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BUPA, Britain's largest private health organisation, has chosen CRM
technology from Point Information Systems to help market, sell and
support a new healthcare product.

BUPA Heartbeat is a totally new concept in private health and care. It
is a flexible personal health plan that puts as much emphasis on
keeping people well as helping people when they are ill. It is
tailored to each individual person, giving them a price personal to
their needs. Such a personalised scheme demands equally personalised
marketing, sales and customer service and that is why BUPA has turned
to Point for its all important customer facing sales system.

"BUPA Heartbeat is a big step for us and for the private healthcare
insurance business in the UK," says BUPA's IS senior project manager
Iain Roy. "It is fundamentally a very different proposition to
anything else on the market and demands an entirely new and complex
sales process. Point has enabled us to support that new sales process
in just one system and talk the customer through it quickly and easily
on the telephone."

The BUPA Heartbeat project is just the latest at BUPA to use Point's
product family. An earlier project saw Point's CRM software used to
merge customer information from previously separate systems, so giving
healthcare consultants a complete and accurate picture of every

Without Point, the healthcare consultants would have had to enter
customer information into a number of systems, involving the
error-prone re-keying of data. In addition, the lack of an automated
process meant BUPA sometimes finished up without a complete set of
customer data. Now, with a highly customised version of Point's
software, consultants can use scripts for the detailed fact finding
they need to sell the right product. Errors are down, productivity is
up and sales and renewals take less time.

"The deployment of Point has enabled the telesales team to concentrate
on the customer and let the system do the work. It has definitely
enhanced the sales process," says Iain Roy. "For the first time we
have a complete view of the customer from initial expression of
interest right through to enrolment, opening up real opportunities for
cross-selling and up-selling in the future."

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.
Deployed in 18 languages in 35 countries, Point's products are used by
mid-to-large sized organisations and multinational companies,
including Allianz Group, Brann, 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
elsewhere in Europe, North America and the Asia Pacific Region.

Photography is available by email.

For more information:

Mary-Anne Tilbury

Phone: 01753 748037



Sage Partnership

Phone: 0118 934 4007


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