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AG Insurance is the well-established leader of the insurance market in Belgium. The financial crisis of 2008 did not affect this position. Might the digital revolution do so? This project-thesis aims to provide recommendations for the Digital Strategy management of the insurance company in its broker channel about how it should direct and formulate its services.
Indeed, AG Insurance has been selling its Non-Life products through independent brokers and the BNP Paribas Fortis bank. In order to strengthen those distribution partners, the physical and digital strategies of AG Insurance have always put the intermediaries between the insurer and the insured. Consequently, the company must respect the communication protocols towards its clients with the brokers in order to let the latter be impartial.
The Digital Strategy has been raised in this context. Firstly, the attitudes and profiles of the insurance consumers in Belgium will give the expectations and needs to address thanks to digital services. Then, the customer journey map for the digital experience will be designed and applied to all relevant competitors. This benchmark will allow to position the AG Insurance digital services among the competition. The third and largest part is dedicated to the very first analysis and report of the customer area: its description, the visits analytics, its potential, its strengths and weaknesses, its key performance indicators and some recommendations.

attitudes --- benchmark --- communication --- customer area --- customer journey --- digital experience --- digital strategy --- insurance --- independent brokers --- Sciences économiques & de gestion > Marketing