PHILADELPHIA - Independence Blue Cross recently launched a generative AI tool that will be used to increase positive customer service interactions. The tool will increase response time and accuracy to members in real time.
The tool was introduced early this year, in February. More than 40 IBX customer service representatives have been trained to use the GenAI tool which will allow them to quickly address member specific inquiries, summarize complex medical policies, and look up benefits.
“Customer service representatives will remain at the heart of member interactions, playing a vital role in delivering personalized support,” an IBX spokesperson responded via email to Philly Daily when asked about changes in the role of customer service representatives. “This initiative highlights IBX’s commitment to providing our team members with advanced tools that enhance their effectiveness, boost job satisfaction, and elevate the member experience.”
The main function of the GenAI is that it allows the customer service representatives to use simple conversational language to help the customers understand the health care concept without having to go through multiple steps to find and summarize complex information. The tool automatically records its responses which allows the customer service representative to easily double check the answer with the information that is stored in the old IBX system.
With technology growing and AI tools becoming more popular, the concern of AI starting to replace human jobs grows as well. IBX insisted that AI will not replace their customer service representatives.
"The customer service GenAI tool serves as a tool to empower our representatives, not replace them,” said Michael R. Vennera, EVP and chief strategy, technology and operations officer at Independence Blue Cross. "Our associates have always been our greatest asset. By harnessing cutting-edge technologies, we’re equipping them with the tools they need to enhance their work experience and satisfaction, reinforcing our commitment to putting our members first.”
However, when asked if IBX has made any formal guarantees to its employees about future job security they dodged a direct response.
IBX claimed that so far the tool has received “overwhelmingly positive feedback" as 90% of customer service representatives have said they are excited about its potential for enhancing their work.
Moving forward, IBX plans to utilize GenAI in other departments.
“We’ve established a GenAI Center of Excellence, co-led by IBX business and technology leaders,” the spokesperson explained when asked about potential expansions of GenAI within IBX. “The goal of this initiative is to help responsibly evaluate GenAI opportunities for risks and impact using insights from across the organization.”
