Industry
Technology
Challenge
Federal employees experienced significant surges in healthcare insurance inquiries during open enrollment, coupled with a persistent need for benefits education throughout the year. However, staff resources were insufficient to provide timely, high-quality support at scale, leading to increased reliance on call centers and longer wait times for employees seeking information.
Results
By deploying PRSONAS™ avatar experiences, BlueCross BlueShield of Massachusetts achieved measurable improvements in employee engagement and satisfaction. The avatars provided 24/7 self-service support, reducing dependency on call centers, increasing accessibility for employees on all shifts, and delivering key resources during both open enrollment and ongoing retention periods. The solution enabled over 23,950 total interactions, with 1,919 specifically during open enrollment, driving higher customer satisfaction and operational efficiency.
Key Product
Product one
The Challenge
Blue Cross Blue Shield of Massachusetts recognized that federal employees faced high volumes of questions and support needs during open enrollment, as well as ongoing requirements for healthcare insurance information throughout the year. Limited staff availability made it challenging to provide comprehensive, real-time assistance, resulting in increased pressure on call centers and delays in employee support. The need for a scalable, accessible solution was clear to ensure employees could access vital information and resources at any time, day or night.
The Solution
To address these challenges, Blue Cross Blue Shield of Massachusetts turned to PRSONAS™ avatar experiences. After evaluating multiple options, the organization selected PRSONAS™ interactive digital assistants for their ability to deliver real-time, personalized support via digital kiosks. These avatars were deployed at two high-traffic federal employee locations, providing instant access to healthcare plan information, resource links, and guidance during open enrollment and beyond. The always-available digital workforce ensured employees could receive assistance on their schedule, reducing bottlenecks and dependency on live representatives. As noted by Chris Chrisanthopulos & Alex Stathopoulus, Senior Director & Field Service Executive at BCBS of MA, "The top 3 most valuable elements of using HealthPlanAI avatars are customer satisfaction, convenience, accessibility & presence."
The Results
The implementation of PRSONAS™ avatar support transformed the employee experience
for federal workers. Across the two locations, the avatars facilitated 23,950 total interactions, including 1,919 during the critical open enrollment window. Employees benefited from immediate answers to their healthcare insurance questions, seamless access to resources, and a consistent support experience regardless of shift. The reduction in call center dependency led to operational efficiencies and improved satisfaction ratings. The project continues to demonstrate the value of scalable digital workforce solutions in healthcare, with customer feedback highlighting increased convenience, accessibility, and a strong presence for employee engagement.
