Revitalising Customer Engagement and Growth for a Fortune 500 Healthcare Company
Situation
A Fortune 500 healthcare services company with 8 million members saw a sudden drop in customer engagement. Heavy reliance on automated service tools created impersonal experiences, customer satisfaction fell from 87% to 68%, and renewal rates declined 14%. New digital-first competitors amplified churn risk. Revenue stalled at $3.8B and rising acquisition costs eroded margins.
Leadership engaged DOAS – Advisors to restore customer trust, modernise digital engagement, and re-ignite growth.
Approach
DOAS – Advisors was engaged to stabilise finances, modernise operations, and redefine the nonprofit’s value proposition in an AI-driven education market. Over nine months, the firm led a transformation built around three key initiatives:
Full Experience Diagnostic
DOAS analysed 500k+ customer interactions, chat logs, call transcripts, and benchmarked six digital-health challengers. The core issue was clear: customers felt “processed,” not supported.
Human-Centred Redesign
The team built a new service model prioritising empathy, intelligent escalation, and targeted personalisation.
Implementation at Scale
Cross-functional task forces deployed the hybrid model across 10 major markets in 120 days. DOAS coached service leaders on analytics adoption, performance dashboards, and team engagement.
Key interventions
Hybrid service model
AI handled simple tasks while human-in-the-loop escalation routed complex or emotional issues to live support.
AI augmentation for staff
Predictive insights gave representatives customer context and recommended actions before each interaction.
Integrated customer data
Unified CRM enabled segmentation and personalised communication.
Brand refresh and outreach
Relaunched with a theme centred on restoring human connection and faster service.
Revenue & retention levers
Loyalty tiers, churn-prediction flags, and targeted saves for high-risk accounts.
Impact
Within 12 months, the company regained market momentum and reversed two years of decline.
Customer Growth & Retention
- Membership grew from 8.0M → 9.3M
- Retention improved 82% → 91%.
- Added 12 major enterprise clients, adding $150M in ARR.
Experience Outcomes
- CSAT increased
- NPS improved
- Response time reduced 6.4 min → 2.2 min.
- Escalations to live support dropped 25% as issue-resolution quality improved.
Financial Results
- ARR increased $3.8B → $4.5B (+18%).
- Cash flow strengthened +22%, driven by lower churn.
- CAC decreased 15% through targeted retention and improved segmentation.
- Service cost per interaction fell 12% due to back-office automation.
Summary
Through a human-centred redesign of digital engagement, DOAS – Advisors transformed an eroding customer experience into a competitive advantage. The company shifted from automation-first to human-assisted intelligence, restoring trust, accelerating growth, and re-establishing leadership in a rapidly evolving healthcare market.
