LCM’s new website becomes a data-centric business asset

| minute read

LCM's new digital experience platform, implemented by Sopra Steria, has transformed the company's website into a data-centric business asset that supports its communication and marketing strategy.
LCM is the largest health fund in Belgium with approximately 4.5 million members. Operating throughout Belgium, the health insurance fund was founded in 1906 when 57 regional affiliations of sickness and pension funds came together to form LCM. 

Since 2022, LCM has consisted of one Dutch-speaking (CM Flanders, 120) and one French- and German-speaking health insurance fund, Mutualité chrétienne. 

The fund aims to use its expertise to improve the wellbeing of individual citizens and guide health policy for a healthier society. 

The digital experience platform accelerates LCM’s digital transformation 

LCM was using an outdated and difficult-to-maintain content management system (CMS) that no longer met today's requirements to provide members with the right information and attract new customers. For example, the existing sites had significant stability problems.  

The company wanted to move to a digital experience platform that would better support its strategic direction, enabling it to improve the service for existing members and deliver relevant content based on the customer journey through automated, personalised marketing campaigns.  

In addition, LCM wanted to use this integrated platform to attract new members through separate sub-sites and specific marketing campaigns.

Our new content management system ensures we are future-ready in an era of personalised customer journeys where data is king. 

Rebecca Debaillie

ICT Director, LCM

The new future-proof platform also needed to be easy for members and staff to use, with dynamic modules allowing staff to create new content quickly and easily without the need for external help. 

The benefits of the new platform include increased efficiency as member queries can be dealt with more quickly. New sub-sites can also be set up quickly, making it easier to reach specific target groups, such as young people. 

In addition, the platform is capable of analysing data on user behaviour, and intelligent systems can be used to identify visitors' wishes so that content can be better tailored. 

This offers the possibility of highly automated marketing campaigns, integration with the new member portal, reintegration of existing web applications and is integrated with the new digital asset management system. 

Website accessibility has been increased for people with disabilities and security and privacy have also been improved. Finally, better search integration makes it possible for users to search across different sites. 

Multidisciplinary team from Sopra Steria involved in build and run 

The digital experience platform provides LCM with the tools to collect comprehensive cross-channel data and analytics, gain insights into its members, and then feed these insights into the creation, management and delivery of content. 

Before starting to build the platform, Sopra Steria carried out a functional analysis of the requirements the new system needed to meet. 

The Sopra Steria team then implemented the platform within LCM, connecting it to internal and external applications and servers. In addition, the Sopra Steria team provided training and demos to around 30 LCM staff- and delivered SLAs. They also trained a technician in all the ins and outs of the system, so that LCM can do more in-house. 

Finally, based on the roadmap, they started to build this package, ready to take it to the next step. 

One of the challenges was that the new site had to be delivered in three languages - French, Dutch and English - with each language area having its own requirements and needs. 

LCM and Sopra Steria have worked together for many years, so there is great mutual trust in each other's expertise. With the help of a multidisciplinary team, including specialists in usability, UX, front-end and back-end, change management and marketing, Sopra Steria did the roll-out of the platform. 

The same team is now responsible for hosting and maintaining the platform and applications. The big advantage of this is that the team knows exactly how the system works because they were involved in the 'build and run'.  

A future-proof digital experience platform 

Before, LCM was using an outdated and difficult-to-maintain content management system, which meant that members were not being offered the right content and the marketing strategy could not be properly executed. 

With the new digital experience platform, LCM is ready for the future, equipped with the tools to collect comprehensive cross-channel data and analytics to gain insights into their members. They can incorporate these insights into the creation, management, and delivery of relevant content through a user-friendly website. 

Members receive tailored content based on their stage of life. Member queries are handled faster. In addition, new members can be attracted through targeted campaigns. 

Since the launch of the new platform, traffic to the sites has increased. Some 2 million LCM members use the site regularly. The reliability of the site has also improved. 

The next step now is to take marketing objectives to the next level, with an emphasis on data gathering: collecting data, analysing it, and developing specific marketing campaigns, offering personalised content based on it. 

The new system also opens up the possibility of integrating AI into future content production and using real-time user analytics to further automate personalised marketing campaigns. 

  • 2 million LCM members regularly engage with the website
  • 4.5 million members belong to LCM
  • 30 LCM team members onboarded on CMS rollout
It also opens up the possibility of future integration of AI into content production and real-time user analysis to further automate personalised marketing campaigns

Thibault Fabry

Solution Sales, Data & AI, Sopra Steria Belgium