Using call centres to deliver customer solutions
A BUPA case study

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Page 3: The role of the customer service centre

Bupa 5 Image 5BUPA customer service centres provide a direct link which enables BUPA to create and maintain strong relationships with its customers. When people phone BUPA’s service centres, they are very likely to be feeling anxious or seeking advice and reassurance. Many callers are unwell and feeling vulnerable. They may also want help and support on critical medical issues which need to be dealt with quickly and sensitively by BUPA people who understand the nature and gravity of issues they may be facing, as well as the worries they may have.

People in the centre need to be able to answer calls quickly, confirm cover for treatment, reassure customers that BUPA will pay bills and reduce the need for further calls. The process had to be designed to remove any distress from customers so that BUPA can deliver a seamless service that exceeds customer expectations.

Communication with customers takes place over the telephone or by post, though in the future, it could be undertaken by using other communication media such as e-mail. The role of the people working within the customer service centres is to make communication with customers easy, reassuring and valuable. They are encouraged to focus upon building and developing relationships with customers.

BUPA realised that it was necessary to create a modern physical work environment that would involve:

  • team work
  • staff who have many different skills and roles
  • state-of-the-art technology.

BUPA | Using call centres to deliver customer solutions