Case Study

Delta Dental of

Rhode Island

Headquartered in Providence, Delta Dental of Rhode Island is the state’s leading dental insurer. Learn how Eustace’s Salesforce Implementation enabled the company to focus on sales, not administration.

Established
1959
Affiliated Dentists
145,000
Insured Members
600,000

In 2017 the company created a new subsidiary, First Circle Inc. In early 2018, First Circle Inc. debuted Chewsi, a free app that empowers consumers to save on dental care by using the app and seeing a Chewsi dentist. Chewsi currently operates in Connecticut, Iowa, Massachusetts, New Jersey, Rhode Island, New York and Hawaii and is quickly becoming a national product.

The Problem:

Chewsi was using a patchwork of tools— including Excel spreadsheets — to keep track of its dentist recruitment efforts. The manual processes were inefficient and time-consuming and too much time was spent on administration rather than convincing dentists to participate. Additionally, the recruitment team lacked insight into the sales pipeline.

The Solution:

Delta Dental of Rhode Island was already using Salesforce tools, so Chief Operating Officer Thomas Chase decided that Salesforce was the way to go for its subsidiary company. He engaged with a Salesforce consultant, but was unsatisfied with the vendor’s knowledge and the pace of implementation. He began contacting other Salesforce consultants and left a message for Eustace Consulting President and Founder Chris Eustace.

"I've worked with hundreds of consulting firms over the years and Eustace has been one of the easiest to work with. They've been good, flexible partners."

Thomas Chase
Thomas Chase
Chief Operating Officer, Delta Dental of RI

Eustace is a leading Customer Relationship Management (CRM) Solutions Provider specializing in Salesforce. The company is expert at customizing Salesforce for different types of business.

“Chris called me back immediately,” recalls Chase. “He understood what we needed right away and the company hit the ground running.”

Before implementing Sales Cloud, Salesforce’s customer relationship management system, Eustace consultant Jeremy Eiholzer set out to understand the “architecture” of the customer data – that is, how all of the dentists fit together. A single dentist could work at multiple clinics and opt into Chewsi at one of his or her practices, but not another. This made things more complicated to track. As a result, Eiholzer had to create custom objects that could handle things like junctions between one dentist and multiple practices.

During the three-month engagement, Eiholzer implemented:

  • Two-way integration: Implemented a bidirectional data flow between Sales Cloud and First Circle Inc's back end system, which contained all of the prospecting data. This integration allowed information to flow both ways, creating a single source of truth for improved data accuracy and accessibility.

  • Lightning Dialer customization: Installed and customized Lightning Dialer, a Salesforce solution that enables the Chewsi sales team to reach out to prospects by simply clicking on a phone number within the platform. The customization allowed the association of pho˜ne numbers with multiple opportunities, accommodating situations where a main clinic number connects to more than one dentist. Additionally, Lightning Dialer was further modified to automatically log completed calls as finished tasks.
  • Custom Reporting: Created specialized reports that allow the Chewsi sales team to segment recruitment regions, facilitating better organization of assignments and strategic management of sales territories.

     

ROI:

Chase said the new system has given his recruiters and managers much better insight into the sales pipeline. The time savings has been significant, he said, as recruiters no longer depend on manual processes. And the integration of Sales Cloud with First Circle Inc.’s back end system makes double-key entry no longer necessary. As a result of these efficiencies, recruiters are able to spend much more time on the bread and butter of the business: recruiting dentists.

“Eustace was great to work with,” says Chase. “Jeremy just rolled up his sleeves and got things done. I’ve worked with hundreds of consulting firms over the years and Eustace has been one of the easiest to work with. They’ve been good, flexible partners.”