How MAIF Strengthens Customer Relations with RCS

Complex communication channels needed simplification

As a mutual insurer with millions of members, MAIF had already developed a strong omnichannel approach, combining email, mail, voice, and SMS. Yet, the organization faced a core challenge: how to make communications more direct, personal, and transparent while staying true to its values. MAIF wanted to ensure members could easily manage their consent preferences, engage with advisors naturally, and receive relevant updates that fit seamlessly into their everyday lives. The goal was to enrich the opt-in base and foster higher engagement without overwhelming members with unnecessary messages.

Using RCS to deliver meaningful and responsible conversations

To meet these needs, MAIF partnered with LINK to launch RCS campaigns beginning in 2023. This new channel, with its enriched format and conversational flow, provided a natural way to strengthen customer relations. For example, during the back-to-school period, MAIF used RCS to help parents access vital school certificates directly within a text message, with simple redirects to the customer portal or MAIF app. Beyond document delivery, the conversational nature of RCS allowed members to confirm opt-ins or learn more about accident coverage within the same interaction.

This approach went further than efficiency alone. Staying true to its human-first strategy, MAIF invited members to rate both the communication and the channel itself, using feedback to refine future interactions. RCS also became a platform for prevention and engagement campaigns, such as reminding young members of coverage benefits before the holiday season. In every case, the channel made interactions more transparent, interactive, and aligned with MAIF’s responsible communication principles.

Securing higher engagement and satisfaction

The adoption of RCS quickly showed measurable impact, confirming its role as an innovative and responsible communication channel.

Key outcomes include:

• ~85% open rate on a back-to-school campaign

• 56% consent collection, 100x higher than email

• 80%+ satisfaction score, with members rating the channel at least 4/5

• >70% open rate for prevention campaigns

• Up to 25x higher interaction rate compared to email

These results demonstrated that RCS not only modernized MAIF’s communication strategy but also enriched the customer experience, reinforcing trust and making access to important information smoother and more impactful.

Building the future of member communication

Encouraged by these early successes, MAIF is expanding its use of RCS into two strategic areas. The first is management, where RCS will help anticipate administrative document requests, streamline exchanges, and reduce the burden on call centers. The second is member support, using conversational messaging to guide people through key life moments with tailored communications that highlight MAIF’s offerings.

By integrating RCS into its long-term strategy, MAIF continues to strengthen the relevance and responsibility of its interactions, delivering on its ambition to provide a customer experience that is useful, innovative, and fully aligned with the values of the mutual.

A strategic approach for opt-ins

MAIF designed a three-pronged strategy to collect consent transparently and effectively. On MAIF.fr, members could manage their preferences directly within quote and subscription journeys. Advisors captured SMS and RCS opt-ins naturally during phone call conversations with members, while direct marketing campaigns via email and RCS reinforced the process.

This approach turned consent collection into a seamless part of the member experience, strengthening trust and enabling more personalized communications.