How bswift’s Service Center Is Redefining Employee Benefits Support

If balancing technology and human connection sounds like a tightrope act, Eric Strom is the guy who makes it look easy. He’s spent nearly 30 years in benefits administration and knows that, when it comes to serving employees, the magic happens when cutting-edge tools and compassionate people come together.

At the bswift Service Center, this ‘magic’ isn’t just some vague and squishy concept, its real strategy, AI-powered tools and well-trained, real people that make the difference. And as SVP of the Service Center at bswift, Strom is driving it all.

“Service is really about meeting people where they are and helping them at their point of need,” he said during the latest episode of the  podcast.

Strom’s insights gave podcast listeners a window into what it takes to lead one of the most forward-thinking employee benefits call centers. He touched on everything from prioritizing human connection and balancing it with cutting-edge tech to smart career advice and fostering a culture of excellence. Strom’s perspective on customer care and his approach to service is refreshing, especially in an HR environment marked by ever-rising employee expectations.

Read on (or watch below) to find out how bswift is making it all happen.

How ‘Never Say No’ Shaped an HR Service Leader

Strom didn’t set out to lead a service center. “I was a finance major,” he exclaims. “I thought I’d go into some corporate job, spend a couple of years getting my feet wet, and then see where that took me.” But a pivot came early, sparked by an opportunity early in his career

Today, as SVP of bswift’s Service Center, Strom focuses on aligning technology with empathetic service. Under his leadership, bswift combines innovation with human connection to create seamless, supportive experiences for employees.

His advice to those who want to lead someday is simple: “If you trust your boss—your leadership, your mentor—never say no to an opportunity.” It’s this, along with his commitment to valuing relationships over perfection, that defines his approach to leadership.

The Role of Technology in Benefits Call Center Excellence

Strom believes employees today expect (and deserve) on-demand answers, delivered seamlessly across their channel of choice. It’s why bswift has invested heavily in an omnichannel approach, providing help over the phone, via chat, or through self-service tools.

“We’re living in this Amazon-driven world of service, and you probably all could relate to that, right?” Strom explained. “It doesn’t matter if they’re contacting Amazon, the bank, their cell phone, their ben admin provider, customer expectations are as high as ever because of how Amazon has made it easy to do things.”

That’s why bswift has invested heavily in advanced technology like Emma™, bswift’s Mindful AI™, as well as in its people. From seamless self-service tools to reassuring live agents, every interaction is designed to help employees navigate their benefits and get their questions answered.

“If an organization is out of that balance and does not invest in all forms of service—meaning the tech and the people and the tools—that solution will lose value,” Strom said. “And you can’t provide great customer service if that balance isn’t there.”

How the bswift Service Center Redefines Employee Support Services

When employees have questions about their benefits, it’s rarely just to confirm something simple. Nobody’s casually ringing up their HR service center to chat about their flexible spending account. When employees reach out, they’re usually navigating a deeply personal moment like a medical challenge or family emergency.

What sets the bswift Service Center apart is its ability to meet these personal moments with both empathy and speed. AI plays a role here, yes, but it’s not the kind of AI that replaces people. Instead, it amplifies the customer service representative’s (CSR) ability to connect, resolve, and reassure.

“Our agents expect to have that comprehensive knowledge base,” Strom explained. “And now we have that.” The technology, known as Emma™ Agent Assistant, serves up relevant information that empowers bswift’s CSRs to proactively address questions, creating a frictionless experience for the employee.

A Culture That Fuels Outstanding Employee Support

Maintaining that critical balance between technology and people requires more than just investments in both—it requires the right culture. That’s why Strom is focused on ensuring CSRs feel valued and motivated to do their best every time. “I want our teams to know that if they are engaged in the work they’re doing and they focus on serving the customer, they’ll do great in the role,” he said.

This culture extends to how excellence is recognized and rewarded. From offering high-performing CSRs breaks from the rigorous call monitoring process to implementing meaningful incentive structures to boost pay, bswift has created an environment where CSRs feel supported and valued.

“We want to reward anyone who provides great service above our norms,” Strom noted. And building this positive culture has paid off. The bswift Service Center boasts an attrition rate well below 10% annually—a stat that’s nearly unheard of for an employee benefits call center, and a testament to the power of investing in your people.

But this people-first strategy isn’t just about happy CSRs. It creates an experience that transforms interactions for the better. The bswift Service Center’s 95% satisfaction score puts a number to the success, but the real proof is in the more than 50,000 voicemails from employees praising bswift agents for their care and professionalism.

“Those voicemails are super passionate and emotional and praiseworthy,” Strom said.

Why the bswift Service Center Prioritizes Employee Benefits Support

Unlike many service centers that are focused on cutting costs, Strom’s team locked in on fostering a culture that would help them deliver superior customer service. Strom trusted that serving clients and their employees well would serve bswift well, too.

“We sort of flipped it and said we’re going to improve customer experience and it’s going to save money,” he said.

And it worked. Empowering agents with better tools and training has resulted in fewer repeat calls and faster resolutions. That saved money in the long run, and more importantly, provided a better experience. That’s the kind of smart approach that savvy HR teams notice because it makes their employees happier.

The Future of Employee Benefits Service Centers

Looking forward, Strom says he’s optimistic about the power of combining AI with human support. “AI tech is going to continue to make things easier. It’s going to make it easier for the customer, it’s going to make it easier for the agent.”

Providing support in navigating benefits is becoming a core part of the employee experience, and bswift is helping employers raise the bar. Through investments in advanced tools and training, and a solid service-center culture, bswift ensures employees and HR teams alike are taken care of.

For HR leaders trying to balance operational efficiency and meaningful support, this is the kind of benefits support solution that can drive real results and lasting loyalty. Because at the end of the day, great service isn’t only about fixing a problem. It’s about how people feel when they reach out, it’s about trust, reassurance, and making sure employees walk away feeling seen and supported.

It’s the way employee benefits support is meant to be.

What to Look for in an Employee Benefits Support Center

Not all benefits support is created equal. If you’re evaluating options, here are the must-haves for a standout employee benefits support:

• Omnichannel access: Employees should have seamless access to support their way: phone, chat, or self-service tools.
• Empathetic, well-trained agents: Look for agents who combine a people-first emotional intelligence with deep benefits expertise to help employees navigate complex decisions.
• Smart tech integrations: AI-powered tools should enhance—not replace—human connection. The best benefits service centers use technology like real-time agent assistants to provide faster, more accurate solutions while maintaining empathy and connection.
• Proven success metrics: Look for low agent attrition rates (less than 10% turnover), high satisfaction scores (a 90%+ CSAT), and a high service level (at least 70% of calls answered in under 30 seconds).
• Best practices built in: From first-call resolution to real-time knowledge support, the best benefits support centers set the standard with best practices that ensure every interaction is efficient, effective, and meaningful.

Looking For a Benefits Support Partner Who Checks All the Boxes?

Our Service Center brief breaks it all down, so you can see how we achieve our 95% satisfaction rate.

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