Live chat—Omni-channel customer engagement success stories

Proactive/reactive chat to better guide MMA customers

Enhances existing sales strategy with online chat to increase global conversion rate.

Company profile

MMA is a French insurance cooperative which targets consumers, small and large enterprises and local authorities. The group has over 13,000 employees, 1,500 general insurance advisers and 2,000 branches in charge of customer relationships. Having generated over 7.6 million contracts to more than 3 million clients, MMA is the third largest network of general insurance advisers. Please visit

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MMA logo

We are very satisfied with the results. (Nuance) has allowed us to refine our assistance to Web visitors and increase our conversion rate significantly. We have also witnessed a positive impact on our client satisfaction rates.

Christophe Houzé
Head of Internet and Mobile


  • Increase online quotes for auto and health insurance policies
  • Increase online conversion for non‑keyword‑generated traffic
  • Convert more traffic during peak times
  • Increase customer satisfaction on the Website


  • Proactive chat allows agents to engage the right customer at the right time with the right content
  • Reactive chat allows Web visitor to get assistance by clicking chat button which appears when triggered by online behavior


  • A 35% conversion rate vs a 6‑7% natural conversion rate
  • Over 70% of Web visitors are satisfied with their user experience on the site
  • Live chat accounts for a 20% increase in converting quotes to final policies


MMA is a French cooperative insurance group with a cutting‑edge approach to ecommerce and CRM. The company had developed an advanced keyword‑driven lead generation strategy on its Website to allow its branches to automate processing of online quotes. MMA decided to complement this strategy with an online chat program to increase its global conversion rate. The company chose Nuance leading online engagement chat solution to increase online quotes in a first phase and, in a second phase, to increase online policies.

Nuance implemented its online chat solution, allowing Web visitors to interact in real time with the sales agents of the Multichannel Consumer Contact Center. The goal of the sales agents is to assist consumers through an online quote for health or auto insurance with the final goal being a policy in one of MMA’s physical branches. Two chat options are used in order to better help the Web visitors: proactive chat and reactive chat.

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