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Bupa moves member portal to the cloud for scalable, responsive, secure user experience

Complete platform rebuild leads to mobile responsiveness, an increase in self-service and a 10% reduction in call centre volume

84,000 employees





Sitecore Experience Awards 2018

Complete platform rebuild leads to mobile responsiveness and an increase in self-service.

Bupa is the largest health insurer in Australia, providing health insurance services and products to more than 6 million customers in Australia and New Zealand, and more than 32 million worldwide.

The company has millions of members on its myBupa website. Since its go live in 2017, myBupa has seen 2 million logins, and more than 600,000 transactions processed each month. This new level of customer engagement has led to a significant drop in call centre volumes, with a 10.3 per cent reduction year on year, equating to 17,000 calls annually.

As a result of a 16-month program, Bupa Digital completely rebuilt the myBupa site, which is a self-service website for members. The new site is based on Sitecore Experience Platform 8.2, which natively supports Microsoft Azure services.


  • Totally reinvent customer service using the myBupa portal to provide greater personalisation and choice
  • Increase customer satisfaction
  • Deliver mobility services through myBupa portal


  • Sitecore® Experience Platform™ (XP) (v8.2)
  • Microsoft Azure (PaaS)
  • Sitecore® Experience Database (xDB)
  • Sitecore® Experience Accelerator™ (SXA)


  • Four point increase in Net Promoter Score
  • 10.3% reduction in call centre volumes
  • 1.5 million customers on the myBupa app platform
  • 600,000 transactions on myBupa per month
  • 15% increase in returning members
  • 22% decrease in bounce rates
  • Up to 60% improvement in page response time

Machine learning and artificial intelligence are all about helping to inform and personalise the customer experience. When you build an experience that is customer centric, the outcomes can be very good.

Bjorn Miller
Digital Development Manager, Bupa

The Sitecore advantage, with Machine Learning on the roadmap

As a result of the Sitecore implementation, myBupa is now handling 600,000 customer transactions per month, with 1.5 million logins to the service over the last twelve months. Net Promoter Scores have also increased by four points since the service went live, demonstrating the effectiveness of the Sitecore and Azure solution, which powers both the myBupa website and the apps on customer mobile phones.

The company is now focused on adding big data and machine learning functionality to the platform as a way of further improving customer service. This means that the myBupa portal, using machine learning and artificial intelligence (AI), would pre-emptively surface functionality that is relevant to the customer’s task at hand. This would lead to a further reduction in service time, and the number of steps that the customer has to complete to achieve a certain task.

Additionally, Bupa is focused on providing an omnichannel approach to customer service so that the app and other service channels can provide whatever information the customer is looking for at any given point in time.

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