CASSI
Overview
CASSI, the health and assistance fund for Banco do Brasil employees, is one of the largest non-profit health plan administrators in Brazil, serving over 720,000 participants. With a complex service ecosystem, the institution sought to enhance its beneficiary and provider relationship management, integrating multiple Salesforce platform solutions to optimize processes and improve user experience.
The Challenge
CASSI needed to unify relationship management with participants and healthcare providers, overcoming barriers in data integration between multiple internal and external systems. Replacing existing tools and ensuring interoperability with accredited providers demanded a robust and scalable architecture, capable of centralizing information and reducing team response times.
Furthermore, managing the care journey across a national territory with 27 autonomous units nationwide hindered process standardization. The lack of a direct and interactive channel for participants impacted health monitoring, while the absence of a centralized repository limited the automation of alerts and follow-up tracking, affecting service efficiency.
See the Impact
Método
Journey and Solutions
To transform relationship management with participants and providers, CASSI implemented the Salesforce platform, encompassing solutions such as Health Cloud, Marketing Cloud, Data Cloud, Sales Cloud, and Service Cloud, in addition to Einstein Bot, Digital Engagement, Loyalty, and Advertising Studio. The journey began with process mapping and alignment with Salesforce accelerators, ensuring an efficient transition. One of the initial focuses was care journey management, enabling personalized participant monitoring, from lead capture and nurturing to clinical care coordination.
The implementation also included the creation of interactive channels, such as CASSI Chat, WhatsApp, and automated chatbot service, offering agile and integrated support. To optimize the experience, personalized marketing campaigns were structured, alongside a loyalty model that uses gamification to encourage participant engagement.
The unification of processes included building a centralized data repository, enabling seamless interoperability between providers and CASSI units. By adopting standardized tools, it was possible to improve territorialization, population management, and service flow, ensuring a 360° view of relationships with beneficiaries and partners. Furthermore, the digitalization of processes reduced reliance on physical documents and spreadsheets, promoting greater operational efficiency.
The journey enhanced communication between service teams and healthcare professionals, ensuring a continuous flow of information within the CRM. This allowed for the creation of automatic alerts and reminders, optimizing follow-up tracking and improving care coordination. With this integrated structure, CASSI achieved significant gains in productivity and satisfaction, consolidating a new standard of care for its beneficiaries.
Método
Result
CASSI’s digital transformation resulted
in a more efficient and participant-centric operation. The unification of systems and the adoption of Salesforce solutions significantly reduced service response times, ensuring greater agility and precision in interactions. With a robust CRM and a centralized repository, CASSI gained a complete view of the beneficiary, enabling more strategic and personalized decisions.
The new digital journey optimized care coordination, increased engagement with offered services, and solidified the first implementation of this magnitude in Latin America in terms of cloud volume.
ília’s culture, focused on the client and technological excellence, was an essential differential for the project. Our specialization in the healthcare sector enabled us to create a pioneering, scalable, and adaptable solution to CASSI’s needs, reinforcing our position as a benchmark in industry digitalization. It’s worth noting here that we were pioneers in this implementation, which became a milestone in Salesforce projects in Latin America.
The efficient integration of clinical and operational data strengthened population management and elevated the participant experience, reflecting the direct impact of innovation on the quality of service provided.
Feedback
André Kliger,
Customer Experience – CASSI
“We understand that ília is a versatile, flexible company always focused on adding value to our business. This partnership has enabled us to achieve our goals. We recommend them!”