USHEALTH Group - “The All-Seeing Customer Service Rep
Company: USHEALTH Group, Inc., Fort Worth, TX
Company Description: USHEALTH Group, Inc. is an insurance holding company based in Ft. Worth, Texas focused on providing innovative health coverage for self-employed individuals and small business owners. USHG's goal is to combine the talents of its employees and agents to market competitive and profitable insurance products, while providing superior customer service in every aspect of the company’s operations.
Nomination Category: Customer Service & Call Center Awards Achievement Categories
Nomination Sub Category: Best Use of Technology in Customer Service - Financial Services Industries
Nomination Title: Our Vision for the Future – “The All-Seeing Customer Service Rep”: USHEALTH Group’s OZ CRM System
Tell the story about how technology has improved your customer service initiatives since the beginning of July 2016 (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:
USHEALTH Group’s (USHG) incredible, sustained year-over-year growth in core product sales of 72% in 2015, 62% in 2016 and 52% in 2017 led to a subsequent rise in call volumes from 633,928 calls in 2015, to 730,067 in 2016 and 820,871 in 2017. Although USHG’s robust back office systems easily support the structural needs of a rapidly growing Company, using them for Customer interactions required Reps to access up to five separate systems to address Customer concerns, limiting viewable information to a small portion of the Customer’s account at a time. This narrow “peephole-sized” view was cumbersome and unintuitive. Navigating between systems and screens required additional call handling time and necessitated an extended training and practice period for a Customer Service Rep to use skillfully.
As USHG’s product offering became even more innovative and customizable, and USHG Customers owneda greater number ofproducts which work together to provide a total package of protection at an affordable price for the Customer, the ability for the Rep see the “big picture” and clearly, correctly communicate to Customers and Providers exactly how their tailored USHG products work hand-in hand to provide protection became critical. USHG Customer Service needed a panoramic view of the world to support USHEALTH Group’s powerhouse growth and fresh approach to health coverage. Through a partnership between USHG’s Customer Service and Information Services groups, the highly intuitive, easy-to-use proprietary Customer Relations Management (CRM) system christened “OZ” was created.
OZ, tailored to USHG’s unique product set, was named for the all-knowing, all-seeing Wizard in the classic story The Wizard of OZ. The implementation of OZ expanded USHG Customer Service Reps’ view exponentially, displaying the vast universe of the customer’s product, payment, claimsand contact history. Through OZ, Users can see all previous call notes, contact information for Customers and Agents, all Claims information and Explanation of Benefits statements, Plan benefits for the Customer’s products, payment history and information together on one system with minimal clicks required. OZ’s warning icons help prevent Customer Service errors and manage risk by alerting Reps when Customers aren’t active or have outstanding payments, or have plan riders which exclude coverage for certain conditions.
The power of OZ goes beyond the ability to see information, increasing the pace at which the most frequently performed actions can be accomplished. Prior to the implementation of OZ, tasks such as stopping bank drafts or simple plan cancellations required repetition of the same steps multiple times for each of the Customer’s plans. OZ performs these repetitive tasks with one click, reducing the time to hold drafts by 88% and the time to perform simple plan cancellations by 88%. ID cards can be ordered and copies emailed instantly to Customers with a single click, reducing the turn time from 7-10 days in 2015 to 5 seconds in 2017.
This exponentially expanded view of the universe has resulted in an enhanced Customer Service experience for callers by creating more fluid, efficient service interactions. Implementation of OZ has helped newly hired Reps become productive 83% faster. In 2016, AHT was 5:30, and averaged 5:30 throughout 2017 despite added scripting designed to enhance the Customer experience. Because OZ is so useful and intuitive, it has been adopted by departments outside of Customer Service. USHG Retention, Claims / Upgrade, Underwriting, Policy Owner Services, Consumer Affairs, Information Services and Finance departments all use OZ in their day-to-day activity.
USHG Customer Service has moved beyond a limited “peephole” view to seeing a panoramic view of the Customer’s experience, transforming its ability to serve greater numbers of Customers in a manner tailored to the Company’s unique vision for the future, thanks to the technological magic of OZ.