Our customer is one of Ireland’s largest providers of private health insurance. This organisation is a not-for-profit, semi-state body and was established during a time when a substantial percentage of the population (whose income was above a certain level) had no entitlement to free or partially free medical or surgical services. Since that time, eligibility for public health and personal social services has been significantly extended and the private health insurance market has been opened to competition.

The customer’s account managers recognised that their existing corporate account management process was not fit for purpose. They wanted their corporate account contacts to have a more efficient way of viewing their activity within the company’s ecosystem, as well as policy details, and the full scope of value-add services that the organisation provides. The data that these corporates were provided with was not dynamic, so couldn’t be filtered or sliced in with other information to help account managers or the corporate itself from gaining meaningful insight. For example: in order for data to be refreshed, the account manager would have to re-visit the corporate with a new, manually generated deck. Additionally, corporates couldn’t keep track of the positive work and wellness activities taking place within their organisations. Our client’s system was in need of modernisation to provide corporates and account managers with a better way of accessing, managing, and sharing this data.

In order to address the issues that the customer was having, Bluewave proposed the deployment of a custom-built solution. This Salesforce-powered digital transformation would include the deployment of the following products: Sales Cloud, Community Cloud (now known as Experience Cloud), Service Cloud, and Pardot (now known as Marketing Cloud Account Engagement).

Experience Cloud is a social platform from Salesforce that is designed to connect and facilitate communication among an organisation’s employees, partners and customers. This solution was deployed in the creation of a bespoke Customer Community – an interactive portal designed specifically to our client’s needs, thanks to its wide range of visual and functional options. Service Cloud was also a core part of the custom build; this tool allows you to deliver service to every customer, anytime, anywhere and is part of Salesforce’s Customer Success Platform – an ecosystem of connected mobile and social tools powered by the cloud. This tool was utilised to help the client manage its corporate customers, keeping them connected with the account managers that worked directly with them.

Using Experience Cloud, our experts created a bespoke Customer Community. This simple, user-friendly design would allow the corporates to log in and access all of the information they’d need. When they do log in, these customers would now see a customised set of dashboards, with their own regularly refreshed data. The additional bonus of this custom deployment is that they could access this information whenever they please, rather than having to wait for an account manager to manually extract the data and bring it to them.

Salesforce Cases were leveraged to allow corporates to raise feedback on the Customer Community, whether this be on its look, feel, function, or feature requests. As an additional part of the pilot project, a custom Wellness Calendar was created, representing the Wellness events that the customer would run for each corporate. Every event listed in the calendar was clickable, and once clicked, a pop up would appear with a summary of the event, plus further clickable options to download any related documents.

The greatest care was upheld in creating a portal that mirrored the look and feel of the customer’s existing website. A custom membership component was created to allow the presentation of Salesforce information to the portal in an easy to digest and visually appealing format.

The successful implementation of Salesforce technology led to several positive results for our client. Firstly, due to the efficiencies created by the solution, the client’s account managers now had much more time to spend on generating new business. They were also able to effectively discuss value-add services with their customers. As for the customers themselves, our client’s corporates could now view their own data, knowing that it’s completely up to date, with easy options to filter information into relevant reports. Customers are also much more aware and in control of their interactions with our client and have clearer insight into the wellness activities going on at their sites, reinforcing the value that the company’s brand is bringing, and how the brand is also aiding retention.