Healthcare services
Revitalising Customer Engagement and Growth for a Fortune 500 Healthcare Company
A healthcare company with 8 million members saw engagement collapse after automating service. We rebuilt it around human connection.
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
The work ran in three stages.
Full experience diagnostic
DOAS analysed more than 500,000 customer interactions, chat logs and 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: a unified CRM enabled segmentation and personalised communication
- Brand refresh and outreach: a relaunch centred on restoring human connection and faster service
- Revenue and 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 and retention
- Membership grew from 8.0M to 9.3M
- Retention improved from 82% to 91%
- 12 major enterprise clients added, worth $150M in annual recurring revenue
Experience outcomes
- Customer satisfaction and Net Promoter Score both recovered
- Response time fell from 6.4 to 2.2 minutes
- Escalations to live support dropped 25% as resolution quality improved
Financial results
- Annual recurring revenue rose from $3.8B to $4.5B (+18%)
- Cash flow strengthened 22%, driven by lower churn
- Customer acquisition cost fell 15% through targeted retention and better segmentation
- Service cost per interaction fell 12% through back-office automation
Summary
Through a human-centred redesign of digital engagement, an eroding customer experience became a competitive advantage. The company shifted from automation-first to human-assisted intelligence, restoring trust, accelerating growth and re-establishing leadership in a fast-moving healthcare market.