Bupa's Heartbeat cures all

Bupa, which was established in 1947, is one of the UK's largest private health insurance providers. It has nearly four million...

Bupa, which was established in 1947, is one of the UK's largest private health insurance providers. It has nearly four million customers around the world and employs 40,000 staff in the UK

The problem
The company had been using a custom-built sales system, which was made up from seven separate systems. To access information, sales staff often had to swap between the seven screens. All of these systems were slow, non-integrated and often involved the rekeying of information. Each time data was rekeyed, there was the possibility that human error would lead to mistakes.

Company requirement
The aim was to replace the homegrown sales platform with a more accurate, integrated one. Bupa wanted to minimise operational costs, launch new products with a significantly shorter time to market, while at the same time increasing customer satisfaction and retention. It wanted a CRM product that was flexible enough to accommodate high levels of customisation. At the same time, it needed to be a robust platform for its telesales channels which would facilitate lead distribution, tracking and management and would create, store and retrieve quotes. It also needed to interface with Bupa's existing legacy systems.

The solution
Bupa launched a CRM solution called Heartbeat. It provides telesales staff, brokers and customers with personalised quotes. Every customer-facing Bupa employee can access the customer history and production information of customers. At the core of the Heartbeat package is an end-to-end sales solution provided by Point Information Systems. This thin-client, Web-based package enables all the relevant parties to access Bupa services online 24x7.

The result
The most significant benefit of the Heartbeat system is the very high conversion rate it has generated from the Web pages. Whereas the old percentage of conversion rates from lead to signed policy was about 10%, since Heartbeat was introduced, it has risen to 50%. This is partly because potential customers can access a lot more information from the site and have a more personalised experience. Also, the sales process is shorter because the health insurance firm's home sales agents can now access all customer and product information on their laptops. All the data is now stored in one database so sales representatives no longer have to keep switching screens or keying in data.

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