Improve customer service under increasing competitive pressure.
Turned data on millions of customers into valuable, decision-making information.
Interested in Highmark Blue Cross Blue Shield? Download the PDF
As the eighth-largest health insurance company in the United States, Highmark Blue Cross Blue Shield has a membership in the millions. By managing this vast amount of customer information, Highmark has turned customer data into an invaluable marketing asset.
"SPSS enables us to perform thorough analysis of our membership and gives us the demographic profiles that we need. We can find markets for expansion so we may better serve our customers," said Eric Untch, marketing research specialist with Highmark Blue Cross Blue Shield.
Working with large amounts of data, Untch said SPSS' sort and aggregate data management functions made it possible for Highmark to identify different characteristics of customers and use this data to plan member service improvements. Analysts also used techniques such as frequencies and crosstabs to help clean datasets and to compare product penetration rates by region.
While these techniques may sound complicated to run, they're not. According to Untch: "I appreciate the automation features because they enable me to just point and click—I can easily re-run analyses. There's no burden of remembering the language. I can spend my time with my data and be more productive."
The complete list of global SPSS success stories can be found here
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