improving the health of Bupa

arvato helps Bupa increase its revenues through a successful customer contact campaign

“arvato’s telephone telesales programme for Bupa Wellness programme has helped us improve revenues by 15%. arvato also secured an incremental 6% of additional business for us. In addition to the real results, the campaign was carried out with the care and professionalism that Bupa customers expect.”

Helen Bruce, Senior Marketing Manager, Bupa

challenge: to personalise sales

Bupa selected arvato to provide outbound telesales services for Bupa’s Wellness programme – a range of personalised health assessments.

The challenges included:

• Personalising the sales approach to different customer types
• Cleansing and improving the prospect data – some over seven years old
• Securing what could be perceived as a “nice-to-have” health appointment during a difficult economic climate. Costs of the screenings varied between £120 and £3,000.

solution: intelligent prospect profiling

arvato contacted three groups of customers to book a health screening appointment at a Bupa centre: past attendees, existing Bupa members and non-Bupa members.

To ensure the most effective and efficient customer contact campaign, arvato used an intelligent profiling and scoring matrix for Bupa’s prospect data, according to variables such as age, business or private customer, time lapsed since previously using Bupa, and propensity to remain with Bupa. This enabled arvato to tailor the outbound calls and screening propositions. Each health screening appointment was validated by the quality team to ensure the customer fully understood the type of screening purchased.

Working in a spirit of partnership to share in the success of the campaign, arvato and Bupa moved from a fixed-hourly rate of payment to a risk-reward system based on successful bookings.

successes: healthier revenues

• Increased Bupa Wellness revenues by 15% over a two month period
• Secured 6% of additional business in the same timeframe by cross-selling other services to Bupa members
• Completed an average of 100,000 outbound calls a month

services: contact and control

• Contact campaign management
• Database profiling and scoring
• Outbound telesales
• Full sales validation
• Quality and compliance control
• Diary bookings
• Reporting