Krista Boston, Manager

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• Krista Boston, Manager
• Minnesota Board on Aging
• Perry Price, CEO
• Revation.com

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Minnesotas Aging and Disability Resource
CenterCustomer Relationship Management (CRM)
Philosophy

• 5/9/2007

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Minnesota ADRC values

• Three Bs
• Be relevant
• Be accessible (easy to find)
• Be easy to use
• Project Level Values
• Reduce duplication, collaborate and build upon
  existing work
• Keep an eye toward future technological changes

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• The Linkage Lines are a free information and
  assistance phone line that is part of the
  MinnesotaHelp Information Network which helps
  seniors, persons with disabilities and their
  families learn about programs, services, health
  insurance counseling, housing options and more,
  and helps get them connected to the appropriate
  program or service.
• They are a service of the State of Minnesota and
  the official State Health Insurance Assistance
  Program (SHIP) for all Minnesota Medicare
  Beneficiaries as certified by the Centers for
  Medicare Medicaid Services. It is the AGING
  AND DISABILITY RESOURCE CENTER for Minnesota.

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Todays Spotlight Senior LinkAge LineTM

• Our Model
• Minnesota Board on Aging is the designated SHIP
  for MN and manages the statewide system including
  client tracking, services database, system
  coordination, training, and outreach. The
  Minnesota Board on Aging is the State Unit on
  Aging for Minnesota.
• Area Agencies on Aging provide local SHIP
  services through 7 call centers and multiple
  outreach sites that provide face to face
  assistance and recruit and manage volunteers.

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• The Senior LinkAge LineTM has developed expertise
  in the following areas
• Medicare and medical assistance
• Health insurance options
• Prescription drug expense assistance
• Options for paying for long-term Care (e.g.
  long-term care insurance, reverse mortgages)
• Forms assistance
• Caregiver planning, support, and training
• Grandparents raising grandchildren

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Current. Through a toll free line calls are
pre-fix routed to a local community call center
- statewide coverage.
How does it work?Making your way around the
Linkage Line system.

• Senior LinkAge LineTM staff are trained to do a
  preliminary screening and help the caller
  identify programs and services that meet their
  needs.
• Callers are routed to an outreach worker or
  volunteer if they need face to face assistance or
  enrollment help, in person.
• Business hours 8 430 p.m. Monday through Friday

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Senior Linkage Line Call CentersMaking your way
around the Senior Linkage Line system.
Call Centers
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Customer Relationship Management (CRM)

• Customer service is about being aware of customer
  needs and reacting to them effectively.
• CRM helps you to understand, anticipate and
  respond to your customers' needs in a consistent
  way, right across your organization.
• Practicing CRM requires an efficient and
  integrated internal operations system.
• As providers of information and assistance we can
  benefit from the organizational discipline CRM
  imposes, as well as from the technology itself.

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Why is Information about your customers important!

• Can be analyzed to answer key questions the
  question 'why' do they want your product, as well
  as 'what' do they want from you product?
• Understand what motivates your customers - what
  do customers want? What do they value? How do
  they want to interact with your service?
• Customize services. Service development should be
  driven by customer needs.
• Deliver good service - you may interact with your
  customers online, in person or over the 'phone.
• You may be delivering or providing customer
  service. Gear your message and the medium
  accordingly and offer a quick response.
• Make it easy and useful - customer service
  initiatives must be easy to use and offer real
  benefits such as self care or customized service.

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Other Benefits of CRM

• Will help your service if you view it as a set of
  tools that let you do more, more for, and get
  more from, your customer.CRM can
• Develop better communication channels
• Collect vital data, like needs (aggregate level)
  for long term planning.
• Create detailed profiles such as customer
  preferences
• Identify new opportunities

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Measure CRM benefits

• CRM benefits can be measured and quantified.
• Using CRM strategies can lead to increases in
  savings that can be redeployed to
• Reductions in operating costs - it cost around
  30 to handle a customer call via a call center
  but only 2 via a website
• More success in attracting new customers and
  closing deals faster, through quicker and more
  efficient responses to customer leads and
  customer information
• Simplification of marketing and sales processes
  by understanding customer needs Better customer
  service - through improved responsiveness and
  understanding that builds loyalty and decreases
  customer "churn
• Ongoing regular relationship is key to our
  ability to effectively plan for long-term care
  reform

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Selecting a CRM Strategy

• Focus on what type of CRM you need
• Generic
• Industry-specific
• Special customization
• Collaborative characteristics
• Standalone
• Networked
• Web-hosted
• Real-time access to outreach specialists or
  volunteers in the field

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Selecting a vendor!

• The ADRC has unique needs.
• A general question are vendors that serve the I
  and R field right for an ADRC?
• Perhaps they arent necessarily what is needed
  for a CRM strategy for the future (in their
  current form).
• Tend to be limited with regard to reporting
• Limited with regard to security and scalability
• Limited with regard to ability to integrate to
  create a single interface
• Security?
• Which are the leading vendors and price range?
• Which technologies are your competitors using?

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CRM Pays Off in 2006More People were helped.
Data readily available.

• Since its inception, the Linkage Lines have
  answered an increasing number of calls and served
  more Minnesotans every year.
• From November 2005 - January 2006, the LinkAge
  Lines averaged 7,000 calls per week, compared
  with 7,000 calls per month in 2004.
• The LinkAge Line volunteers and staff
  successfully contacted more than 90 of 8,000
  residents to transition them from the Minnesota
  Prescription Drug Program into Medicare Part D.
• For many calls, and especially those related to
  Health Insurance Assistance, individualized
  attention is available.
• In 2005, 10,649 customers received individualized
  assistance in person either at their home, or a
  convenient location.
• In 2006, that number grew to more than 15,158!

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CRM 2004 - 2006
Total contacts
2006 155,493 contacts
2006 98,891 individuals
2005 93,896 individuals
2005 152,402 contacts
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Who is calling?

• Self/Couple 81
• Family or Friend 11
• Agency 8
• Age of Callers
• 60 year olds 81
• Under age 60 19

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How do they hear about Linkage Line?

• Most common way customers hear about us
• Previous caller 35
• Other agency 10
• Word of Mouth 6
• SLL outbound 5
• Presentation 2
• Newspaper 1
• Medicare 1

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How does it work?Making your way around the
Linkage Line system.

• Referral - client data is inputted, including all
  elements of NPR
• Client Contact Form (SHIP).
• Data Transporter - data is uploaded weekly
  (secure) from each AAA.
• Uploaded Data - data that has been uploaded is
  extracted and reported on the extranet and used
  for weekly Dashboard reportingmonitor weekly
  work of each AAA.
• Extranet Calendar - all events reporting
  including SHIP PMA report
• SHIP data - data is uploaded from the Data
  Transporter quarterly to www.shiptalk.org.
• Information collected is used for reporting for
  all grant activities, including all three NPR
  (Client Contact, PMA, Resource Report).

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Resource HouseMaking your way around the Linkage
Line system.
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Resource HouseMaking your way around the Linkage
Line system.
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Data TransporterMaking your way around the
Linkage Line system.
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Data TransporterMaking your way around the
Linkage Line system.
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Extranet Quarterly Report
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Weekly Dashboard ReportWeek of 05/14 - 05/20
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Weekly Dashboard ReportComparative data
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Weekly Dashboard Report
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Monthly Dashboard Report
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Yearly Dashboard
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National Performance ReportMaking your way
around the Linkage Line system.
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Use of CRM oriented Technology to Rapidly Respond
during Part D Flurry

• Prior to Medicare Part D, MN Senior LinkAge Line
  mandated use of on line tools and technological
  solutions
• MN Senior LinkAge Line staff and contractors were
  comfortable using technology
• Systems were already in place and only needed
  some minor adjustments to accommodate tracking
  and resolution of Part D problems
• Part D problem tracking system on Extranet
  provided statewide coordinated efforts to
• Help beneficiaries get the medications they
  needed at the correct cost sharing
• Track trends with individual plan problems and
  issues

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Rapid Response Capabilities

• January 3, 2006 Senior LinkAge Line receives
  calls from duals unable to get their drugs from
  pharmacy at correct cost sharing amounts.
• January 5, 2006 Senior LinkAge Line has specific
  contacts in place with each of the MN 72 Part D
  plans in order to problem solve issues
• January 10, 2006 on line reporting system to
  track problems goes live on extranet MNSHIP, MN
  Medicaid and Ombudsman staff all use extranet
  reporting system
• January 13, 2006 Weekly reports of Part D
  problems provided to Medicaid Director,
  Commissioner of Human Services and Governor
• January 14, 2006 Governor issues Emergency
  Executive Order to pay for drugs for duals with
  state funds
• April 15, 2006 Last date for State to pay for
  Part D drugs for duals
• 4.5 million in state funds 265,000 claims

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Quality Assurance

• Consumer Satisfaction Surveys and Follow Up
• In person/Community Outreach Survey All served
• Call Center Survey First 50 Callers of the Month

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Call Center Customer Survey
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Call Center Customer Survey

• Customer Satisfaction Survey Results
• In 2006, 99 of the respondents found the Senior
  LinkAge LineTM person they spoke with to be
  friendly and courteous.
• 98 of respondents were satisfied with the
  in-person assistance they received from the
  Senior LinkAge LineTM.
• 97 of respondents would recommend Senior LinkAge
  LineTM to someone they knew who needed help.
• 95 of the respondents found the information they
  received from Senior LinkAge LineTM either helped
  them to make a decision or lead them to a service
  they were seeking.
• Information about Disability Linkage Line is
  available.

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High Level Gaps in our Current CRM Strategy 2006

• Much of the public is now using mobile technology
  and more will be (land lines are going away)
• The Baby Boomer of the future is expected to
  start at the internet to do problem solving, not
  via the phone.
• He or she will be more mobile may be out of
  country for a time.
• Technology must be accessible from anywhere and
  low cost.
• In the future, you may dial a web site, not a
  phone number.

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Service level Gaps in the CRM Strategy

• Legacy phone and even IP-PBX options (toll free
  coupled with pre fix routing) are too expensive.
• Balancing an effective and efficient strategy.
• Effectiveness. How local should we go? The
  greater the local presence the greater the
  credibility to the consumer.
• Efficiency and public dollars Demands a single
  statewide call center
• Security is an issue - High risk nature of
  serving public clients with assessment and care
  planning services (ADRC) requires a great deal
  of transparency in service
• ADRC - Single point of entry to pre admission
  screening and long-term care assessment. If
  Linkage Lines play formal role single point of
  entry, they have to be willing to have more
  formal monitoring by state compliance staff.

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The Solution

• A Completely Secure Virtual Statewide Call
  Center!
• One Application Chat, Mail, Voice

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Who is Revation Systems?

• Founded in August 2002
• Shipped first Product December 2003
• Founded by Perry Price from Lucent Mark Pietras
  from IBM
• Develop Software LinkLive Contact Center
  Software
• Headquartered in St. Paul, MN
• Development in Tampa, FL
• 10 People and Growing
• Technology LinkLive Unified Messaging
  Communication Software
• Live Web Chat, Presence, Instant Messaging, Email
  VoIP
• SAFEc Architecture Offers End to End Security
• Sessions never leave trusted domain
• End to End encryption for all media types (chat,
  mail, voip, signaling)
• 100 Cradle to Grave Logging/Recording Events
  Media
• LinkLive Phone Services Toll Free, DIDs Most
  US Markets
• Integrate with Existing Systems
• Active Directory, Citrix, Web, MS Outlook,
  eCommerce
• No VPNs or Ipsec or network security required
• Contact Center Advance Reporting

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Definitions
Virtual Software on your PC that is connected
to the Internet. Works with USB headsets/phones.
Works anytime anywhere. Can also work with
current phone systems. Supports any new phone
number or existing numbers with LNP. Security
Technology with end-to-end encryption, multiple
levels of authentication, access control, storage
control, process, state and federal policy.
Need for HIPAA State compliance across an
integrated communication environment. Unified
1 software download handles live web chat, web
presence, internal chat, FTP, secure email
encrypted voice services.
Live Chat
Voice Over IP
Secure Email
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What we do Who we do it for
Virtual Unified Media Contact Center
Live Chat
Voice Over IP
Secure Email
LinkLive Software

• Financial Services Regional Banks, Credit
  Unions Brokers
• HIPAA Regulated Contact Centers

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Phone Calls
Customers
Contact Center Agents Subject Matter Experts
Secure Mail Web Forms
Primary Contact Center
Agents SMEs Supervisors
PSTN
Secure Web Chat
LinkLive Telecom Svc
Encrypted Voice Chat Mail
ISPs
DMZ
LAN
ISP
With Presence
Internet
DSL
LinkLive Software Subscription
ISP
Cable
Branch Office Site

• Policy Control Manager
• Presence Services
• Media Services
• Blended Media Queue Advanced Routing
• Compliance Integrated Media Logging
• Reporting Monitoring
• Active Directory, Citrix, MS Outlook, Windows,
  Linux, eCommerce, CRM Website Integration

Broadband Enablers
LAN
Wifi Hotspot Traveling Supervisor
Home Office Telecommuting Agent
Remote Overflow Agent
Tier 2 SME
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Internet Economics are Compelling
A company that spends about 8 per phone incident
could reduce its support costs to less than 2
per incident if it rolls out e-mail, live chat
and self-help features on its Web site, says
Patrick O'Neal, chief executive of Sento Corp.
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Generation Chat

• Internet Usage Statistics
• Teen Communication Preferences
• Landline 51
• Instant Messaging 24
• Cell Phone 12
• Email 5
• Text Messaging 3

• Just like we cannot
• Imagine a world without the telephone, our teens
  cannot imagine a world
• without the internet, email and the immediacy of
  instant messaging.
• Kim Killingsworth,
• SVP, ITI eSolutions

Source Pew Internet and American Life Project
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Presence
Click to Chat
Presence Buttons For Individuals
LinkLive Presence
Title
Click to Email
Presence Buttons For Groups
Click for Callback
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LinkLive Message Routing
Content Type of Request Zip Code Specific
Product Area Code, Prefix, DNIS
Time of Day Presence Availability Current
Load Queue Notifications
Full Time Part Time Virtual Office
Real-Time (VoIP/Chat)
Agents
Skills Based Routing Queuing
Seniors Disabled Veterans
Web Forms Email
Skills
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Reporting Transparency
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Reporting
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Demo of ServiceQA
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Customers in many markets
Credit Unions Banks State Governments Medical
Providers Healthcare Admins Fortune 500 Small
Businesses
Paytraxx
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Minnesotas Aging and Disability Resource
CenterCustomer Relationship Management (CRM)
Philosophy

• 5/9/2007