Case Study
How AZ Blue transformed Consent Management
Implementing a scalable solution that supports privacy compliance, Salesforce alignment, and digital transformation.
The problem: Fragmented data and the need for communication relevance
Siloed systems and data sources
With customer data spread across multiple systems, data unification was a challenge when it came to managing customer consents and preferences effectively.
Lack of granularity in preferences
AZ Blue required a system that allowed customers to control what type of information they received, when they received it, and through which channel.
Maintaining regulatory compliance
Compliance with both state and federal regulations was critical in terms of consumer consent, opt-in/opt-out management, and communication privacy.
Integrating with existing technologies
Connecting multiple data systems to their existing technology stack, while maintaining compliance and personalized communications, was proving difficult.
The solution: Centralized consent and preference management
With the Cassie CPM in place, AZ Blue streamlined consent management across hundreds of thousands of member records, redefining the opt-in process to support granular consumer choice.
By eliminating fragmented data sources, they established a centralized source of truth for member consents and preferences. Advanced matching and grouping rules enabled seamless data consolidation and retention, ensuring both accuracy and compliance, while out-of-the-box Salesforce integration unified systems across their entire technology stack.
Measurable ROI
- Paperless adoption increased from 46% to 55% of members opting for electronic communications.
- Improved communication efficiency, enhancing both speed and reach of member engagement.
- Reduced operational costs by cutting down on printing and mailing expenses.
Looking ahead
- Expanding multilingual support to capture and respect language preferences across diverse member groups.
- Introducing cookie consent capabilities for unauthenticated users to enhance privacy compliance.
- Adding new communication channels to broaden reach and improve member engagement.
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