Providing seamless services to both traditional customers and digital natives
When it came to optimising customer service, Simplyhealth had a unique challenge – how to cater to a broad range of customers, from digital natives to an older generation of loyal customers who will always choose pen and paper over apps.
“We need to be able to deliver seamless omnichannel services,” said Sally. “With Salesforce, our reps are empowered with all the information they need to have great conversations with customers – whether that’s on the phone or on social media.”
With hundreds of different policies on offer, Sally’s team uses Knowledge on Service Cloud, a centralised knowledge base, to provide a hub where reps can check terms and conditions for all of its policies. With strong search capabilities, they can easily find the information they need without having to flick between multiple screens or escalate the query, which has improved first-time resolution and reduced average handling time, while improving employee engagement.
Another metric the company is tracking is customer satisfaction, and despite the challenges of the COVID-19 pandemic – which included all dentists closing for several months – the company exceeded its 60% target to achieve 75% CSAT in 2020.
“To reduce churn, we had to act quickly and offer customers a three-month payment holiday for their dental plans,” explained Sally. While dentists were closed, cases related to Denplan spiked dramatically. But with better visibility on Salesforce via web cases and Live Chat, the team handled the rise in demand without compromising on service quality.
“Technology supports the customer experience but it’s not the whole story – it empowers our people to have more personal conversations with customers with access to all the right information to give them an amazing service,” commented Sally. “The ideal customer experience should be effortless, integrated, and personalised across all channels, and Salesforce is helping us get there.”
Empowering customers with great self-serve capabilities
To help customers self-serve for common queries, the team implemented two chatbots: Digital Dave and Betty the Bot. Leveraging artificial intelligence, the bots help to triage and prioritise the 1,800 cases per month that need to be routed to the support team. If a customer wants to cancel their policy, the virtual agent can capture insights into why and suggest alternative actions to help customers get better value from their policies.
Next, Simplyhealth is replacing the technology underpinning its customer community with Experience Cloud. “Salesforce will enable us to build out additional functionality on our portal such as OCR for scanning receipts,” explained Sally. “One of the biggest challenges for our more mature customers is attaching photos of receipts for claims, but with OCR they’ll be able to scan them in and the form will auto-populate.”
The community will also generate push notifications to keep customers informed as their claims progress.
Next on the agenda: accelerating innovation
One year into its implementation, Simplyhealth continues to evolve and improve its One Salesforce platform to achieve its ambitions of acting as One Simplyhealth. And it’s well on the way to transforming the employee experience.
“Our users embrace Salesforce because it’s intuitive and they can already see the value it brings to their roles and to the wider business,” said Pam. “Once we’ve perfected the employee experience, a seamless, connected customer experience will naturally follow.”
Next on the agenda, Rebecca’s team are leveraging Einstein artificial intelligence on service calls to generate next-best actions and automate note taking. As they continue to develop Marketing Cloud, they’re designing birthday campaigns to automatically enroll customers in a draw to win a voucher and increase engagement rates.
Meanwhile, SimplyMe and SimplyConsult work alongside One Salesforce to help build a richer picture of customer behaviour and expectations based on real data. The company has also delivered a new app, SimplyPlan, to enable customers to submit and track their claims.
“Salesforce Customer 360 will help us collect insights that will shape our future wellness plans and offerings,” revealed Dave. “For example, during the pandemic we saw a spike in demand for virtual counselling services, so we could make sure we had enough practitioners to meet that demand.”
With Salesforce, Simplyhealth is empowering more UK citizens to take control of their health. And it’s just at the beginning of its digital transformation journey. With Rebecca and her team of Trailblazers leading the charge, the future looks bright for One Simplyhealth.