Gearing Up for Competitive Healthcare Market
A Midwestern health insurance provider needed to upgrade its customer relationship management strategy driven by the startup of the Affordable Care Act (ACA) and increased competition from other healthcare plans. It also had to implement a centralized customer database to hold all beneficiary information. Based on CVP’s long-term advisory role, we came in to support management.
CVP developed a multi-channel communication strategy across the telephony call center, web sales, web self-service, push messaging, and other channels to ensure unified messaging. We also brought in specialized communication expertise to define each channel and its approach based on detailed knowledge of the customers and their needs. CVP designed and developed the customer database to map to the communication strategy. During the first ACA open enrollment in 2013, the multi-channel environment and customer database worked on Day One, and scaled as the call and enrollment volumes increased.