Grupo PSN: Driving Customer-Centric Digital Transformation in Insurance

Grupo PSN partnered with redk to implement a comprehensive digital strategy, integrating SugarCRM, Acoustic, and Zendesk under a unified SOA framework to enhance customer experience, streamline operations, and create a competitive advantage in the insurance sector.

Objectives

Grupo PSN aimed to strengthen its competitive advantage by putting the customer at the centre of every process and ensuring its digital strategy was fully aligned with business goals. The objectives were:

Transform customer experience into a differentiating factor in a competitive insurance market.

Implement a unified, hybrid suite of digital solutions for marketing, CRM, and customer service.

Centralise all customer data in SugarCRM to create a complete 360º view.

Enable employees to efficiently manage policies, renewals, claims, and customer interactions.

Analyse customer behaviour and segmentation to inform data-driven business decisions.

Support sustainable growth and expansion in Spain’s insurance sector.

Challenges & Solutions

The insurance sector’s evolving demands required Grupo PSN to address several key challenges, solved through a tailored digital transformation:

Challenge

Solution

Desafio

Rapidly changing customer needs and expectations.

Complexity of managing multiple insurance products (life, savings, retirement, house, car, multi-risk).

Fragmented customer information preventing a holistic understanding of clients.

Lack of insight into customer behaviour, segmentation, and churn potential.

Need to maintain competitiveness in a demanding insurance market.

Solución

Adopted a customer-first digital strategy to deliver a positive experience at every stage of the policy lifecycle.
Implemented an integrated technology stack: SugarCRM for CRM, Acoustic for omnichannel marketing, and Zendesk for customer service, all unified under an SOA approach.
Centralised all customer data in SugarCRM, enabling employees to access policy status, renewals, commercial history, incidents, payouts, and financial activity.
Data analysis platform integrated with CRM allows monitoring of NPS, RFM, CLV, and other metrics to support strategic decisions.
Unified digital ecosystem ensured operational efficiency, faster responses, and higher-quality service, enhancing PSN’s market position.

Key Results

The digital transformation delivered significant operational, analytical, and business outcomes:

Comprehensive customer view

Employees now have full visibility of policyholders, including policy status, renewal actions, commercial interactions, incident history, payouts, and financial activity.

Enhanced customer experience

A 360º client view allows PSN to offer products and services tailored to individual needs, improving satisfaction and loyalty.

Data-driven insights

The integrated platform provides analytics on commercial behaviour, segmentation groups, churn potential, and key metrics such as NPS, RFM, and CLV, supporting strategic decision-making.

Operational efficiency

Employees can manage daily tasks—policy renewals, claims handling, and customer interactions—more effectively, streamlining workflows and reducing friction in service delivery.

Competitive advantage

The unified digital ecosystem supports faster, more accurate responses to customer needs, reinforcing PSN’s ability to compete in an increasingly demanding market.

Sustained growth

The transformation contributed to PSN’s steady growth and expansion within Spain’s insurance sector in 2020, solidifying its position as a leading mutual insurance company for university professionals.

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About

Grupo PSN

Grupo PSN is the mutual insurance company for university professionals in Spain, offering comprehensive services that go beyond traditional insurance products to provide personal and professional protection throughout every stage of life. By combining innovative technology with a customer-first approach, PSN ensures high-quality service and competitive advantages in the evolving insurance market. More information at psn.es .

Industry

Insurance

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Name Surname

Position, Company name

We chose redk based on their ability to ask the right questions at the right time, and the extreme care they took to understand exactly what we wanted and needed.

Cristina García

CEO at Grupo PSN