Using call centres to deliver customer solutions
A BUPA case study

Page 1: Introduction

Customer satisfaction depends upon a product’s performance in relation to a buyer’s expectations. If the product’s performance falls short of expectations, the customer will be dissatisfied. However, if the performance matches or exceeds expectations, the customer will be delighted.  For companies with a broad customer base, customer satisfaction is both a goal and a major...
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Page 2: Customer satisfaction

One of the key competitive advantages BUPA has over its rivals in the health care industry is that of high levels of customer satisfaction. In order to maintain this advantage, a major initiative called Experience ’97 was set up three years ago to review the way in which the business operated. It looked at: what services were sold how they were distributed how providers of health care...
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Page 3: The role of the customer service centre

BUPA 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...
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Page 4: The importance of people

The relationship between BUPA and its people is set out in its People’s Charter.  A charter is the way in which a company sets out its commitment to its employees, as well as what it expects in return. The involvement of people in BUPA’s electronic working environment is crucially important in exceeding the expectations of its customers. BUPA centres are different from those in...
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Page 5: Measuring performance

Benchmarking is a process through which an organisation can identify best practice. For example, in a call centre this would involve identifying best-in-class practice not just within the health care industry, but in any other industry using call centres. It then becomes a valuable measure of organisational competence. BUPA undertakes regular market research using customer focus groups, which...
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Page 6: Conclusion

BUPA’s expertise in call centres has enabled it to establish a 24-hour free health advisory service delivered by a team of qualified nurses. The service provides personal, informed guidance and support to customers, available any time they need it. This represents a different type of service provision by BUPA based upon three core skills: a full understanding of customer health...
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