23 December, 2020 EME, the virtual assistant that deals with reports via WhatsApp In Mutua, they asked themselves, "If our clients communicate with their entire environment via WhatsApp, why can't they contact us in this way? EME not only deals with questions through this application but also handles accident reports and other formalities. By 2020, WhatsApp had already become the most widespread messaging app among all users. This application was even serving as a customer service channel for many companies. At Mutua Madrileña, they not only wanted their customers to contact them via WhatsApp: their goal was to automate this communication. This purpose could be possible thanks to a virtual assistant based on Google's Artificial Intelligence, which could also process transactions in its private area. EME, a multichannel assistant The Mutua Madrileña Group is the second largest non-life insurance group in the Spanish market, the largest in health and the third largest in motor insurance. That translates into 10.5 million policyholders. A few years ago, it began a digital transformation process that led it to create and improve its channels. Already in 2017, they saw in "conversational marketing" the opportunity to connect with today's consumers. So EME, a virtual assistant available 24/7, was forged. EME was born in 2018 with the vocation of being a multichannel assistant. It has been going through different phases and acquiring capabilities as it has been implemented in different channels. It started as an information bot embedded in the web that responded to more than 600 intents (topics). It was brought to Google Assistant after adapting its content to the conversational voice style. The possibility of login was implemented to personalize the responses to the user's information. And it reached 950 intents. Processing reports via WhatsApp EME has been a revolution in virtual assistants in the insurance sector because it became the first to offer its policyholders the possibility of registering an accident report via WhatsApp. In this way, Mutua turned an unpleasant process into something very simple to carry out using an application that any consumer is used to handling in their day-to-day lives. With EME, we are transforming the way we interact with our customers and becoming the spearhead of customer service in our industry. Juan Larrauri, Head of Digital Strategy at Mutua Madrileña But how can EME process accident reports via WhatsApp? The keys: Its architecture, with an inbound agent that directs user queries, according to their subject matter, to other specialized agents. Authentication capacity, with which the insured can access their own space where their personal details appear. Maximum security thanks to the real-time data anonymization system that enables compliance with all GDPR and PCI-DDS requirements. More than 2 million interactions EME has become such an essential channel for Mutua Madrileña. 83% of searches on the website are carried out through the assistant. What's more, 3 out of 10 mutualists use EME to manage their policies. In 2020 alone, the conversational agent had around 2.1 million interactions relating to more than 1,000 different intents: frequently asked questions, insurance details, receipts, changes of personal information... The latest study conducted by Mutua has revealed that the level of user satisfaction with EME stands at 68%, a very high ratio, especially when compared to other chatbots in the insurance sector.
