When Blue Cross Blue Shield of Massachusetts embarked on its customer relationship management (CRM) initiative four years ago, the Boston-based health insurer could find no other healthcare organization to use as a benchmark.Today, insurers thinking about implementing CRM would do well to examine Blue Cross Blue Shield of Massachusetts as a model for what can be accomplished with a customer-focused business strategy supported by sophisticated CRM technology.

With a corporate promise "to always put our members first" and a CRM application called BlueServeConnect, Blue Cross Blue Shield of Massachusetts has achieved 47.7% member growth over the past three years, as well as a world-class member satisfaction rating of 91% at the end of last year-an all-time high for the company.

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