Britain's largest private health and care organisation, BUPA, has gone
on-line for Web-based sales with e-CRM from Point Information Systems.
The healthcare company - already using Point's system for telephone
and other contact - has added an Internet channel using the company's
e-point product. Now customers and prospects can sign up, request
quotes and serve themselves over the Web, while independent advisors
and BUPA field staff get secure, Web-based remote access.
"Now, no matter what channel customers use to connect with BUPA they
get the same look and feel, and the same experience. That's what real
customer relationship management is all about," explains Iain Roy,
BUPA's senior project manager.
"Whether someone comes in over the Web, makes a telephone call or
meets a healthcare advisor in their own home they will see the same
information and get the same quality of service."
The new Web service is for BUPA Heartbeat, the pioneering personal
health plan that puts as much emphasis on keeping people well as
helping when they are ill. Customers often switch channels while
applying for the scheme, perhaps starting on the Web, continuing later
by phone, then concluding face-to-face.
"With something as important as healthcare people like time to think
and maybe talk it over," says Roy. "Point's system means there's a
seamless handover that lets customers pick up exactly where they left
off. They don't waste time going over old ground and they are
conscious of dealing with an organisation that cares."
Key to this seamless operation is the way e-point integrates with
BUPA's back office systems. Previously giving call centre staff a
common window onto multiple legacy systems, it now also works the same
way for Internet customers and for more than 500 remote advisors and
field sales people. The same information and business processes are
available, selectively, to each channel.
"As part of our product evaluation process, Point told us that adding
a Web channel to the existing CRM system would be easy, so we asked
them to prove it," says Roy. "They started work on a Monday and by
Friday they had a basic Web capability up and running based on our
existing implementation and processes."
Last month BUPA and Point won best large scale CRM implementation
award from the Customer Technology Association for what was described
by the judges as 'a text book example of CRM in support of strategic
Founded in 1989, Point Information Systems is a leading global
provider of e-CRM solutions. Point's advanced product suite, e-point,
uniquely enables companies and their partners to interact with their
customers and prospects across any stage of the customer lifecycle and
over any assisted or unassisted channel via any interaction media. Its
broad marketing and sales functionality includes customer acquisition,
retention and up/cross selling. It also helps companies get their
products to market faster.
Deployed in 19 languages in 36 countries, Point's products are used by
mid-to-large sized organisations and multinational companies,
including Allianz Group, Brann, BUPA, Commonwealth Bank of Australia,
Dah Sing Bank, Deutsche Bank, Liberty Mutual, Maybank, MetLife, Newton
Fund Managers, Overseas Union Bank, Verizon Communications, Virgin
Mobile, and many others worldwide. Point has offices in the UK and
rest of Europe, the US and the Asia Pacific Region.
- ENDS -
For more information:
Beverley Mayle, Point
Phone: +44 1753 748037
Phone: +44 1189 344007
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