Online Service from Blue Cross/Blue Shield of FL (795 words)
Siebel's CRM tool captures customer information, tracking it through the sales process from lead to closing. The Aspect Portal essentially is a multi-channel call-router that sends incoming contacts—via phone, e-mail or live chat—to the appropriate agent, based on agents' skill levels, service-level requirements, volume and work load.
Intuitive Customer Assistance
The integrated environment means CSRs have access to real-time information. The moment a customer contacts BCBSF via phone, e-mail or instant messaging, a CSR's computer screen provides detailed contact history, as well as the responses the customer has provided to questions about his or her age, health history and insurance plan preferences.
To facilitate driving as many sales as possible solely via the Web, Siebel's Web Order Entry tool allows a self-service option for customers to submit enrollment information. While it steers customers toward completing an online purchase, it leaves them the option to speak directly to a CSR or to locate a BCBSF field sales agent for referral.
To assist in customer service and help close sales online, Aspect's Web Agent tool enables live, text-based chat between CSRs and customers. The CSR, through the Siebel interface, can pull up a specific Web page and guide the customer through the application process, or immediately send the application to the customer via e-mail or U.S. mail. By providing a specific screen, the CSR instantly can give detailed information, even circling and highlighting key sections.
Also during a text-chat session, browser synchronization allows both parties to view the same form. Unlike most platforms, the CSR actually can fill in information to help the customer complete the purchase. This feature was considered particularly important for assisting customers who inquire about BCBSF's Over-65 plans, who, according to the company's first in-house test, had the highest abandonment rate among site visitors.
Any e-mail queries generated by the site are handled using a system of "fuzzy logic" to categorize them based on key words. Aspect's eGain e-mail automation tool not only directs inquiries to the most qualified agent, the fuzzy logic suggests scripted, yet customizable, responses.