1. Identify customer pain points in order to proactively respond to member needs 2. Enable call center representatives to trigger targeted marketing campaigns based on member behavior . 3. Trigger automated call scripts based on specific consumer workflows 4. Identify cross sell and upsell opportunities to ensure members have the appropriate level of coverage 5. Quickly identify significant member events such as late bill payments and trigger personalized automatic recommendations to resolve. 6. Educate and empower the CSR team to create more meaningful customer interactions to drive customer acquisition and retention 7. Provide customers with greater transparency into products, services and pricing.