The « core offer »
BNP Paribas Cardif has developed a « core offer » of solutions that enable our distribution partners to propose the insurance products their consumers want and need.
This consistent core portfolio is based on a relevant segmentation of customer needs, taking into account different periods in their lives and their reasons for buying insurance. Our innovative approach has been enthusiastically received by our partners.
"Core offer": thinking first about the customer, and then the product.
Drawing on expertise from the BNP Paribas group and BNP Paribas Cardif's marketing teams across Europe, Latin America and Asia, we carried out an in-depth study of the behaviours and expectations of end customers. In particular, this research identified the factors that lead people to subscribe personal insurance policies. This analysis clearly identified three main categories of needs:
Structured by these three major categories of needs, thirteen product lines were identified. Depending on an individual's personal history, plus a combination of rational elements-disease, accidents, job loss-and very personal factors like self image or perception of risk, the equation changes over time. These product lines constitute the new core offer from BNP Paribas Cardif, which will be deployed in 2011 with adjustments for each major geographic region and partner profile.
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