Company: GoHealth
Company Description: As a leading health insurance marketplace, GoHealth's mission is to improve access to healthcare in America. For customers, enrolling in a health insurance plan is confusing and difficult, and seemingly small differences between plans can lead to significant out-of-pocket costs or lack of access to critical medicines and even providers.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Sales Training or Coaching Program of the Year - Other Service Industries
 Nomination Title: GoHealth Sales Training or Coaching Program of the Year - Other Services: GoLicense | GoLearn |GoSell
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the achievements since July 1, 2020 of the nominated woman, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below.
Written answers to the questions
- Briefly describe the nominated individual: history and past performance (up to 200 words):
Total 200 words used.
In 2020, Leadership at GoHealth uncovered a business need to restructure the onboarding experience for Consultants. The organization had struggled to create a culture of learning and accountability. GoLearn and GoSell were created to address these concerns. GoLearn became the training program for new hires and GoSell became the nesting and coaching program following completion of GoLearn.
Previously, knowledge-based topics and skills-based topics were covered in isolation with no overarching process or workflow to demonstrate the purpose behind the topics and their connection. In the re-imagined onboarding program, a holistic approach was taken in which the required knowledge, skills, and attitudes to complete tasks are covered simultaneously in the context of a workflow. For example, previously industry knowledge and sales skills were covered separately. In the new program, each step of the sales process was covered in order. Relevant industry knowledge and sales skills were covered where they would be called upon in the sales process. This connected the topics through workflow and showed the learners that the content was immediately applicable. The focus on a holistic approach to knowledge, skills, and attitude requirements resulted in a paradigm shift for the learning organization that drove increased retention and Consultant satisfaction.
- Outline the nominee's achievements since July 1 2020 that you wish to bring to the judges' attention (up to 250 words):
Prior to the development of GoLearn and GoSell, one of the problems facing the business was the high attrition among newly onboarded Consultants. In 2019, turnover rates increased by 37%. Exit interview feedback from Consultants who left the organization indicated that most did not feel their onboarding training adequately prepared them for their roles, leading to low confidence levels. Furthermore, it led to a $28,00 loss in revenue for each onboarded Consultant.
The business projected significant growth for the next two years. As a result, the organization invested in hiring and upskilling newly hired Consultants. The business looked to L&D to develop an organization-wide onboarding program that would prepare agents for the work they needed to do on the job, which developed into GoLearn. The primary goals of the program were to decrease attrition and upskill new hires to carry out the skills and behaviors necessary to succeed in their role. One-year results showed that GoLearn/GoSell reduced turnover by 128%.
The broader impact that GoLearn/GoSell has had on the organization, specifically on turnover, solidified the impact that Learning and Development has. This impact has been recognized by the business as a main driver in the retention of new hires. As a result, the business continues to allocate resources to the monitoring, maintenance, and future innovation of GoLearn/GoSell. Additionally, the success of the program has inspired similar GoLearn/GoSell programs in other sales and customer service departments, including Continuous Education programs and other learning initiatives.
- Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
After implementing the new strategy outlined above, the team analyzed the training impact through surveys, assessments, interviews, and monitoring of key performance indicators. Surveys were administered periodically throughout new hire training.
The program observed a drastic decrease in employee attrition and increased rates of plan effectuation, which is the primary success metric used by the organization. Measured on a Likert-like scale, increased employee satisfaction was observed. The average results surpassed the goal of 4-out-of-5 points in each week it was administered. Additionally, the adoption of the sales process resulted in higher scores from Quality Assurance.
From data compiled on scorecard results of new hires, higher QA scores for new hires in 2022 vs. 2021 was observed. In 2021, QA scores were regularly below 70. In 2022, these were above 80 on average. (See figure 1)
Plan effectuation is used as a measurement of employee satisfaction and quality since it represents the rate of retention for plans an agent will sell. With the updates incorporated in 2022, we observed a 13% increase in plan effectuation in March and an 8% increase in plan effectuation in April.
Following the implementation of the new onboarding programs, the effectuation rate rose to 83% on average. This represents a 7% increase in effectuation post-implementation and a 3-percentage point average over goal. (See figure 2)
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Figure 1: Improvement in QA Scores in the first 4 months of the new onboarding experience. Any calls scoring over 80 are considered good quality. The program increased QA at a rate that was significant and scalable.
New Hire Agent QA Scores by Month
April - 75.4
May - 77.7
June - 79.5
July - 81.4
Figure 2: The effectuation rate is the rate at which the plans Consultants sell go into effect. This is a measure of quality and sales skills because it means the members are please with the service and product they receive. 80% effectuation is the goal for new hires. The new onboarding program enabled learners to meet that goal. (see attached).
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