Enables Health Insurers to Deliver Real-Time, Personalized Offers that Increase Member Engagement and Loyalty

SOUTHBOROUGH, Mass.– (December 6, 2021) – Excellus BlueCross BlueShield is part of the family of companies that finance and deliver health-care services across upstate New York. Excellus BCBS is using the Pega Customer Decision Hub, with AI-powered real-time intelligence, to target customers based on contextual insights, instead of sifting manually through mounds of data. Through this data-driven approach, marketing, service, and sales teams can gather data from key customer touchpoints and proactively deliver targeted experiences to members at precisely the right time and on their preferred channel. The business impact of this has been a 30% improvement in engagement with prospective members.

“Our mission is to help our communities live healthier by connecting each person with health services aligned to their unique needs. This personalization is critical, but it requires the ability to access and act on integrated data sources quickly,” said Nick Kompare, SVP and CMO, Excellus BCBS. “Virtusa and Pega immediately provided contextual insights and intelligence the team can act on. Now our teams have the information and context they need to personalize customer engagements; this leads to better customer experience, improved satisfaction, loyalty and retention.”

“We have a long and successful history of working with Virtusa to help businesses meet the transformational demands of customers. Together, we’re helping Excellus BCBS simplify customer interactions and drive customer outcomes,” said Kelli Bravo, vice president and global industry market lead, healthcare and life sciences, Pegasystems. “By turning every interaction into a proactive and personalized one, Excellus can dynamically and in real time recommend the most relevant offer or action to put each member’s needs at the center of every interaction on their channel of choice.”

“Consumer expectations for relevant engagements throughout their daily interactions has expanded from retail and banking and into the healthcare insurance realm,” said Anthony Lange, SVP – Healthcare and Life Sciences of Virtusa. “Thanks to this strong partnership with Pega, we are helping a growing number of businesses such as Excellus BCBS move into this new era of personalization and achieve true 1:1 member engagement. We're excited to help Excellus BCBS not only deliver on its mission to provide each customer with services that cater to their unique needs, but also to continue our work to expand these capabilities in the future."

Leveraging Pega Customer Decision Hub, Excellus BCBS makes it easy for users to collect data from every interaction as it’s taking place. It helps combine the member’s complete integration history from various data sources while ensuring quality by cleaning and de-duplicating prospect data from multiple feeds. Once uploaded, Excellus BCBS marketing teams gain full access to the next best action recommendations with specific criteria and rules to execute personalized marketing campaigns in real time to the customer’s preferred channel.

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