Insight-to-outcome

Enhanced CX Optimizes
Sales Process

Develop and execute program to increase sales force efficiency and reduce sales cycle time for a healthcare insurance electronic data interchange (EDI) provider’s Medicare Access product.

Our Approach

Understand

Empathize / Define
  • Team conducted VOC activities with Sales Personnel and customer base to map existing sales cycle and onboarding process.
  • Lack of support tools increased the number of required sales calls and reduced conversion rate.
  • Onboarding process was manual and labor intensive for sales force. This was a point of frustration for both the sales force as well as customers.
  • Sales staff were expected to be insurance experts and technology experts – creating customer confusion and inconsistent experiences.
Aha!

Combining a customized, self-guided, multimedia experience, with sales team intervention at the right time, enabled customers to better understand product benefits, save time and self-qualify.

Explore

Empathize / Define
  • Team mapped existing sales and onboarding process to explore opportunities to increase efficiency.
  • Team reviewed multiple approaches to address process gaps with internal and external key stakeholders (ie, internal call center, sales support teams, onboarding technicians.
  • Team prototyped customer journey of new digital process flow and reviewed with key stakeholders. Customer feedback was used to refine the proposed process.

Several customer journey prototypes were presented and reviewed with stakeholders. Lingering on each point in the journey revealed additional CX opportunities which were discussed, evaluated and prioritized."

- Nina S, Lead Strategist

Materialize

Empathize / Define
  • Team developed support tools to digitize the front end of the sales process, thereby reducing "human-hours" required in sales cycle and increasing close rate. Key components included:
    • ­­­ Video-driven product page to provide product and enrollment guidance.
    • Interactive Solutions Finder to help customers browse and identify the right products for them.
    • ­
    • Guided eCommerce Engine that paired customers with the level of support they preferred.
  • Team implemented a setup guide to reduce the time and resources required for customer onboarding. Customer feedback surveys provide ongoing data for continuous process improvement.
  • Team conducted VOC activities with Sales Personnel and customer base to map existing sales cycle and onboarding process.
  • Lack of support tools increased the number of required sales calls and reduced conversion rate.
  • Onboarding process was manual and labor intensive for sales force. This was a point of frustration for both the sales force as well as customers.
  • Sales staff were expected to be insurance experts and technology experts – creating customer confusion and inconsistent experiences.
Aha!

Combining a customized, self-guided, multimedia experience, with sales team intervention at the right time, enabled customers to better understand product benefits, save time and self-qualify.

  • Team mapped existing sales and onboarding process to explore opportunities to increase efficiency.
  • Team reviewed multiple approaches to address process gaps with internal and external key stakeholders (ie, internal call center, sales support teams and onboarding technicians.
  • Team prototyped customer journey of new digital process flow and reviewed with key stakeholders. Customer feedback was used to refine the proposed process.

Several customer journey prototypes were presented and reviewed with stakeholders. Lingering on each point in the journey revealed additional CX opportunities which were discussed, evaluated and prioritized.

- Nina S, Lead Strategist

  • Team developed support tools to digitize the front end of the sales process, thereby reducing "human-hours" required in sales cycle and increasing close rate. Key components included:
    • ­­­ Video-driven product page to provide product and enrollment guidance.
    • Interactive Solutions Finder to help customers browse and identify the right products for them.
    • ­
    • Guided eCommerce Engine that paired customers with the level of support they preferred.
  • Team implemented a setup guide to reduce the time and resources required for customer onboarding. Customer feedback surveys provide ongoing data for continuous process improvement.

Results

  • Grew sales of Medicare Access product by 30%.
  • Decreased terminal setup time to under 8 minutes.
  • Enabled the sales force to devote more time to higher-margin products.
  • Transformed from a 1990s-era player to an innovator and acquisition target.
  • IVANS technology attracted $550M in investment capital to ABILITY.
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