Groupama guides and reassures its policyholders with audio

Background

Groupama wanted to rethink the user experience on its website, particularly on complex or sensitive pages. The aim was to support policyholders in their dealings with us, while promoting our offers more clearly.

In a world sometimes considered too technical or impersonal, audio has emerged as a natural solution to re-establish a close relationship, reassure, and make information more accessible and engaging.

The project

A dozen audio capsules were deployed in different areas of the site:

on the home page, to present Groupama's world and values,
on offer pages, to highlight products and make them easier to understand,
in the online customer area, to guide policyholders,
on sensitive pages, such as claims, lost passwords, broken glasses or water damage.

The capsules were recorded during an Open Innovation day at Station F, with a dozen digital team members from two sites.

To embody this bond of trust, Groupama called on an emblematic voice: Cerise, known to all its policyholders. The tone adopted is educational and reassuring, in line with the brand's DNA.

Results

On certain sensitive pages, 15% of visitors click on the audio capsule, demonstrating a real need for listening and reassurance.
The new system makes browsing easier, offers clearer and reinforces Groupama's role as a partner to its customers.

Listen to our audio features at Groupama :

Connection problems

Making a claim