Priority Health creates personalized experiences with Salesforce.
Priority Health partnered with Professional Services to accelerate digital transformation.
As COVID-19 worsened, the healthcare sector rapidly turned its attention to how to continue providing quality healthcare to patients during the crisis. Innovations such as tele-health consultations, wearable devices, and the use of advanced data analytics to model scenarios were embraced. Now, as organizations consider what comes next, the challenge is how to continue to build on that innovation to create better healthcare outcomes.
As a nonprofit health plan company, Priority Health is tackling this challenge head-on. As the fastest growing provider of health plans in Michigan, Priority Health knew it needed to innovate and scale to meet the changing needs of its over one million members. But disconnected systems and applications meant the company did not have the complete view of members needed to realize its digital transformation and growth goals.
Priority Health’s leadership recognized that it needed a partner that could help it integrate its core systems to unlock a 360-degree view of its members, opening the door to innovation. It also needed a more strategic approach to achieving its long-term objectives. The company turned to the Salesforce Customer Success Group, including Professional Services and its Premier Success Plan, for help.
Here are four lessons from Priority Health’s digital transformation that might help your organization create better, more personalized customer experiences.
1. Unlock better customer experience with a single view of customers
With member data stored in multiple systems, Priority Health’s customer service representatives often found themselves speaking to members without knowing their history with the company. This meant members were often forced to repeat their story each time they made a call. Members also often experienced delays as service representatives switched between systems to find the information they needed.
Priority Health partnered with a team of digital transformation experts from Salesforce Professional Services to help unite its sales, service, and marketing teams on a single, scalable customer relationship management (CRM) platform.
In addition to helping the company plan for long-term sustainable success, this Professional Services team was also on hand to help guide Priority Health through the critical moments of implementing its new technology solution.
With member data now available on a single customer engagement platform, Priority Health’s customer service representatives begin every interaction fully informed. This allows them to work more efficiently across all member touchpoints, deliver better member experiences, and help members to achieve better health outcomes.
Automated workflows built into the platform minimize redundant tasks, saving time and allowing service representatives to engage with members more effectively from the outset of every call.
“Salesforce’s Professional Services was phenomenal,” said Stella Michael, Director of CRM Platforms at Priority Health.
“They did a really great job in bringing the teams together and clearly articulating what we need to do to design a solution that is scalable, reliable, and maintainable. They had clarity of thought, were aligned to our business vision, and built a quality solution.”
2. Create self-serve solutions to ease administrative bottlenecks
3. Leverage automation to create tailored marketing journeys
To help it deliver tailored personalized experiences to members, Priority Health is using digital marketing automation to deliver omni-channel outbound marketing messages. Marketing automation makes it simpler for marketing teams to identify, segment, and target specific groups among its membership for tailored and actionable communications.
It also makes it easier for team members to optimize content, increase the visibility of campaign performance among stakeholders, and report on campaign successes.
Priority Health is also using data monitoring and encryption tools to ensure customers’ data remains confidential and enhance compliance and governance across the entire platform.
4. Choose partners who can support you at every step
Throughout the project, Priority Health partnered with Salesforce Professional Services, who worked closely with the company’s project team to help it customize its roadmap and achieve its long-term objectives.
Members of the project team have also had expert coaching sessions included as part of its Premier Success Plan.
These sessions allow team members to build their expertise and understanding of how to use Salesforce products and capabilities with confidence.
“The Premier Success team was proactive about helping us out from the start,” said Stella. “As we started maturing internally, attending conferences, and sharpening our skills, we were able to learn about specific topics that interested us through their expert coaching sessions. It was a great partnership.”