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Reimagining the Direct-to-Consumer Model for AmeriLife

Case Study
  • Insurance

As a leader in life and health insurance, AmeriLife is constantly looking to push the boundaries of technology to serve its clients better than anyone else. So when the company envisioned a new direct-to-consumer business sales model, it was no surprise that they needed a best-of-breed approach. EPAM worked with AmeriLife’s team to seamlessly orchestrate its tech ecosystem, which was anchored by Salesforce Sales Cloud. Together, the partners designed and implemented an end-to-end tech stack that improved the lead generation and conversion process while providing an engaging customer experience for sales agents. In just seven months, and in advance of the busiest time of year for insurers, AmeriLife and EPAM delivered a scalable digital solution that fully supports its direct-to-consumer strategic vision.

Project Snapshot

10-WEEK DISCOVERY PHASE 
included joint application design stakeholder workshops, current state process mapping, backlog creation and prioritization, and backlog sizing and estimation

12-WEEK BUILD PHASE 
to deliver the agreed-upon scope, including third-party integrations with NICE inContact, Blueshift and SunFire

4-WEEK REGRESSION
& UAT PHASE 

dedicated to quality assurance, training and user adoption of the solution

6-WEEK HYPERCARE PHASE 
dedicated to stabilization and system adjustments to support business readiness for the annual enrollment period

Impact to Date

35%

IMPROVEMENT IN
CONVERSION RATES DUE
TO LEAD PRIORITIZATION

25%

INCREASE
IN SALES

Project Highlights

Digital Orchestration

DIGITAL ORCHESTRATION

To ensure a ‘single pane of glass’ workflow, EPAM implemented Salesforce’s single interface and integrated it with AmeriLife’s customer data platform (Blueshift), Medicare coverage enrollment platform (SunFire) and softphone solution for call center operations (NICE inContact). This integration consolidated customer information and outreach so the company could deliver customized agent scripting based on customer needs.

To boost AmeriLife’s marketing capabilities, EPAM led a MuleSoft integration between Blueshift and Salesforce, enabling an automated communication strategy that allowed agents to fully concentrate on the future policyholder. With the tight integration between Salesforce and Sunfire (using MuleSoft technologies), agents can now walk policyholders through their plan options, knowing information would be shared between the two systems. This eliminated significant hours of manual data entry while ensuring 100% accuracy.

Project Management

PROJECT MANAGEMENT

EPAM coordinated the program across all the parties involved—including AmeriLife’s internal organization and its vendors—to ensure the expected business outcomes were met. Product management prioritization frameworks helped AmeriLife categorize requirements and stay aligned to the business goals for MVP: increasing net-new sales and improving retention of existing customers. New requirements that were discovered during the build phase were evaluated through a change control process and added to the development backlog.

Change Management & Learning

CHANGE MANAGEMENT & LEARNING

End users were involved in the early phases of the project to ensure their perspective was incorporated and help shape the requirements. This group of early adopters became part of the Trailblazers program, who helped facilitate onboarding and adoption to the broader end-user group. To ensure effective user adoption, EPAM’s Learning Services team created engaging training materials for end users, including interactive video modules for Salesforce functionality, quick reference guides and FAQ documentation. To generate excitement and educate users about the new platform, a series of launch communications leading up to go-live were distributed internally.

Project Highlights

DIGITAL ORCHESTRATION

To ensure a ‘single pane of glass’ workflow, EPAM implemented Salesforce’s single interface and integrated it with AmeriLife’s customer data platform (Blueshift), Medicare coverage enrollment platform (SunFire) and softphone solution for call center operations (NICE inContact). This integration consolidated customer information and outreach so the company could deliver customized agent scripting based on customer needs.

To boost AmeriLife’s marketing capabilities, EPAM led a MuleSoft integration between Blueshift and Salesforce, enabling an automated communication strategy that allowed agents to fully concentrate on the future policyholder. With the tight integration between Salesforce and Sunfire (using MuleSoft technologies), agents can now walk policyholders through their plan options, knowing information would be shared between the two systems. This eliminated significant hours of manual data entry while ensuring 100% accuracy.

PROJECT MANAGEMENT

EPAM coordinated the program across all the parties involved—including AmeriLife’s internal organization and its vendors—to ensure the expected business outcomes were met. Product management prioritization frameworks helped AmeriLife categorize requirements and stay aligned to the business goals for MVP: increasing net-new sales and improving retention of existing customers. New requirements that were discovered during the build phase were evaluated through a change control process and added to the development backlog.

CHANGE MANAGEMENT & LEARNING

End users were involved in the early phases of the project to ensure their perspective was incorporated and help shape the requirements. This group of early adopters became part of the Trailblazers program, who helped facilitate onboarding and adoption to the broader end-user group. To ensure effective user adoption, EPAM’s Learning Services team created engaging training materials for end users, including interactive video modules for Salesforce functionality, quick reference guides and FAQ documentation. To generate excitement and educate users about the new platform, a series of launch communications leading up to go-live were distributed internally.

Tech Stack

Hear from AMERILIFE

“Not only did EPAM have the deep understanding of Salesforce and Mulesoft capabilities, but its proven engineering expertise in development was critical to the success of the project. We are proud to call them a partner in helping us make our DTC program a success.”

Interested in learning more about EPAM’s experience in the
insurance industry or Salesforce practice?