Assistance 4.0: Combining Digital Excellence with Human Touch

In this Exclusive In Focus Assistance Article, Marie-Louise Elhabre, CEO at AXA Partners explores the digital revolution in the global assistance market.

The digital revolution, propelled by Artificial Intelligence, is reshaping all sectors, including assistance which enables us to reconsider our ecosystems, company organizations and responsibilities. We are also witnessing evolving lifestyles, consumer expectations and needs. While it's crucial to leverage the possibilities of technological advancements to answer to these changing needs, we must not overlook the pivotal role of the human warmth, particularly in emergency situations, where human intervention is essential, especially within the assistance sector.

Responsiveness is required to face the ongoing technological changes and major disruptions in the sector.

The assistance sector is on the front line when dealing with major challenges such as geopolitical instability, inflation, labour and materials shortages, as well as regulatory and prudential pressures. Simultaneously, companies are adapting to an increasingly connected^[1] customer embracing new technologies, as illustrated by the surge in ChatGPT usage, which by the end of August 2024 had become the world’s 11th most visited website with 200 million weekly users^[2]. Over the past few decades, consumer habits and lifestyles have evolved considerably. Today's mobile, demanding and hurried individuals, accustomed to omnichannel experiences, navigate in a ubiquitous digital environment where everything is at their fingertips. For assistance providers, it is crucial to be omnipresent across all communication channels, offering a high-quality connection to customers who are multi-equipped with new technologies. The aim is to meet their evolving expectations by providing services that are suited, faster and cost-effective, whether for dealing with the unexpected in everyday life or more exceptional events like travel or climatic incidents.

New technologies are transforming the assistance market. Online platforms, mobile apps and AI-powered conversations are streamlining assistance requests. Customers can be autonomous, choosing their preferred channel based on their situation. We note an improvement in satisfaction with digital channels for routine cases, with a clear preference for human contact in more stressful situations. Furthermore, the optimization of internal processes through intelligent task management tools speeds up execution, benefiting the customer. The integration of new technologies also empowers employees by freeing them from repetitive or low-value tasks, allowing them to focus their expertise on the most complex customer situations.

Putting people at the core of the assistance service

While assistance companies are adopting new technological tools, these are not the only solutions for customers. The digital divide exists^[3], and there are challenges in accessing 4G or fibre in certain areas. The human dimension cannot be replaced by technology. The empathy inherent in an assistance agent’s job is vital to support customers at moments of truth, to protect what matters, when it matters.

Direct interactions with customers also provide insights into consumer trends and developments, enabling us to envision future assistance services and protection solutions. Quality customer relations foster forward-thinking and consideration for co-creation projects with partners and companies.

It's important to explore the opportunities offered by new technological tools, such as artificial intelligence, as part of a continuous improvement process for customer and support assistance agents’ journey. The main challenge lies in striking a balance between innovation and the immeasurable value of human interaction. The use of advanced digital tools enables the assistance sector to concentrate on what truly matters: providing human support based on active listening and empathy, while respecting the customer's preferred way of interaction.

[1] In France, CREDOC's 2023 digital barometer revealed an average of ten digital devices with screens in every household. The Digital 2024 Global Overview Report estimates the number of Internet users at over 5 billion, or 66% of the world's population. 62% use social networks. According to Statista, 70% of the world's population owned a smartphone in 2023.

[2] https://www.blogdumoderateur.com/chiffres-chatgpt

[3] According to INSEE, illiteracy affects 15.4% of people aged 15 and over in France, and 1 in 3 people aged 60 and over.