Preparing To Serve The New Health Insurance Consumer: Reimagining Front-Line Employee Training To Deliver Remarkable Customer Experiences

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In the new consumer-focused health care environment, where individuals have the ability to easily pick, choose, and move amongst multiple providers, payers must now do much more than simply provide a …

In the new consumer-focused health care environment, where individuals have the ability to easily pick, choose, and move amongst multiple providers, payers must now do much more than simply provide a service. The speaker in this session will explore how to create a superior customer member experience by utilizing your most powerful asset: the front-line employees who will touch these new consumers on a daily basis. The speaker will also demonstrate the difference between traditional corporate training and newer experiential learning environments, highlighting how these newer environments can transform your customer service agents into brand ambassadors. You will see how this type of learning is designed and developed, and learn how to apply the latest science of instructional design to your own organization.

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  • 1. Preparing To Serve The New Health Insurance Consumer: Reimagining Front-Line Employee Training To Deliver Remarkable Customer Experiences Page 1
  • 2.  OOBE (doobie doo)  Terms & conditions may apply  Remarkable is the new normal  Learn how we learn  Flip your classroom  Get rich (media)  Go forth, Brand Ambassadors Page 2 http://www.huffingtonpost.com/2013/01/31/watershed-moment-as-salsa_n_2593548.html Today’s take-aways…
  • 3. The Healthcare OOBE (Out Of Box Experience)  Sometimes, it isn’t the best… Page 3
  • 4. The Healthcare OOBE (Out Of Box Experience)  …despite great lessons from other industries Page 4
  • 5. Measuring That Experience  Net Promoter Score (NPS)®  “On a scale of 1-10, how likely is it that you would recommend {company name} to a friend or colleague?” Source: www.netpromotersystem.com, www.satmetrix.com Page 5
  • 6. How The Health Insurance Customer Experience Stacks Up    Page 6 Average Net Promoter Score (NPS) of 12 for the health insurance sector Only worse category is Internet Service (NPS of 9) Leaders like USAA, Apple, Costco, and Southwest are in the high 70s/80s
  • 7. Your Front-Line People Have The Greatest Ability To Impact The Customer Experience (Favorably or Unfavorably)  Customers overwhelmingly (and obviously) want to be served by smart, capable, and informed agents who can resolve their issue; yet most feel like they don’t receive that from their insurer Having employees who are knowledgeable and well-informed 47% Having customer service available at convenient times 48% The amount of time I have to wait to be served The amount of time it takes to completely resolve my issue or problem Having customer service people who can deal with my issue without having to refer me to another person 85% 79% 79% 39% 78% 37% 76% 39% % respondents rating characteristic as "important" (top 2 of 5 boxes) % respondents rating "satisfied" with characteristic (top 2 of 5 boxes) Source: Accenture: “The Seven Things Your Health Insurance Customers Are Not Telling You” Page 7
  • 8. Your Front-Line People Have The Greatest Ability To Impact The Customer Experience (Favorably or Unfavorably)  One-third of health insurance customers frequently encounter poorly-trained agents who cannot help them with their issue, causing extreme frustration Having to contact customer service multiple times for the same reason 77% 30% Dealing with customer service agents who cannot answer my questions 76% 28% Having to repeat the same information to multiple customer service agents 74% 35% Being on-hold for a long time when contacting customer service Dealing with customer service agents who are unfriendly or impolite 74% 38% 73% 17% % respondents rating "extremely frustrating" with the situation (top 2 of 5 boxes) % respondents rating "encounter this a lot" with the situation (top 2 of 5 boxes) Source: Accenture: “The Seven Things Your Health Insurance Customers Are Not Telling You” Page 8
  • 9. Implications Of This Poor Experience In The Emerging Consumer-Oriented Health Insurance Marketplace Moving from:  Limited selection  Opaque  Lacking differentiation To:  Options & choices  Transparency  Customer service differentiation Importantly, in this new world, a remarkable customer experience – enabled by great front-line employees - is a critical imperative for insurers’ sustained growth and profitability. Page 9
  • 10. Reimagining Front-Line Employee Training To Deliver Remarkable Customer Experiences re·mark·a·ble 1. Notably or conspicuously unusual; extraordinary 2. Worthy of notice or attention Page 10
  • 11. How do you move from conventional corporate training to engaging experiential learning? Pedagogy Test Case Constructivist Learners construct their own meaning through exploration, extrapolation, and elaboration. Do tasks require learners to create a genuine work product and synthesize information? Problem-centered & Inquiry-based (Situated) Humans learn by doing. Learning a new concept or skill includes practice with the concept or actual skill, accompanied by coaching, advice, and correction by an expert (instructor or on-screen guide). Do tasks ask learners to solve a realworld problem? Situated Learning occurs as a function of the activity, context, and culture in which it occurs or is situated. Are tasks presented in an authentic context and do they require social interaction and collaboration? Reflective To encourage learners to reflect on what they’re learning, we include opportunities in the instructional materials for learners to ask questions about their new learning. Do tasks encourage learners to re-trace their steps and discuss their insights with peers to build new understanding? Communal & Collaborative All learning is socially mediated. Do tasks require learners to work in collaborative teams to collectively solve a problem through conversation and/or negotiation? Page 11
  • 12. 1. Learn how we learn In every country in the world we have adopted a view of education that is simply wrong. Since we are all products of that education system, we react negatively when we are told that everything we thought was necessarily true about education is wrong. The time has come to throw out the old, out of date, and irrelevant education system and replace it by something relevant to how the mind works and relevant to how the world we live in works. http://www.rogerschank.com Page 12
  • 13. Learn how we learn: How the mind works  Expectation Failure: We only learn something new when our existing mental models don’t work Demo: Capability & Commitment Page 13
  • 14. 2. Flip your classroom • Use a blended delivery model • Push “lectures” and “content” to self-directed delivery • Use the synchronous classroom for lean-forward learning http://www.knewton.com/flipped-classroom/ Page 14
  • 15. Flip your classroom: The physical (or virtual) space from Page 15 to
  • 16. Flip your classroom: The activities            Role Plays (using small group breakouts) Socratic Dialogue Jeopardy and other class/team games Group Debriefs Expert Shadowing Exploration & Scavenger Hunts Jigsaw Top-10 Lists Concept Map T-Chart Debates Demo: Live Classroom Recordings Page 16 http://bit.ly/NA3jF3
  • 17. 3. Get Rich (Media Learning Objects)       Demos: Microsoft Lab & A&F Retail eMails Page 17 Graphics Animations Interactives Videos Simulations Audio
  • 18. Put it all together and you’ll create Passionate users that deliver remarkable experiences Insert iPhone 4S release movie here Page 18