Bupa Australia

Delivers customer-led transformation

Bupa Australia is part of the Bupa Group, an international healthcare leader with 22 million customers in more than 190 countries.  The largest privately owned health insurance company in the country, Bupa serves more than four million people across Australia and offers a broad range of services, including dental and general practice clinics, aged care homes and optical stores.

Across their contact centre and back-office teams, Bupa employs more than 400 agents who handle 2.3 million calls and 2.5 million manual claims each year via multiple, disconnected channels. The lack of integration of teams resulted in about 30% of the workload being handed off internally. Each claim was touched twice, on average, and sometimes up to eight times before being completed. This made it difficult to respond to changing customer demands in real time.

Bupa undertook a multi-year effort to transform their claims and customer administration teams. The goal was to deliver excellent customer service, efficiently and sustainably. For this specific initiative, disparate back-office processing teams needed to blend customer inquiries between them while providing full visibility of the entire workload. So the company deployed Genesys intelligent Workload Distribution (iWD) to deliver tasks that originated as scanned paperwork, claims, web forms, phone calls and email.


  • Improved average handle time
  • Enhanced first contact resolution efficiencies
  • Improved NPS from -37 to -8
  • Reduced end-to-end cycle times


  • Managing high volume of customer claims
  • Improving integration between teams
  • Increasing first contact resolution
  • Customer demand and agent performance visibility

Partnering with Genesys has enabled us to deliver true, step-wise change and transformation that is materially changing the customer experience for the better.

James Iansek, Head of Customer Service Design and Innovation