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Blue KC Implements IntelliResponse for Self-Service

Virtual agent technology aims for a more engaging online experience for policyholders.

Reflecting a need for better customer experience in health insurance, Blue Cross Blue Shield of Kansas City (Blue KC) has implemented the Virtual Agent technology platform from IntelliResponse. The solution will boost enterprise digital self-service and knowledge management functions for the insurer.

With the onset of the Affordable Care Act, Blue KC anticipates an influx in customer inquiries. In addition to its upcoming website redesign, the insurer chose to launch the IntelliResponse self-service and customer engagement software, which provides a singular knowledge platform that stores group and individual account information. Members can use IntelliResponse to ask questions related to billing, policy or insurance coverage and receive an immediate response.

[Celent: Customers Not Ready for Big Data]

“We want to ensure users can quickly and easily navigate to find the information they seek,” said Deb McCabe, department VP of customer experience at Blue KC, in a statement. “The IntelliResponse Virtual Agent solution will help us respond to the changing interests and needs of our customers.”

In coming months, Blue KC plans to customize answers to inquiries according to policyholder demographics and add an “Ask Us” tool to its customer portal and mobile website.

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Kelly Sheridan is an associate editor for Insurance & Technology. Prior to joining InformationWeek Financial Services, she was a staff writer for InformationWeek and InformationWeek Education. Kelly has also written for trade publication Promo Marketing and a number of ... View Full Bio

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Nathan Golia
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Nathan Golia,
User Rank: Author
3/24/2014 | 7:57:06 PM
re: Blue KC Implements IntelliResponse for Self-Service
Especially given the difficulties in enrollment, insurers can probably expect a lot of tense people and arguably misplaced anger in initial interactions.
Kelly22
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Kelly22,
User Rank: Author
3/18/2014 | 7:29:34 PM
re: Blue KC Implements IntelliResponse for Self-Service
It was a smart move by Blue KC to do this with the onset of the ACA. I agree, Kathy, that insurers are beginning to see that they're going to get a ton of calls and questions. Time will tell which practices are most effective, but I think a system like this one should help both Blue KC and their policyholders.
KBurger
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KBurger,
User Rank: Author
3/18/2014 | 6:06:28 PM
re: Blue KC Implements IntelliResponse for Self-Service
The Affordable Care Act is driving some big investments in improving call/contact center capabilities and performance, and health insurers such as Blue KC are recognizing that they need to be prepared for the many "moments of truth" that will be occurring as consumers contact insurers with lots of questions and confusion. It will be interesting to see what kinds of best practices emerge and how this situation (re)shapes the role of the call center and helps redefine the meaning of customer experience.
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