Mutua Madrileña: Enhancing Customer Experience with WhatsApp Virtual Assistant
Technology Category
- Infrastructure as a Service (IaaS) - Virtual Private Cloud
- Wearables - Virtual Reality Glasses, Headsets & Controllers
Applicable Industries
- Automotive
- Finance & Insurance
Applicable Functions
- Sales & Marketing
Use Cases
- Usage-Based Insurance
About The Customer
Mutua Madrileña, founded in 1930, is one of the largest insurance companies in Spain. The company provides life, auto, health, and accident coverage, as well as pension and investment funds. With its headquarters in Madrid, Mutua Madrileña serves over 2 million customers. The company's mission is to simplify insurance claims to give people peace of mind. It is the most widely used insurance provider in Spain, with hundreds of thousands of customers across the country.
The Challenge
Mutua Madrileña, one of Spain’s largest insurance companies, faced the challenge of reaching its customers who were increasingly present on digital channels. With 74% of its customers using digital platforms, the company wanted to leverage existing channels to support and reach its customers, rather than just building new apps. The COVID-19 pandemic further accelerated this need as more people started using WhatsApp to communicate with friends, family, and brands. The company recognized the need to be present on WhatsApp to enhance conversational commerce and free up existing agents to handle more complex customer service queries.
The Solution
To address this challenge, Mutua Madrileña integrated WhatsApp Business into its existing systems with the help of Infobip. The company developed a WhatsApp chatbot that could handle multiple conversational workflows on more than 1,000 topics. Customers could start a conversation by simply adding the number to their contact list and saying ‘Hola!’. The chatbot could provide customized information related to specific claims, access invoices, activate a claim in case of an accident, answer questions about current auto claims, provide access to loyalty initiatives and coupons, and offer discounts for loyal customers. This made Mutua Madrileña one of the first insurance providers in Spain to offer such support via WhatsApp.
Operational Impact
Quantitative Benefit
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