Tanya Mena   |   Amy Widicus  |  Chris Althoff
Health Care Service Corporation
Focusing on Customer Experience & Digital 
...
How many of you believe your organization would 
say it delivers a superior customer experience?
92%
8%
Bain & Co. conduct...
Technology Innovations 
and Adoption
Rising Healthcare Costs
• Internet access and web adoption
• Mobile and smart devices...
Competitors are Ramping Up
Traditional competitors are adopting consumer‐centric business models
Category newcomers are ta...
Consumers are Confused
Our own analysis showed that our customer experience remained 
disjointed across traditional and di...
We Started to Identify & Close Experience Gaps…
BUY USE DEPARTSHOP
JOURNEY
MAPPING
PEOPLE – Employees, Partners, Vendors
P...
We Conducted Research on Digital Too…
Understanding our Digital Customer
What We Found
BUY USE DEPARTSHOP
+ –
RENEW
Lack of customer follow up 
during application processing 
Need for simple cost...
HCSC Digital Experience Program
Facilitating the End-to-End Customer Experience
• Poor understanding of
customers digital
preferences
• Disjointed user
experience
• No strategic direction
for digital to...
 Guided Personas 
Provides customized shopping 
experience based on most 
common ‘types’ of shoppers 
(Family, Retired, S...
 Shopping Cart
 Enhanced Self‐Service
Recent Successes
 Lead Generation
 Transparency Tools
Initial Results & Next Steps
Initial Results Next Steps
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Focusing on Customer Experience & Digital Innovation to Reduce Customer Friction, Improve Sales and Drive Down Cost

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Transcript of "Focusing on Customer Experience & Digital Innovation to Reduce Customer Friction, Improve Sales and Drive Down Cost"

  1. 1. Tanya Mena   |   Amy Widicus  |  Chris Althoff Health Care Service Corporation Focusing on Customer Experience & Digital  Innovation to Reduce Customer Friction, Improve  Sales and Drive Down Cost
  2. 2. How many of you believe your organization would  say it delivers a superior customer experience? 92% 8% Bain & Co. conducted a  study of 362 firms who  believed they had a  superior customer  experience. Only, 8% of companies  had customers who  agreed.
  3. 3. Technology Innovations  and Adoption Rising Healthcare Costs • Internet access and web adoption • Mobile and smart devices • Increasing physician specialization • Developing medical technologies • Aging US demographics  Drivers Trends The Industry is Changing… Heightened Customer  Expectations Increased Consumer  Responsibility and  Engagement • Experiences in other sectors are raising  the bar for healthcare • Information transparency is becoming  an expectation (choice, cost, value) • Buyer Shift from Employer to Consumer • Greater consumer involvement in planning & spending healthcare dollars
  4. 4. Competitors are Ramping Up Traditional competitors are adopting consumer‐centric business models Category newcomers are taking advantage of healthcare relationship gaps
  5. 5. Consumers are Confused Our own analysis showed that our customer experience remained  disjointed across traditional and digital channels The rest of the healthcare ecosystem
  6. 6. We Started to Identify & Close Experience Gaps… BUY USE DEPARTSHOP JOURNEY MAPPING PEOPLE – Employees, Partners, Vendors PROCESS – Business Processes, Policies and Procedures TECHNOLOGY – Systems, Applications and Data BUSINESS  CAPABILITIES + – RENEW WEB PROVIDERS CAREBRAND MOBILE SOCIAL CUSTOMER RESEARCH TOUCHPOINT ANALYSIS “They say “Through It All” but  why can’t I get signed up on a  payment plan so I can keep my  coverage?” “This is so frustrating! I have two  benefit statements and five doctor  bills. I’m not sure what I should  pay!” “I just need someone to  explain the insurance  coverage I just bought and  how to use it.”
  7. 7. We Conducted Research on Digital Too… Understanding our Digital Customer
  8. 8. What We Found BUY USE DEPARTSHOP + – RENEW Lack of customer follow up  during application processing  Need for simple cost  transparency and healthcare  management tools Poor management of policy  cancellations A need for education &  guided shopping Confusing welcome and  on‐boarding processes or education & guided  shopping Confusing EOBs and no  comprehensive bill  reconciliation support Need for consumer‐ centric language and  clear options around  premium increases
  9. 9. HCSC Digital Experience Program Facilitating the End-to-End Customer Experience
  10. 10. • Poor understanding of customers digital preferences • Disjointed user experience • No strategic direction for digital tools • No eRetail capabilities • Lost revenue opportunities • Inadequate budgets and support • Basic member portal capabilities • Fledgling multi-channel capabilities • Disjointed user experience compounded by multi-channel footprint • Basic online shopping tools • Comprehensive member portal with user-centric focus • Comprehensive eRetail site with shopper-centric focus • Member experiences still disjointed across member lifecycle • Powerful suite of digital resources to engage user regardless of lifecycle stage (shopper, member, etc.) • Highly engaged customers through with multiple channel and media offerings. • Social Communities Digital Experience Evolution Building an Incremental Roadmap
  11. 11.  Guided Personas  Provides customized shopping  experience based on most  common ‘types’ of shoppers  (Family, Retired, Small Business  Owners, etc.)  Educational Content Provides  information on  health insurance to  inform and guide  prospects  Premium Meter An interactive educational  tool that allows users to  understand the correlation  between various plan  variables and their health  insurance premium.   Shop By Price An interactive product  selection tool that  allows users to enter in  a monthly premium  they can afford, and the  tool will display  matching plans.  Includes filter options  and seamless  integration into the  application process Early Efforts
  12. 12.  Shopping Cart  Enhanced Self‐Service Recent Successes  Lead Generation  Transparency Tools
  13. 13. Initial Results & Next Steps Initial Results Next Steps
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