Success Story
Customer Relationship Management (CRM)The Story
A health plan serving almost a million beneficiaries needed a way to understand and evaluate the efficacy of local engagement efforts. Stakeholders were spread across hundreds of organizations and thousands of individual contacts throughout a large and diverse geography.
The leadership team had little insight into how, when, and where interaction was happening and more importantly if member and stakeholder needs were being met as a result. At the team level, staff was duplicating efforts, not communicating both within and across teams, and frustrating stakeholders with repetitiveness and lack of resolution.
Local and State Elected Officials, Public Health Department Staff, and Department of Social Services Staff
Law Enforcement and School Systems
Advocacy Groups, Community-Based Organizations, and Non-Profit Organizations
Community-based Managed Care Staff, Communications and Marketing Staff, Executive Leadership, and Public Affairs Staff
The Approach
We knew that a traditional customer service model could be leveraged to set an execute on a unified goal for community-based operations. We began with understanding the needs of both staff and end stakeholders, mapping the different styles and processes within each team, and gaining consensus on key areas of focus. In addition to individual points of contact, we identified at least fifty different and wholly uncoordinated mass communication channels.
We developed a phased customer relationship management (CRM) initiative, management and deployed it over an eighteen-month period utilizing change management methodology. Throughout the process, we focused on transparency, visibility, ease of adoption, balancing administrative burden and standardized reporting.
The Results
Ultimately, we gained significant visibility into our community relationships. At the operational level, we were able to measure the effectiveness of events and trainings and deploy resources accordingly.
Our internal collaboration improved, and we were able to implement a closed-loop approach to resolving concerns. Across the organization, visibility into local interactions and issues enabled more intelligent and solutions-focused conversations.
At the leadership level, tracking sentiment for each interaction enabled a real-time dashboard where issues and trends could be identified and mitigated. This also informed gaps in engagement and issues management and enabled leaders to more effectively deploy their staff.