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Customer experience innovation and the new workforce

  • Posted on April 16, 2019
  • Estimated reading time 4 minutes
AI in the workplace

Transforming your organization is hard work and takes time. It often requires moving away from imbedded legacy technology to new, modern systems to help you be ready for the future. That can be both an exciting but sometimes daunting challenge. With so many new intelligent technologies now delivering tangible results, digital transformation is happening in every industry across the globe.

Nearly 70% of CFOs reported plans to increase investment in digital transformation in 2018. Digital transformation is a huge opportunity and is being driven by customers who are demanding omnichannel services. And they’re not willing to wait to get answers from organisations they’re engaging with. Insurance company Linea Directa Aseguradora are driving an ambitious digital transformation programme of their own. One of their key initiatives is to help transform their customers experience, using artificial intelligence (AI) and virtual agents to deliver more tailored services and reduce waiting times.

Virtual agents, together with robotic process automation, chatbots and other artificial intelligence (AI) solutions are augmenting the ‘new’ workforce and driving positive outcomes.

With the advancements in implementing and adopting intelligent technologies, todays customer and employee demands real-time improvements in their experiences. They are driving new innovative solutions and reshaping customer experience. According to Forrester, a customer-obsessed enterprise focuses its strategy, operations, and budget to enhance its knowledge of and engagement with customers.

For Linea Directa, their improved customer experience program, which is already underway, will integrate existing contact channels including voice, mobile and social networks to enable self-service, reducing the need for customers to reach out to Linea Directa’s contact centers. Línea Directa Aseguradora is 100% owned by Bankinter – it is currently the 5th largest motor insurer in Spain and specializes in the direct sale of cars, motorbikes, companies, electric vehicles and home insurance.

Línea Directa is among the 100 Spanish companies with the best reputation, according to the MERCO Empresas ranking. Recently, it has launched Health Insurance with a new brand that is committed to digitalization and the rewards for its customers. Clearly, it is vital that Linea Directa delivers a new, innovative and customer centric project to maintain its market leading position and reputation.

Avanade is delighted to be working with our Accenture and Microsoft partners to help the Linea team with their customer focused transformation objectives. The solution will feature a combination of Microsoft Artificial Intelligence Services, including LUIS for natural language recognition, Microsoft Bot Framework and Azure Services. Accenture is creating an architecture that brings together these solutions to create an environment that enables AI at every opportunity. From the initial results, the potential of implementing customer experience innovation with Microsoft Technology and Accenture’s industry knowledge are very encouraging (e.g., we have seen a dramatic improvement customer service response times).

Through our knowledge and experience, we are able to advise and guide clients, like Linea Directa, on their digital transformation journeys to help them deliver a differentiated experience that will have a genuine, positive impact on their customers and build long-term relationships. Together with our partner Accenture, recently ranked number one in the HFS Research Microsoft AI Services Top 10 Report, which assessed and rated its Microsoft AI capabilities across innovation, execution and client feedback criteria, I am truly excited about the potential for our clients and their customers.

“We have started an exciting path. It is not only about improving the customer experience with simple transactions that can be obtained through the solutions of our virtual contact center; it is also about getting ahead of their needs, being able to interact with them in multiple ways, looking for omnichannel opportunities in the relationship, and being able to continually accompany them on their journey.


The opportunity for clients to embrace the “new” workforce and implement innovation, intelligence and transformation has proven to be successful and I along with the Avanade, Accenture and Microsoft team look forward to helping Linea enable a Future Ready and Intelligent Enterprise. The first results are very satisfactory so far. Línea Directa is immersed in an ambitious digital transformation plan and, with these solutions, we are setting the pillars to continue improving the customer experience, in addition to offering a high-quality service.”

Ana Sánchez Galán Chief Information Officer of Línea Directa Aseguradora

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