA and its members complements the efforts that the company has been making for more than 2 years around the quality of customer relations.
The platform takes the form of a website on which MMA customers are invited to share their ideas, interact with the community and give their opinion on a project or a company reflection. The site is also part of a logic of “gamification” to encourage and reward the participation and commitment of customers.
Your ideas against gifts…
In order to motivate Internet users, MMA therefore offers a reward system with gifts. But the gifts are not listed… Do Internet users also have to submit ideas for gifts? This is not specified.
A participatory site for customers
“imaginons.mma” will highlight projects carried by MMA in the form of clickable thumbnails, encouraging the community to participate. Ten consultation topics will be submitted each year to customers around various themes: CSR, personalization, remote or in-branch services, etc. Apart from the consultations, an animation system is planned to maintain the dynamics and the engagement of community members. Internally, imaginons.mma will also make it possible to anchor the “customer reflex” among employees and MMA project leaders.
Interactive “Projects” pages
Each thumbnail links to a page dedicated to a project. Participants can post their contributions (ideas, experiences, comments, opinions, photos, votes, etc.) and answer a questionnaire. Everyone will also be able to react to the proposals posted. The first project How to make tomorrow’s insurance easier? will encourage members to share their ideas to find solutions to make their daily lives easier. Additional questions will be there to guide members in their thinking: How can you help you better understand your insurance? How to simplify your daily procedures? The ideal relationship with your insurer, what would it look like? And tomorrow, how can you make your daily life even easier?
Marie Michard, manager of the Studies Department and head of the “imaginons.mma” project explains: “ Imaginons.mma is an ideal tool for forging lasting ties with our policyholders and making insurance simpler, more useful and accessible to everyone. Co-constructing is not done from closed questions or ad hoc surveys. To co-construct, it is necessary to establish a dialogue and encourage free expression and the production of verbatims in order to learn from them. With this community platform, we seek to find keys to innovation in our offers, our services, customer relations, etc. We also see it as a valuable tool to help understand our offers. Finally, we will share the “phygital” trajectory, to better understand what our customers expect from remote and in-branch services. »
Julia Sanchez, Consulting Director at FanVoice says, “ We are used to creating and running community management platforms for various insurance and finance players, which is why MMA called on us to create “imaginons.mma”. At the end of each project consultation, our AI will analyze the results of the questionnaires and the verbatims of the members in order to restore all the lessons learned. In addition to this technical aspect, we will promote through a ranking the most committed members around the consultations carried out, we will carry out interviews with contributors and highlight the MMA project leaders to “humanize” this link between insurer and insured even more. »
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