CRM Implementation Strategy for HealthMarkets
HealthMarkets, a Health Insurance Agency, was utilizing a highly customized legacy CRM system that was difficult to upgrade, modify, and enhance to service the needs of its diverse sales force of insurance agents. Due to difficulty in upgrading, HealthMarkets was several versions behind, resulting in agent inefficiencies due to a need to manually enter the same information into several different applications.
The company had a decision to make – pay a premium to upgrade its different applications, or start over with a new suite of custom, mobile enabled, and cohesive applications to meet their agents needs. HealthMarkets decided to go with the latter option to develop a new customized CRM mobile application. Sendero’s team was tasked with enacting a CRM mobile application implementation strategy.
While HealthMarkets had an idea of what they wanted to accomplish, they needed a holistic approach and plan for how they were going to achieve their desired vision within the required timeframe.
Sendero partnered with HealthMarkets and other vendor teams to oversee the gathering of requirements for ConnectSuite, the new custom suite of applications. Once the project foundation was established, Sendero worked to implement effective PMO and OCM functions, as well as managing execution, leading data migration activities, and overseeing the OCM activities, including PMO setup, training, communications, and deployment. The training, which was key to the new application’s adoption, was tackled with an innovative approach through a multi-delivery format to meet the needs of various learning styles.
The training, which was key to the new application’s adoption, was tackled with an innovative approach through a multi-delivery format to meet the needs of various learning styles.
Sendero helped deliver ConnectSuite, which consisted of four custom applications, on time and within budget, resulting in an increase in agent efficiency and effectiveness for day-to-day activities. These applications play a vital role in helping agents manage, connect, and sell to new and existing clients.
One of the applications, AgentConnect, has replaced the legacy CRM solution to help agents manage leads, track tasks, view key metrics, and assist agents through every phase of the sales lifecycle. Within the first six months of implementation, over 152,000 leads were delivered to agents and 1,179 agents were actively using AgentConnect to manage their day-to-day activities.
The implementation of the ConnectSuite directly resulted in:
- 20% improvement in agent productivity
- Improved lead acquisition at a lower cost
- Ability to attract more agents to the company