With 2.4 million members, Blue Cross Blue Shield of Massachusetts has avoided the common errors of implementing customer relationship management (CRM).First and foremost, senior management decided in 1998 that the Boston-based company would adopt an enterprisewide, client-centric business strategy, which it calls Concierge Service Delivery.

Concierge Service Delivery is the term Blue Cross Blue Shield of Massachusetts uses to describe its commitment to treat members as if they are guests at a premiere hotel. This level of service is instilled in the company's 3,400 employees through five corporate principles that guide their actions:

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