The Regence Group seeks CRM good health

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US healthcare firm The Regence Group has implemented a new CRM system from Onyx Software for 1000 employees in six weeks, integrating information from 25 existing disparate systems.

Headquartered in Oregon, The Regence Group's 6,000 employees deal with more than three million members, 23,000 health-care providers and 5,00 agents and brokers across four states in the Pacific Northwest and Intermountain Regions.

"The health-care industry has weathered a period of turbulent change - rising costs and government regulation contributed to narrower operating margins, while customer expectations increased dramatically," said Wayne Haddad, CIO for The Regence Group. "In this environment, we need to use technology as an enabler for putting the customer at the center of our operation."

Phase I of the deployment implemented Sales and Marketing applicationsacross the four Regence Blue Cross and/or Blue Shield companies and laid the process and technology groundwork for Regence to implement online customer and broker interactions, as well as automating many traditionally paper-based processes.

Regence plans to implement follow-on phases, designed to extend web-based access to partners and complete integration with back-end and other e-commerce applications. Eventually, the CRM system will become the central workplace for internal employees, as well as selected business partners and customers.

Using the new system, Regence employees can capture, qualify and route sales leads; produce real-time reports on sales pipeline activity and sales forecasts; segment customers, prospects and renewals to enable targeted marketing campaigns; improve partner relationships, and measure broker performance. The intention is to give Regence a higher level of knowledge and intelligence on its sales and marketing activities.

Over a nine month period, Onyx personnel worked with Regence colleagues to configure and integrate the software for enterprise-wide usage. Phase I was rolled into production state-by-state over a six-week period. The end result was an implementation completed on time and on budget.

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