Blue Cross/Blue Shield of Florida gears up for online service and sales (795 words) By Rob Panepinto FACED WITH THE CHALLENGES of selling a complex product online and protecting its well-established brand, Blue Cross Blue Shield of Florida (BCBSF) recognized that knowledgeable, efficient customer service is critical. The company wanted to empower customers to interact via the channel of their choice but also realized consumers expect outstanding service regardless of how they contact a company—and that their expectations may be even higher for the Web. Among BCBSF's objectives for the spring 2001 launch of Internet Pilot, its first-ever initiative to sell health

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