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Plan séquence - Intermédiaires : Entre nouvelles formes de travail et nouvelle donne business

mardi 15 septembre 2020

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« Les cabinets de courtage ne faisaient pas partie des commerces expressément fermés depuis les annonces du samedi 14 mars 2020, mais la plupart d’entre eux ont tout de même fermé dès le lundi 16 mars et les collaborateurs ont pu commencer le télétravail, notamment grâce à l’accord de branche sur le télétravail signé par la profession, qui était préparée à cette possibilité », explique Planète CSCA.

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TOUT LE MONDE, OU PRESQUE, EN TELETRAVAIL

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Tout juste six mois après le début du confinement, il est encore tôt pour tirer un bilan de l’épidémie du Covid et de ses conséquences sur l’économie et en particulier sur le monde du courtage. Il est toutefois instructif de voir comment les acteurs se sont adaptés dans l’urgence, dans quelle mesure leurs habitudes de travail et leurs relations avec les clients se sont modifiées, et comment les affaires reprennent.

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Par Séverine Charon

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Il faudra encore laisser passer plusieurs mois pour savoir comment chacun a traversé la crise, et comment les cartes sont redistribuées. Professionnels de la relation client, les courtiers et les agents généraux ont vu leur activité chamboulée par le confinement, qui interdisait toute relation en vis-à-vis avec le client. La conversion obligée au télétravail a toutefois pris des tours différents en fonction des intermédiaires, courtiers ou agents généraux, petite entreprise ou grand groupe. Pour les entreprises qui s’essayaient déjà au travail à distance, les choses ont été plus faciles.

Dans les faits, les structures les plus importantes sont passées plus facilement au tout à distance car elles avaient déjà une pratique effective du travail à domicile, au moins pour certaines catégories d’emplois.

La prise de conscience qu’un confinement était effectivement possible en France a aussi été plus précoce dans les entreprises plus internationalisées, et en relation avec des pays confrontés à cette situation. « Quand je suis arrivé chez April début 2020, les membres du Comex commençaient déjà à s’interroger au sujet d’un éventuel confinement, car notre filiale en Asie y a été confrontée plus tôt », illustre Christian Belval, directeur du développement chez April.

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Cette bascule forcée a été facilitée parce que le télétravail, à petite dose, était déjà une habitude pour certains. « Environ la moitié de nos collaborateurs travaillaient déjà à distance, à raison d’un ou deux jours par semaine. Au siège parisien situé dans le quartier de La Défense, nous sommes passés il y a deux ans en flex office, avec moins de neuf bureaux pour dix collaborateurs », souligne Vincent Harel.

Le télétravail n’était toutefois pas possible pour tous. « Les gestionnaires n’étaient pas en mesure de travailler depuis leur domicile, principalement parce que chacun d’entre eux ne disposait pas d’un ordinateur portable », ajoute le président de Mercer France.

« Globalement, l’entreprise était bien préparée car nous avions un plan de continuité d’activité, élaboré dans le cadre de solvabilité II. Dès la mi février, nous avons mis en place une cellule de crise et déclenché ce plan », explique de son côté Christelle Fontaine, directrice conception et pilotage de l’offre chez Alptis. Mi février, Alptis a commandé de nombreux PC portables - la moitié des collaborateurs seulement en avait un -, le 26 février, une recherche de stocks de masques et l’achat de gel hydroalcoolique ont été enclenchés.

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Un saut dans l’inconnu

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« Le site a été fermé le 16 mars, et à partir de là, le défi était managérial, car il fallait parvenir à développer d’autres formes de liens et d’interactions avec les équipes », se souvient Christelle Fontaine. L’outil Teams était déjà adopté au niveau du comité de direction, et l’enjeu était de former, à distance, tous les salariés à l’utiliser, alors qu’ils n’en connaissaient que la messagerie instantanée.

Mais la situation n’a pas été la même partout, et le passage au télétravail n’a pas été évident partout, même s’il existe un accord de branche. Le 16 mars a parfois été un grand saut dans l’inconnu, notamment en raison de difficultés matérielles et techniques : un système de télécommunication qui ne permettait pas aux téléconseillers de travailler à domicile, des ordinateurs portables en nombre insuffisant,… ou des compagnies partenaires qui ne proposaient pas des outils adaptés au travail à distance.

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Pour le courtier grossiste Praeconis, filiale des mutuelles MMC et Mutest, le télétravail n’a été possible qu’un mois après la fin du confinement. « Notre siège social est à Vesoul, à une heure de Mulhouse. Nous nous sommes donc vite sentis concernés par la crise sanitaire et nous avons pris très rapidement des mesures pour mettre en place le télétravail. Toutefois, les fonctions traditionnelles d’un siège social n’avaient jamais été exercées à distance chez Praeconis, et la prise en charge des appels téléphoniques depuis le domicile de nos collaborateurs posait des difficultés techniques, liées aux logiciels. Comme les équipes de nos prestataires de maintenance étaient elles-mêmes en télétravail et mobilisées sur des projets encore plus urgents, la bascule a pris du temps. Les équipes des plates-formes téléphonique sont donc venues travailler dans nos locaux. Comme l’activité était plus faible, ils sont venus en alternance, une semaine sur deux. En fait, nous sommes passés au tout télétravail un mois après la fin du confinement, à la mi-juin », détaille Sydney Mbassi, directeur général adjoint du courtier grossiste Praeconis.

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98% à 99% des agents ont travaillé à guichets fermés

Chez les agents généraux non plus, le télétravail n’a pas été une règle systématique : le patron est resté sur le pont. « Ce n’est pas parce que le confinement a été mis en place que tout s’est arrêté ! Les agents sont des professionnels de la relation client, et il fallait continuer à assurer une bonne gestion des contrats, des sinistres, et entretenir le contact avec les clients. Dans leur quasi-totalité, à 98 ou 99%, les agents généraux ont travaillé pendant le confinement ‘à guichet fermé’ : ils travaillaient dans leur agence, n’accueillaient pas de clients, et leurs collaborateurs venaient par roulement », affirme Patrick évrard, président de la Fédération Nationale des Agents Généraux d’Assurance (Agéa).

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Accompagner des clients stressés

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Si les affaires commerciales étaient gelées, les relations devaient en revanche être maintenues. Pendant le confinement, le syndicat Planète CSCA a relevé deux grandes difficultés. Bien entendu, la mise à l’arrêt de la prospection pendant toute la période mars-juin a été difficile à vivre pour les chefs d’entreprise que sont les courtiers.

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Mais en même temps, il leur fallait gérer sereinement leurs relations commerciales, en dépit de « la grande confusion créée par une communication peu coordonnée des porteurs de risques, qui a désorienté les clients ». Les intermédiaires en assurance étaient en première ligne pour gérer le vaudeville de la garantie perte d’exploitation sans dommages.

Dans ce contexte nourri d’incertitudes, les courtiers ont eu à expliquer inlassablement les couvertures d’assurance, et il a parfois fallu apporter un soutien moral à des entrepreneurs anéantis par une situation inédite et qui pensaient de bonne foi avoir droit à une indemnisation. « Il leur aura fallu déployer des trésors de pédagogie en matière de perte d’exploitation, pour expliquer ce que les contrats couvraient ou non, et au vu des annonces en ordre dispersé, voire des prises de paroles opportunistes des autres acteurs, promettant des actions de ‘solidarité’ », regrette Planète CSCA.

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Le manque de compréhension des garanties souscrites par le client n’a pas été l’apanage des courtiers spécialisés en dommages. « En prévoyance, le défi était double : il y avait une forte hausse d’activité due aux arrêts de travail, notamment en lien avec les gardes d’enfants, l’isolement des personnes fragiles, mais aussi beaucoup de demandes de certains TNS qui assimilaient l’indemnisation liée à l’arrêt de travail et celle pouvant compenser leur perte d’exploitation. Il a fallu faire beaucoup de pédagogie », confirme Christelle Fontaine.

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LES INTERMÉDIAIRES ENTRE INQUIÉTUDES ET EXPECTATIVE

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Changer ses habitudes et faciliter les ventes grâce au numérique est une bonne chose, encore faut-il que les affaires reprennent. Planète CSCA a mis en place des enquêtes régulières pour mesurer l’impact réel de la situation sanitaire sur l’activité de ses adhérents. « Les résultats de ces enquêtes font apparaître l’inquiétude qui monte chez les courtiers depuis la fin du premier semestre. Les dispositifs mis en place montrent leurs limites pour les cabinets de courtage, car les répercussions sur leur chiffre d’affaires se feront fin 2020 voire début 2021 », indique le syndicat.

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« Les clients reviennent en agence : le fait d’être resté ouvert, actif, et d’appeler les clients a servi aux agents », se félicite Patrick Evrard pour les agents généraux. Pas d’augmentation de résiliation, et une activité qui a plutôt bien redémarré. Du côté des agents, l’heure n’est pas au catastrophisme. « Il reste à connaître les répercussions des plans sociaux attendus, et l’effet de la révision des primes en fin d’année, qui peuvent être abaissées en fonction du chiffre d’affaires réalisé par le client », prévient toutefois le président d’Agéa.

Et ce d'autant plus que plusieurs compagnies ont accompagné leurs réseaux d'agents en débloquant des enveloppe de plusieurs dizaines de millions d'euros pour défendre leurs portefeuilles (voir infographie ci-dessous).

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Pour l’instant, les premières tendances observées depuis la mi-mai diffèrent d’un courtier à l’autre et surtout d’un risque à l’autre. « Pendant le confinement, les appels ont chuté et la production également. Mi-mai, à la sortie du confinement, nos partenaires avaient eu le temps de s’organiser pour travailler autrement et la production a redécollé. On pensait être sortis de cette période difficile, mais en fait début juillet tout est à nouveau retombé », observe Sydney Mbassi.

Toutefois, Praeconis avait engagé avant la crise sanitaire un plan de développement davantage tourné vers le marché des TNS et espère que la revalorisation des contrats par les courtiers en place, l’aidera à se développer.

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Le Covid a chamboulé pas mal de choses, mais il n’empêchera pas qu’une redistribution des cartes est possible sur le marché des TNS « Le plan de sortie des offres planifié début 2020 a été maintenu : notre offre en santé collective a été lancée en juin comme prévu, et notre nouvelle offre prévoyance pro sortira début octobre », indique de son côté Christelle Fontaine, qui estime que les chiffres de vente observés, compte tenu de la situation, donnent à espérer.

Chez April, présent sur les marchés dommages et assurance de personnes, les observations sont très contrastées en fonction des marchés. « Les marchés de niche de la moto et de la plaisance ont été totalement à l’arrêt pendant le confinement, mais ils ont redémarré très vite et très fort », affirme Christian Belval. à croire que les passionnés ont pendant le confinement préparé un achat réalisé avant l’été.

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Du côté du courtage traditionnel, les difficultés seront à la mesure de la crise traversée par les entreprises clientes, et selon Vincent Harel, il y aura une prime à la taille : « Les acteurs de taille modeste vont souffrir, alors que les plus grands groupes vont tirer leur épingle du jeu ».

Dans tous les cas, les six mois qui viennent seront décisifs.

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