Health plan call center CRM business migration strategy

The challenge

A regional health plan client was in the midst of a multi-year technology transformation, focused on modernizing its platforms and enhancing its ability to interact with its members.

As part of that transformation, the client sought to replace the CRM system used by its member-facing call center to capture member inquires (e.g., ID card requests, benefits questions). The aging CRM platform had been in place for nearly 20 years and was preventing the client from improving member experience. The goal of the new CRM was to reduce the time to answer member questions through both an increase in automation and a consolidation of member info from nearly a dozen legacy systems in one easy-to-review location.

The CRM is used by over 1,000 employees spanning close to 20 business functions. This represents roughly a third of the client’s organization. Each business area used the CRM for varying degrees of business activity and required very different levels of support to plan and prepare for this migration.

The client had historically worked with consulting partners who came to the table with a standardized change management approach that did not always meet the unique needs of its business and culture.  It was seeking a partner that could understand the uniqueness of this highly complex program and design a highly adaptable change management approach that would yield minimal impact to its members and employees.

The approach

Vynamic partnered with the client to co-develop and execute an actionable strategy that the business could follow to ensure a successful CRM migration. Key areas of focus included:

Business process design

Partner with stakeholders to understand and document required business process changes to support the new CRM.

Migration readiness

Develop customized, business area-specific UAT, training and migration readiness plans; partner with areas to drive to completion.

Staffing model assessment

Determine the incremental staffing required to backfill employees during training and provide additional support during employee learning curve using new system.

Go-live approach

Create a phased migration plan focused on incrementally piloting and deploying the new system while minimizing risk to business operations.

The result

Vynamic’s unique approach to defining upfront strategy and serving as partners through end-to-end implementation allowed users to successfully transition to the new CRM system with minimal impact to the member experience.

The impact of completing this migration includes:

• Reduced average call handle time for the most frequent member inquiries
• Retirement of legacy technology platform and elimination of associated application maintenance costs

At the conclusion of the migration, the Program Business Lead stated that Vynamic was the best partner he has worked with in his 35+ year career. Vynamic’s flexibility and adaptability throughout the program was a key reason for the success of the program.