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UnitedHealthcare: Advocate4Me

The nation’s largest health carrier, UnitedHealthcare, recognized the need to be more customer-centric

When EPAM Continuum started working with UHC, the Affordable Care Act was imminent, and the organiza­tion was ready to define a future-forward vision for their ideal service experience. They wanted to help members quickly resolve their medical issues so they could focus on what mattered most: their health and their family.

Key Challenges

In an economy where Amazon packages deliver same-day and Uber drivers arrive within minutes, calling customer service can feel tedious and impersonal. The generic hold music and seemingly endless string of transfers are all the more frus­trating when dealing with an issue as critical as one’s healthcare.

Solution Highlights

Building on in-depth consumer research, we balanced smart data analytics and personalized interactions to redesign the UHC call center experience. Our vision manifested as detailed experience guidelines ready for implementation, which enabled UHC to make rapid changes to their call center operations, and in the process improve the member experience. UHC flipped the call center model on its head to reduce wasted effort and provide a better member experience.

The Results

In April 2015, UnitedHealthcare launched Advocate4Me, a new call center model that provides customers with enhanced service and care. Currently servicing 24 million people, Advocate4Me has resulted in overall customer satisfaction exceed­ing 96%, with over 95% ranking their level of trust in their service as “high.” The company also reports that 30% of its wellness program participants come from Advocate4Me recommendations. 

You can find the original case study from EPAM Continuum here.

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“Our engagement in clinical programs and overall satisfaction have improved because members are having an experience when they call in, not just a transaction. The call center agents value the fact that we’ve put tools and processes in place to enable them to be successful in their jobs. Being able to help people and solve problems make the day-to-day work more fulfilling.”

Rebecca Madsen
Chief Consumer Officer, UnitedHealthcare


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