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The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
The health insurance customer experience - Understanding the impact of simplicity
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The health insurance customer experience - Understanding the impact of simplicity

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Few would argue that customers crave simplicity.But from a business perspective, does it really matter? …

Few would argue that customers crave simplicity.But from a business perspective, does it really matter?

Siegel+Gale demonstrate the role of simplicity in creating positive customer interactions that build customer loyalty and ultimately increase revenue.

+ Gain insights into the findings of our Global Brand Simplicity Index - a report that evaluates the simplicity of 400+ global brands, including top national healthcare insurers

+Learn how your priorities stack up against the latest PinPoint report - a survey of 1,000+ health insurance customers on which brand experiences have the greatest impact

+ Understand how innovative companies have made simplicity pay, and consider how to get started creating simpler, high-impact brand experiences

Siegel+Gale is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. We deliver comprehensive services in brand development, simplification, research and digital media. Since our founding by brand sage and simplification pioneer Alan Siegel in 1969, Siegel+Gale's mantra has been "Simple is Smart."

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  • 1. The health insurance customer experience: Understanding the impact of simplicity February 20, 2014
  • 2. Introductions Maria Boos Group Director of Simplification Ed Lanigan Vice President, Business Development, Simplification 2
  • 3. Let’s talk Simplicity pays Priorities for insurers Achieving simplicity 3
  • 4. 4
  • 5. GBSI 2013 10,000+ consumers in 7 countries 5
  • 6. Percentage of growth of index/portfolio 200% +167% Simplicity Portfolio 150% Since 2009, the Simplicity Portfolio has 100% beaten the average global stock index by 100% +83% S&P +72% Dow +69% DAX +45% FTSE 50% 0% Siegel+Gale— -50% Global Brand Simplicity Index 2013 2009 2010 2011 2012 2013 through Aug 2nd 6
  • 7. Simplicity increases loyalty 75% of consumers are more likely to recommend a brand because it provides simpler experiences 7
  • 8. Customers will pay more For simpler experiences, people would pay: 5.4% up to 4.4% 4.5–4.7% 4.8–5.3% and more more more more Banks/Retail Shipping/Mail General insurance Utilities Media Telecom/Cable Social media Travel/Hotels Telecom/Cell phone Internet retail Travel/Booking Travel/Air Travel/Train Travel/Car rental Appliances Automotive Retail/Health and beauty Internet search Health insurance Retail/General Restaurants Retail/Grocery Electronics Retail/Fashion Fitness 8
  • 9. Customers will pay more For simpler experiences, people would pay: 5.4% up to 4.4% 4.5–4.7% 4.8–5.3% and more more more more Banks/Retail Shipping/Mail General insurance Utilities Media Telecom/Cable Social media Travel/Hotels Telecom/Cell phone Internet retail Travel/Booking Travel/Air Travel/Train Travel/Car rental Appliances Automotive Retail/Health and beauty Internet search Health insurance Retail/General Restaurants Retail/Grocery Electronics Retail/Fashion Fitness 9
  • 10. Industry rankings Global Industry Simplicity Score Global Industry Simplicity Score 14. Shipping/Mail 3. Restaurants 950 736 734 15. Retail/Health and beauty 16. Social media 565 564 530 4. Internet retail 723 17. Automotive 529 5. Appliances 719 18. Fitness 524 6. Retail/Grocery 711 663 19. Banks/Retail 517 501 657 625 21. Telecom/Cable 23. Travel/Car rental 11. Travel/Booking 602 595 24. Health insurance 445 329 12. Travel/Air 574 23. General insurance 258 13. Telecom/ Cell phone 565 1. Internet search 2. Electronics 7. Media 8. Retail/General 9. Travel/Hotels 10. Retail/Fashion 20. Travel/Train 22. Utilities 484 473 10
  • 11. Industry rankings Global Industry Simplicity Score Global Industry Simplicity Score 14. Shipping/Mail 3. Restaurants 950 736 734 15. Retail/Health and beauty 16. Social media 565 564 530 4. Internet retail 723 17. Automotive 529 5. Appliances 719 18. Fitness 524 6. Retail/Grocery 711 663 19. Banks/Retail 517 501 657 625 21. Telecom/Cable 23. Travel/Car rental 11. Travel/Booking 602 595 24. Health insurance 445 329 12. Travel/Air 574 23. General insurance 258 13. Telecom/ Cell phone 565 1. Internet search 2. Electronics 7. Media 8. Retail/General 9. Travel/Hotels 10. Retail/Fashion 20. Travel/Train 22. Utilities 484 473 11
  • 12. Health insurance has the most to gain in the US
  • 13. Let’s talk Simplicity pays Priorities for insurers Achieving simplicity 13
  • 14. Why simplicity matters The brand that members know is the one they interact with every day Call center Programs Mobile self-service Correspondence Policies & statements Online interfaces Forms & applications 14
  • 15. But how do we know which customer interactions matter most?
  • 16. The Health Insurance Experience ™ PinPoint A Consumer Research Study
  • 17. PinPoint Consumer Research 1,000 consumers 5 insurers 13 brand experiences
  • 18. Contribution to the NPS Pre-/Open enrollment and enrollment have the greatest impact on the NPS 24.4% Pre-/Open enrollment 19.4% 14.5% 9.6% 7.7% 5.8% 5.6% 5.0% 3.6% 1.9% 1.6% 0.5% 0.5% Enrollment Claims processing Finding a doctor on website/web portal Explanation of benefits (EOB) ID cards Customer service call center Coverage documentation Welcome packet Wellness and disease management services Pre-authorization Online claims management tool Medical cost estimator 18
  • 19. Let’s talk Simplicity pays Priorities for insurers Achieving simplicity 19
  • 20. HAPIfork: helps you lose weight by notifying you if you’re eating too fast 20
  • 21. Nike+ FuelBand: a personal coach tracks and inspires progress 21
  • 22. Lifestraw: simplicity in problemsolving saves lives 22
  • 23. But what about those everyday touchpoints?
  • 24. Walgreens Balance Rewards: makes it easy to earn and redeem rewards for taking healthy steps 24
  • 25. Innovative prescription packaging increases compliance and reduces errors 25
  • 26. EmblemHealth: simplified member portal clarifies plan data for preenrollment review 26
  • 27. 27
  • 28. Quest: simplified patient reporting makes data actionable… Before After 28
  • 29. …in any channel the patient prefers 29
  • 30. Financial services companies are ahead of the curve in reinforcing value propositions… 30
  • 31. …facilitating goal setting and tracking… 31
  • 32. …welcoming customers onboard… 32
  • 33. …and simplifying terms 33
  • 34. But a proliferation of communications and tools overwhelms the health insurance member 34
  • 35. The solution: The Simplification Blueprint
  • 36. What, when and how should you communicate with members to drive engagement and satisfaction?
  • 37. The Simplification Blueprint Define     member  and  business   needs   Map     the  current     member  experience       Envision     the  op2mized   experience  that  will   meet  member  and   business  needs  more   effec2vely       Iden0fy  and   priori0ze     specific  work  plans  to   implement  the   op2mized  experience   Test  and  refine     prototypes  of  the   highest-­‐priority   touchpoints  and  plan   for  long-­‐term   implementa2on                     37
  • 38. Mileage Plus 38 38 38
  • 39. The situation Although United’s Mileage Plus loyalty program was intended to enhance customer relationships and drive customer engagement, the reality was a fragmented customer experience with uninspired and disengaged members. Website Membership application Email Direct mail IVR and call center Airport kiosk Airport CSR Statement 39
  • 40. Getting to the root of low engagement Member research revealed three distinct segments within the member base—yet none felt well-served by the loyalty program. 40
  • 41. The solution Our audit of all member touchpoints revealed an airline-centric mentality as the root of the problem. We outlined an engagement strategy to transform every communication or interaction into a member-centric experience. No matter what the specific functional purpose of any touchpoint, it’s an opportunity United should seize to “show, encourage, help and recognize” the member. Communications pillars Member need fulfilled 41
  • 42. Defining a new contact strategy We began by outlining a new contact strategy that increases the number of touchpoints and integrates messaging across them to reinforce the member relationship across the entire life cycle. Before After 42
  • 43. Delivering the right information at the right time Each touchpoint consistently reinforces key messaging, but the level of detail modulates based on the primary purpose and delivery channel of the communication. Summary Elite benefits and more Detail Benefits by status level My Upgrades My Upgrades tab landing page My Upgrades detail pages Terms and conditions 43
  • 44. Speaking with a unique brand voice Voice guidelines ensure that all member communications reflect a common tone and support the brand attributes. 44
  • 45. Removing airline jargon More detailed writing guidelines specify how to replace numerous “insider” terms with simple program architecture that employs descriptive language. 45
  • 46. Reaching members when and how they prefer The most frequent point of interaction is Mileageplus.com. Our redesign is simple, appealing and built around the tasks users most frequently want to do. 46
  • 47. Carrying the themes and content through email… 47
  • 48. …and onto the mobile experience 48
  • 49. Thank you. Today’s Presenters Maria Boos – mboos@siegelgale.com Ed Lanigan – elanigan@siegelgale.com Related Links Global Brand Simplicity Index http://simplicity.siegelgale.com/ For questions or more information on Siegel+Gale and our Simplification practice please email info@siegelgale.com

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