The Challenge:
In 2022, our MA clients faced a twofold challenge as they prepared for the Annual Enrollment Period (AEP): they had to swiftly expand their agent base while also adapting to new state laws requiring agents to sell within their state of residence to maintain their license.
The ResultsCX team realized that to optimize our clients’ AEP potential, a comprehensive strategy was essential to ensure that agents hit the ground running:
- Embarking on a massive hiring initiative, assembling a cohort of over 30,000 licensed agents.
- Providing extensive training for agents and emphasizing compliance to meet regulatory standards.
- Navigating the complexities of state certifications, even for those needing to be earned post-AEP commencement.
- Equipping agents to bridge the gap in member understanding of benefits ensures current members can fully comprehend their coverage options.
- Improving member awareness of the supplemental benefits offered by our client, empowering them to make informed decisions about their healthcare and increasing retention.
The Solution:
In our pursuit of ambitious targets, we crafted a comprehensive strategy that spanned every phase, from talent acquisition to deployment. To streamline our recruitment processes, we introduced our proprietary AI chatbot, Olivia, which guides applicants to suitable roles based on their qualifications and facilitates convenient interview scheduling. We leveraged a diverse range of recruitment streams, including pre-licensed candidates, to slash our cost per hire and surpass our hiring objective by an impressive 111%.
Recognizing the dynamic market conditions, we adjusted our pay rates to remain competitive and attract top talent. Finally, our AI-driven performance management dashboards provided near-real-time updates, empowering us to nurture high-output agents and enhance conversion rates effectively. This concerted effort helped our licensing team acquire and distribute over 30,000 licenses and certificates, ensuring that our workforce was fully compliant and ready for the 2022 AEP season.
In 2023, driven by our commitment to continuous improvement, we expanded upon the achievements of 2022. We introduced the New Hire Orientation Experience (NHOEX), a two-day initiative aimed at enhancing the onboarding process for new employees. Our Licensing and Account Management teams collaboratively developed a new hiring matrix to successfully match licensed candidates with roles that optimally utilized their skills and qualifications. This not only reduced licensing costs but also improved alignment with client needs.
In 2024, we further strengthened our approach by enhancing the Computer Diagnostic Test (CDT), ensuring candidates’ equipment and internet speeds aligned seamlessly with client requirements. Broadening our equipment vendor network further enhanced our equipment provisioning capabilities, especially for programs not approved for Bring Your Own Device (BYOD). Meanwhile, our dedicated CMS Task Force and Member Retention Unit continue to maintain a laser sharp focus on achieving two major objectives – improving CMS Star ratings and fostering member loyalty.
The Results:
Our comprehensive approach resulted in the creation of a dedicated team of trained and licensed agents, empowering our clients to ramp up quickly and enter the AEP period poised and confident. Prioritizing agent preparedness and member education enabled us to deliver remarkable member and business outcomes across five clients and eight Lines of Business (LOBs).
- ResultsCX ranked #1 against competitors in every instance.
- Met or exceeded gross sales goals for 4 out of 5 AEP
- 3% conversion rate and a 92.17% save rate for a Leading Managed Care Provider of government-sponsored healthcare.
- Surpassed AEP conversion goals by 110% and OEP goals by 118% for large not-for-profit health insurer.
- 35% conversion rate for a Top 5 health insurance provider.
- All AEP clients surpassed their conversion targets with average sales conversion rate of 16% across clients—even those historically struggling with low single-digit conversions saw significant improvements.
- An impressive 34% conversion rate on average across large health plans – solidifying our position as the top performer against competitors.
- Accelerated speed-to-competency, setting a new benchmark for AEP/OEP initiatives.
- Over a 5% reduction in early attrition due to the implementation of the New Hire Orientation Experience (NHOEX).
ResultsCX continues to expand the scope of collaboration across multiple clients, extending beyond the traditional AEP timeframe – a testament to the trust our clients place in us.