Defining a digital-friendly portfolio of products for Europ Assistance Belgium

AXA car CJ.jpeg

Challenge

  • Define Europe’s assistance’s product portfolio strategy towards digital friendliness and growth of direct channels

  • Redesign tempo and annual product packages and positioning

  • Redesign corporate product packages and positioning

  • Adapt Europe Assistance Belgium brand book to reflect the new positioning and key messages

Europe assistance is a global operator in personal assistance services in the areas of travel, automotive, health, home and family. Each year in Belgium, Europ Assistance handles around 425.000 calls and manages around 190.000 files to assist Belgians across the globe. Although leader within the group in terms of direct distribution, Europ Assistance Belgium called in Belly & Brain to reinforce its direct distribution positioning redefining its portfolio strategy and portfolio products towards more digital-friendliness.


Solution & services provided

  • Portfolio positioning and sales performance analysis

  • Benchmarking across Belgian market

  • Traveller’s market segmentation based on socio-styles and quantification

  • Product portfolio architecture definition

  • Get, grow, keep strategy across portfolio

  • Product strategy market testing support

  • Travel Tempo & Annual product packages definition

  • Corporate travel product packages definition


Collaboration duration

Portfolio architecture definition : 4 months

Product packages (1,5 months to 2 months) per package

Results

A strong market-fit allowing Europ Assistance Belgium to further improve its distribution, P&L & relevancy towards Belgian travellers.


What they say about us

“We were looking for a partner that could mix strategy, real life experience and data analysis – this is exactly what we found in Belly & Brain. Their mix of profiles allowed us to get the industry insights we needed, provide us with a clear vision of our business and highlighted the best practices within our field. All of this culminated in the review of our product portfolio allowing us to deliver a range that responds to the needs of the modern traveler and matches our growth ambitions”.

Jan Van Heel, Chief Marketing and Digital transformation Officer, EUROP ASSISTANCE BELGIUM


SOME THOUGHTS ON THE SAME TOPIC

Blog
Banner_partnership_linkedin-02.png
Exempla and Belly & Brain Launch Partnership to Help Associations Develop Digital Business
Looking at those who succeeded in digital transformation and predicting who will win in 2019
Looking at those who succeeded in digital transformation and predicting who will win in 2019

Each year, around Christmas, I have fun reading the predictions for the following year, and, depending on what I read, my mood balances between amusement, doubt, glee or even sometimes anger. In 15 years of experience in digital, I have seen the “hype cycle” of Gartner evolve through time, right or wrong, too optimistic or too pessimistic. But its easy to criticise and never do the exercise - so this year, it’s my turn to dip my toe into it and we’ll see in the coming years if I was right or wrong.

5 Reasons Why Understanding your Current Customer Journey is Key to your Digital Transformation
5 Reasons Why Understanding your Current Customer Journey is Key to your Digital Transformation

When you receive the mission to design your digital transformation & new customer experience, whatever it is a new challenge or your daily routine, you most probably already have tons of ideas and ambitions, fed by market trends, new technologies, management requirements, success stories, group strategy, … but is this enough to start to build your new vision?

Why you still need a Digital Strategy, maybe today more than ever
Why you still need a Digital Strategy, maybe today more than ever

The big trend nowadays is to say that a Digital Strategy is no longer needed, that digital should be embedded in all strategies, it is mainstream, part of a global approach and that stand-alone digital strategies are no longer needed... that Digital strategy *IS* your Business strategy. But can you really do without one today?

5 tips to introduce simplicity in your business culture
5 tips to introduce simplicity in your business culture

A simple experience generates many benefits for your customers, but how can you deliver this promise? If your company is already complex for your own employees, the outcomes of your internal process will definitely not be simple for your customers. The first step is to implement simplicity inside your organisation, and here are 5 tips on how to start simplifying your company !

The rules of a good benchmark
The rules of a good benchmark

Too often in organisations, we have seen benchmarks that missed the point and didn’t reflect the reality of the market. The focus was either on details or on a very limited aspect of the brand experience and that was not delivering enough beef to solve the problems we were confronted to.

Simplicity as a cornerstone of deep customer centricity
Simplicity as a cornerstone of deep customer centricity

Customer centricity counts as one of the key challenges in today’s competitive world, but how can we make that concept more tangible? Simplicity can provide a reliable compass to help companies to develop customer-oriented experiences. This article will introduce you to the definition of simplicity and how it can contribute to close the gap between your company and its customers.

7 steps to design an actionable customer journey!
7 steps to design an actionable customer journey!

You were just promoted with customer journey? Or somehow, the topic has become your new challenge? Congratulations! And welcome in this fascinating adventure where you will find the best opportunities to get a stronger knowledge of your organization and of the many ways customers aspire to interact with it.

About Omnichannel Customer Journeys: Introducing our new series of blog posts
About Omnichannel Customer Journeys: Introducing our new series of blog posts

After 2 years working at Belly & Brain, we all thought it might be the moment to start sharing some of our observations, learnings and experiences with our followers, friends, past colleagues and customers.

We're looking for customer experience strategists!
We're looking for customer experience strategists!

Do you love analysing customer journeys of Europe's largest brands? Sense how these are lived, felt, experienced from a customer's perspective? Analyse how these meet the brands' business objectives, not only in terms of satisfaction but also acquisition & value creation? Challenge them with how other players in the same industry or elsewhere do?

MORE CASE STUDIES

Cases
Designing AXA Belgium's unique B2C & B2B digital experience
Strategy, Digital management
Designing AXA Belgium's unique B2C & B2B digital experience
Strategy, Digital management

AXA Belgium brings together 3200 brokers, 450 bank agents and 3500 employees to put their expertise at the service of 2.9 million customers, offering flexible insurance products adapted to real life needs. In order to reach its ambitious marketing and customer strategy, AXA insurances Belgium partnered with Belly & Brain to define its digital strategy within its distribution strategy & strong collaboration with brokers, and the underlying user experience and interfaces of the B2C & B2B websites.

Strategy, Digital management
Reinvent NRJ to grow its leadership among young Belgians
Strategy, Next generation business, Customer experience
Reinvent NRJ to grow its leadership among young Belgians
Strategy, Next generation business, Customer experience

NRJ Belgium is a private belgian radio station part of the french group of the same name. Targeting audiences between 12-34 y.o., their main challenge is to maintain relevance and value in a fast-evolving landscape of new technologies, media and players. Facing these strong challenges the NRJ teams partnered with Belly & Brain to reinvent the NRJ experience.

Strategy, Next generation business, Customer experience
Redesigning Shurgard Europe's customer & employee customer experience
Strategy, Customer experience
Redesigning Shurgard Europe's customer & employee customer experience
Strategy, Customer experience

Shurgard is the largest owner and operator of self-storage facilities in Europe with 229 self-storage centres in the Netherlands, France, Sweden, the UK, Germany, Denmark and Belgium. Having revisited its brand positioning and strategy, they collaborated with Belly & Brain to design its future customer experience & the underlying employee experience, to clearly demonstrate and stand for their intended brand positioning, identify future growth opportunities in terms of practices, new products or services.

Strategy, Customer experience
Defining SNCB/NMBS' digital strategy and organization
Digital management, Strategy, Digital transformation
Defining SNCB/NMBS' digital strategy and organization
Digital management, Strategy, Digital transformation

In 2016, the Belgian national rail company “SNCB/NMBS” appointed Belly & Brain to unlock its digital and innovation challenges - Grow its digital touch points usage in terms of ticket sales and customers’ servicing & information, define the supporting digital organisation to build and run the digital activities, and review its digital and innovation roadmap, based on the strategy. Rethinking how the SNCB/NLBS services its travellers, delivers and sustains the change.

Digital management, Strategy, Digital transformation
Transforming's SWIFT support channel strategy
Digital transformation, Customer experience, Product & service design
Transforming's SWIFT support channel strategy
Digital transformation, Customer experience, Product & service design

In 2016, in order to design a true value proposal for its support services, SWIFT partnered with Belly & Brain to design their customer experience strategy, set the lines of their support product packages, define a transversal transformation plan looking into the growth of digital self-servicing, the evolution of human support services, and the improvement of its products usage simplification and in-system help.

Digital transformation, Customer experience, Product & service design
Designing AXA Belgium's car insurance customer experience strategy & developing customer-centricity
Customer experience, Digital transformation
Designing AXA Belgium's car insurance customer experience strategy & developing customer-centricity
Customer experience, Digital transformation

AXA insurances Belgium partnered with Belly & Brain to design their first customer experience strategies, isolate a design & deliver methodology allowing them to carry independently the transformation across the organisation with the right level of quality, insights, skills and ambitions.

Customer experience, Digital transformation
Defining a digital-friendly portfolio of products for Europ Assistance Belgium
Strategy, Product & service design
Defining a digital-friendly portfolio of products for Europ Assistance Belgium
Strategy, Product & service design

Europe assistance is a global operator in personal assistance services in the areas of travel, automotive, health, home and family. Each year in Belgium, Europ Assistance handles around 425.000 calls and manages around 190.000 files to assist Belgians across the globe. Although leader within the group in terms of direct distribution, Europ Assistance Belgium called in Belly & Brain to reinforce its direct distribution positioning redefining its portfolio strategy and portfolio products towards more digital-friendliness.

Strategy, Product & service design
Building social care for Verisure Belgium & Netherlands
Digital management
Building social care for Verisure Belgium & Netherlands
Digital management

Verisure is Belgium and Europe's leading supplier of professionally monitored home alarms and connected services for the smart home. While having a strong customer focus, their presence on social media was lacking focus and clear value for the company and its customers. In parallel to community management, social care was in place but with limited means and focus for the teams.

Digital management
Double digits growth of online leads for Verisure Belgium & Netherlands
Digital management
Double digits growth of online leads for Verisure Belgium & Netherlands
Digital management

Verisure is Belgium and Europe's leading supplier of professionally monitored home alarms and connected services for the smart home. Their sales process is based on a 2-stop shop strategy, with digital bringing in close to 100% of leads, later handled and converted by a strong sales force. In 2016, aiming to strongly grow their marketshare on the Belgian and Netherlands market, they collaborated with Belly & Brain to review their existing activities and plans to ensure their strong ambitions delivered.

Digital management
Defining Essent.be's social media strategy & activities
Digital management
Defining Essent.be's social media strategy & activities
Digital management

Essent.be, Belgium company part of the sustainable group innogy, supplies electricity and natural gas to 500.000 consumers and businesses in Belgium. Essent.be contacted Belly & Brain to define social media activities and a content strategy adapted to the business and its customer needs.

Digital management
Strategy, Product & service designAudrey BenoitOmnichannel customer experience, customer centricity, customer journey, insuranceComment