GuideWell Connect - Sales Distinction of the Year



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Company: GuideWell Connect, Jacksonville, FL
Company Description: Guidewell Connect is wired differently. We drive value by focusing our marketing, sales, and engagement expertise on every critical phase of the consumer cycle—from acquiring new members, to engaging with individual consumers, all the way through renewal—connecting health plans, health systems, and provider groups in the US with their customers at the right time and in the right channel.
Nomination Category: Sales Awards Distinction Categories
Nomination Sub Category: Sales Distinction of the Year – Healthcare, Pharmaceuticals, and Related Industries

Nomination Title: GuideWell Connect Maximizes MOR to get M.O.R.E

Tell the story about what this nominated organization achieved since the beginning of July 2015 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

Measurement is all around and embedded in our culture and everyday life. A day does not go by where some type of measurement is used to enhance our lives. Businesses, like all of us in everyday life, use measurement too as a gauge what’s done or needs to be done to measure success or improvement opportunities. Measuring business performance serves as a GPS – showing our current location and how much further you need to go to get there. Sometimes the GPS says “make a U-turn” or “rerouting” in order to correct course. Being able to react to changing conditions along the way means the difference between achieving goals or missing the mark.

The Affordable Care Act, known as health care reform is in its fourth year, changed the speed that health insurance plans like Florida Blue must be able to alter course and changing conditions. There was big change in the healthcare landscape where several national health carriers pulled out of the marketplace and decided not to offer health plans in Florida for 2017. Well-publicized reports in the media stated that many health plan costs soared, customer premiums increased and coverages changed. Florida Blue chose not to make a “U-turn”, like many of its competitors, but instead chose to stay-the-course to provide more customer value than ever before to grow stronger with a greater customer dedication.

GuideWell Connect (GWC), a direct to consumer health insurance Telesales channel for Florida Blue and other clients, helps deliver more quality and value to customers by tightly managing Key Performance Indicators (KPI) that balance operational efficiency (cost) and organization effectiveness (quality) to “stay on course”. This dedication drove GWC to achieve Certified Center of Excellence for six consecutive years demonstrating the center’s strong performance ranks among the top 10% of contact centers in North America. The center also is ranked #1 Top Inbound Sales Center for the past two years.

GuideWell Connect achieved the top ranking by using a monthly “MOR” or Management Operating Review, as the center’s GPS, to analyze metrics and then taken action to “reroute” when needed or drive harder to meet goals. Of the 28 KPI metrics, 15 are standard call center metrics with 13 measuring Sales and Quality related metrics that are crucial to the center under five categories: Acquisition, Retention, Customer Satisfaction, Employee Engagement and Compliance. Together, these metrics are the cornerstone that measures the center’s efficiency and effectiveness.

A GPS measures changes in direction and offers course corrections. Like GPS, GWC uses 28 KPI control charts to measure performance trends over time that show any changes requiring course corrections. By comparing the data pattern trends over time in relation to the upper and lower control limits, shows patterns where the process variation is consistent (in control), “on course” or unpredictable (out of control) that requires “rerouting”. Root cause(s) are identified and solutions are implemented to “reroute” any measure that’s not operating normally.

One unique facet of the GuideWell Connect “MOR” is the utilization of sales agents as active participants that are invited from each sales team to participate in the review and discussions. Sales agents are encouraged to provide feedback and share their improvement ideas. Together, the sales agents and the center’s leadership share a collective responsibility for the center’s success to identify best practices when the center is meeting or exceeding goal and strategize action plans to bring underperforming metrics to goal or above.

The monthly “MOR” has been a key tool in continued success that serves as an all-inclusive forum to review metrics, discuss options and deliver results. By using the MOR process to meticulously track KPIs, GuideWell Connect has been able to capitalize on the experience of the center’s entire team, from the sales agents to leadership, to deploy strategies and suggestions that allowed the Telesales center to become a crowning jewel for the company.

 “MOR” ensures that GuideWell Connect really achieves M.O.R.E!