America's Health Insurance Plans - Consumer Experience Summit - Measuring Success: Which Customer Focused Initiative is the Right One? - Amy Cueva
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Measuring Success: Which Customer Focused Initiative is the Right One? You've gone beyond segmentation and have done some qualitative research to understand what consumers really need and want from your organization. You've used those research insights to envision an improved consumer journey that will alleviate pain points and even deliver delight! The team is on the same page that this vision will result in a fundamentally improved experience. But there are many aspects of the journey. Many changes will need to be made, some large and some small. Which are more important? Which will get you the most results? What should be done first, second, and third? Where should limited investment dollars be spent? This talk will explore key considerations for measuring consumer engagement, deciding which metrics are important to your organization, and how to set up guiding principles as a framework for decision making.
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America's Health Insurance Plans - Consumer Experience Summit - Measuring Success: Which Customer Focused Initiative is the Right One? - Amy Cueva
- 1. @ Amy Cueva @ MadPow - Founder & Chief Experience Officer @ HxRefactored - Chair of Design Track – April 5-6, 2016 CUSTOMER FOCUSED INITIATIVES WHICH IS THE RIGHT ONE?
- 2. zz Strategy & Service Design Behavior Change Organizational Design & Training Design & Implementation Research & ValidationEMPATHIZE ENVISION MOTIVATE TRANSFORM EXECUTE
- 3. 1. Business Alignment 2. Experience Evaluation 3. Opportunity Prioritization 4. Experience Ideation and Validation 5. Experience Monitoring and Guidance FOCUSING CUSTOMER EXPERIENCE EFFORTS
- 4. WHAT IS MOST IMPORTANT? BUSINESS ALIGNMENT: 1
- 6. Increase top line revenue via: • Customer Attraction • Competitive Differentiation • Customer Retention Increase bottom line revenue via: • Channel Migration/Self Service • Informed Decisions • Condition Management BUSINESS OBJECTIVES
- 7. • Give me access to the best care. • Save me money. • Make things easy to understand. • Answer my questions easily and accurately. • Be easy to do business with. • Do the work for me where possible. • If there is something I should know, tell me proactively. • Keep up with my expectations for experience excellence. CUSTOMER EXPECTATIONS
- 8. Explicit Intention: Figure out what is wrong with me. • Initiated Interaction: Find a specialist. • Motivation: Diminish anxiety. Feel better. Implicit Intention: Save money. • Prompted Interaction: Review specific ways to save money in the future. • Motivation: Financial wellbeing. EXPLICIT vs. IMPLICIT CUSTOMER INTENTIONS
- 9. SHARED VALUES +SHARED ACTION =SHARED PROFIT Cindy Gallop (FINANCIAL & SOCIAL)
- 10. BIZ & CUSTOMER ALIGNMENT Improved Rentention Not having to learn a new plan Satisfaction focused initiatives can yield loyalty and retention. Decision support can deliver cost savings. Business Customer Cost savings via informed decisions Access to quality care with budget in mind
- 11. SEGMENT ALIGNMENT Health Status Motivation Healthy & Motivated to Stay Healthy No Conditions Yet but Little Health Motivation – At Risk Motivated to Manage a Condition Well Not Motivated to Manage Condition Focus Initial Efforts Here
- 12. Masseuse PCP Support Network: Friends & Family Pharmacist Lawyer Chiropractor Health Coach CSR CSR CSR HR Cardiologist Nurse Therapist Weight Watchers Gym Lobbyists Social Worker Politicians Lobb Patient Advocate Translator Financial Entities Transportation Service Heart Health Start Up Hospital Network Hospital Cardiology Lab Pharmacy Pharma PBM Insurance Company Insurer for Hospital Federal Government HS FDA CDC egislature utive ch Employer Condition Management Companies Information: Google, Web MD, YouTube, iTunes Condition Management Start Up Walk in Clinic Organizations & Non-Profits Health Tech Health Exchan State Govern Local Agencies Health Communications Patient Community THE HEALTH ECOSYSTEM
- 13. JOURNEY ALIGNMENT Brand Perception Plan Exploration & Selection Onboarding 1st Use Preventative Engagement Episode Diagnosis Treatment Planning Condition Management Something Goes Wrong
- 14. HOW ARE WE PERFORMING? EXPERIENCE EVALUATION: 2
- 16. Awareness of Health Problem Evaluate Whether or Not to Seek Medical Help Lab Test SampleSeek Health Care Solution - RECEPTIONIST - LAB RECEPTION - BILL - RECEPT - LAB RECEPTIO -DOCTOR - PATIENT’S ROOM -DOCTOR - PATIENT’S ROOM - LAB TEST REQUEST -RECEPTION - CLINIC - PHONE LEAVE SAMPLREGISTRATION CHOOSE LAB TEST SERVICE PRESCRIBED LAB TEST GET DOCTOR EXAM REGISTER/ COPAY SCHEDULE APPOINTMENT EVALUATE MEDICAL NOTES SEARCH SYMPTOMS NOTICES THEY ARE UNWELL HAVING A LAB TEST WAKE UP AT DAWN DROP KIDS AT SCHOOL JOURNEY MAP TOUCH POINTS USER JOURNEY LINE OF VISIBILITY BACK STAGE FRONT STAGE INTERACTION ZONE DATABASE LOG SAM I feel really dizzy. This isn’t usual. Better go see my doctor. It’s probably nothing. I hope... I have to get a lab test? Adjudicate PAYER EMR ACCEPT REQUEST TAKE SAM REQUEST LAB TEST/PAYMENT EXAMINE / REVIEW PATIENT HISTORY CHECK-IN SCHEDULE APPOINTMENT Oh, what a beautiful morning. Those kids sure are a handful! I wonder what I might have? Is it serious? Is this worth a trip to the doctor? Which lab should I go to? Which is best? Hopefully this is quick and painless. All done, no can do is ho the bes SCENARIO THOUGHTS ALTERNATIVE PATH TOUCHPOINT STAGES EMOTIONS PERSONA TASK BACK STAGE PROCESSES
- 17. CUSTOMER NEEDS HIERARCHY OF Trustworthy Easy Kind Meaningful Very Cool Delightful Relatable Functional
- 18. BECOME STUDENTS OF THE PROBLEM, INCLUSIVE IN OUR APPROACH.
- 19. Method Spotlight Humans are complicated. The richness of detail in the story provides both information and inspiration. ETHNOGRAPHY
- 20. Method Spotlight Considerations: Hierarchy of Needs, Cognitive Load, Emotional Intensity, Explicit, Implicit, and Unmet Needs, Mental models, Intended Pathways, Intervention Perception ETHNOGRAPHY
- 21. will tell us where we need to FOCUS, where we are DOING WELL, and where we need to IMPROVE. EMOTION
- 22. A SPIKE IN EMOTION IS INDICATIVE OF AN UNMET NEED.
- 23. Method Spotlight TRIADING Go to my Insurance Company’s Website Call My Insurance Company Ask a Friend or Google How do you find a doctor? Why?
- 24. Method Spotlight STAKEHOLDERS Involve Stakeholders: Immerse Employees and Decision Makers in Research. Use Rich Methods like Diary Studies & Secret Shopper.
- 25. Method Spotlight CALL CENTER Observation & Associate Interviews: What is driving calls? Context? Channel switching? How can they be handled better or avoided all togther?
- 26. Method Spotlight POST INTERACTION SURVEYS Measure efficacy of pivotal interactions, but don’t forget to measure interactions that couldn’t occur.
- 27. Method Spotlight ANALYTICS Understanding Customer Behavior: “There is a fundamental different between what people say and what they do.”
- 28. Method Spotlight DIGITAL MATURITY Can our customer access most needed features while mobile? Do we have the ability to personalize the experience and make anticipatory design a reality?
- 29. STRATEGIC PARTNERS PEOPLE FAMILY & FRIENDS SOCIAL MEDIA COMMENTATERS WELLNESS SALESPERSON STATE/FED LEGISLATION STATE/FED REGULATORS HR BENEFITS ADMIN CONTENT CREATOR INTERNAL SALES DTF/DSPOC COMPANY CONTACT UCCI IT OFFICE ASSISTANT 3RD PARTY VENDOR OTHER PATIENTS GOVN’T ADMIN BLOGGERS RECEPTION BROKER HYGIENIST DENTIST STATES VS. OVERSEAS CONFERENCES AT WORK AT HOME BENEFITS FAIR MILITARY EVENTS PROVIDER OFFICE EXAM ROOM WAITING ROOM PARKING LOTS COMMUNITY OUTREACH TRAVELING ONLINE IN CAR REMOTE VS. POPULATED AREA CO-WORKERS DEPENDENTS REPORTERS RECOVERY KIDS BEGIN DENTAL CARE USE MYDENTAL BENEFITS UNDERWRITING ONBOARDING CHANGE PLAN CHOOSE DENTAL TREATMENT EMERGENCY PROTOCOL BENEFITS SELECTION ACCOUNT INSTALLATION MEMBER REGISTRATION MAKE AN APPOINTMENT SUBMIT A CLAIM INQUIRY REFERRALMAKE A PAYMENT HOME CARE & MAINTENANCE ONLINE REGISTRATION CAN CREATION ACTIVE DUTY ACTIVATION TRAVEL TO DENTIST COST- ESTIMATOR AUTHORIZATION APPROVAL LOD INJURY STRATEGIC PARTNERS INFO STORE AUTHORIZATION SUBMISSION LOD APPROVAL MILITARY INSTALLATION GRIEVANCES SUBMIT AN APPEAL AUDITS GO TO DENTIST FIND A DENTIST MOVING PLAN/ PRODUCTS OPINION LAB CO COMPUTER BILLS COVERED SERVICES TABLET EM W PROVIDER AMENITIES BENEFITS GRID MY B W MPHONE LETTERS (W MARKETING MATERIALS CHOMPER CHUMS PRE DETERMINATION GOOGLE MAPS ID CARD MEMBER APP SOCIAL MEDIA MOBILE APPS UCD WEBSITE ENVIRONMENTS PROCESSES DENTAL SUPPLY REP PEOPLE ORAL SURGEON OTHER DENTISTS PHARMACY LAB INSURANCE COMPANY FAMILY OFFICE MANAGER HYGIENISTS SPECIALISTS RECORD KEEPING TRAFFIC PARKING LOT ADMIN SPACE OPERATING ROOM LOCATION WAITING ROOM OFFICE ASSISTANT RECEPTIONIST PATIENTS SENDING EMAILS FILING CLAIMS SCHEDULING APPOINTMENTS FACILITY MAINTENANCE GREETING PATIENTS CREDENTIAL- ING OBTAINING LICENSING REQ CLEANING TEETH BILLING PATIENTS CONDUCTING PROCEDURES BEING ON-CALL FOR HOURS CONDUCTING EXAMS PHONE CALLS ORDER SUPPLIES MARKETING FAX WEBSITE MY PATIENT BENEFITS EMAIL PRACTICE MANAGEMENT SOFTWARE MAIL DENTAL EQUIP- MENT/TOOLS PHONE COMPUTERS NETWORK ENVIRONMENTS PROCESSES ARTIFACTS BANKING PEOPLE PARTNER ENROLLMENT DEPARTMENT PARTNER SALES REP TPAS OTHER EMPLOYEES DENTAL ELECTRONIC SERVICES IT SUPPORT OTHER CARRIERS PARTNER ACCOUNT INSTALLATION TRADE EVENTS PAPER HEALTH & BENEFITS FAIRS OPEN ENROLLMENT BROKER OFFICE PRIVATE EXCHANGE MOBILE PUBLIC EXCHANGE ACCOUNT INSTALLATION MEMBERSHIP AND BILLING PEGA SYSTEM ANALYST OPEN ENROLLMENT ENROLLMENT PROCESS PERFORMANCE GUARENTEE RESEARCH ON AN EXCHANGE REVIEW CLAIMS EXP. BILLING PROCESS MEMBER COMPLAINTS BROWSE ON THE WEBSITE REVIEW OF LAWS BILL PAYMENT REVIEW NETWORK SUFFICIENCY DETERMINE FUNDING NEED FOR INSURANCE ONBOARDING EMPLOYEES REVIEW OF COMPETITORS FINALIST PRESENTATION DETERMINE BENEFIT BUDGETS REQUEST A QUOTE GEMUS ERROR REPORTING PREMIUM FILES CERT E-DELIVERY (ENROLLMENT) SHARPOINT (MAINT. FORMS) POLICY DOCUMENT AGL (INSTALLA- TION & MAINT.) DEMO- GRAPHICS SALES BROCHURES GPA (POLICY) COB LAT GEO P EX ELECTRONIC FORMS ADMIN KITS GLI E ACCOUNT MANAGEMENT PORTAL E-BILL INVOICES ELECTRONIC COMMUNICATION PAPER ENROLLMENT ENVIRONMENTS PROCESSES ARTIFACTS DENTAL SUPPLY REP PEOPLE ORAL SURGEON OTHER DENTISTS PHARMACY LAB INSURANCE COMPANY FAMILY OFFICE MANAGER HYGIENISTS SPECIALISTS RECORD KEEPING TRAFFIC PARKING LOT ADMIN SPACE OPERATING ROOM LOCATION WAITING ROOM OFFICE ASSISTANT RECEPTIONIST PATIENTS SENDING EMAILS FILING CLAIMS SCHEDULING APPOINTMENTS FACILITY MAINTENANCE GREETING PATIENTS CREDENTIAL- ING OBTAINING LICENSING REQ CLEANING TEETH BILLING PATIENTS CONDUCTING PROCEDURES BEING ON-CALL FOR HOURS CONDUCTING EXAMS PHONE CALLS ORDER SUPPLIES MARKETING FAX WEBSITE MY PATIENT BENEFITS EMAIL PRACTICE MANAGMENT SOFTWARE MAIL DENTAL EQUIP- MENT/TOOLS PHONE COMPUTERS NETWORK ENVIRONMENTS PROCESSES ARTIFACTS ECOSYSTEMS MEMBER PROVIDER EMPLOYER BROKER ECOSYSTEM AUDIT Evaluate each touchpoint against hierarchy of needs.
- 30. WHERE SHOULD WE FOCUS? OPPORTUNITY PRIORITIZATION 3
- 31. STRENGTHS & WEAKNESSES What are the biggest experiential strengths, weaknesses, opportunities which represent current gaps and unmet needs?
- 32. EXPERIENCE QUALITY & FREQUENCY Experience Frequency ExperienceQuality Strong: Frequent Experience Contributor Weak: Frequent Experience Detractor Weak: Infrequent Experience Detractor Strong: Infrequent Experience Contributor
- 33. PATTERNS Do the strengths and weaknesses manifest around a certain persona or intention, a particular part of the journey, a specific channel or tool?
- 34. FOCUS DEFINITION What tool, segment of the journey, or personas are our focus? What are criteria for measuring the success of those experiences?
- 35. WHAT EXPERIENCE WILL WE DELIVER? EXPERIENCE IDEATION & VALIDATION 4
- 36. COLLABORATION Diversity of participation helps form focus, iteration helps refine that focus.
- 37. CONCEPTUALIZATION Envision the journey and micro- interactions keeping customer intentions and needs in mind.
- 38. VALIDATION Will the design perform as we intended?
- 39. HOW DO WE ENSURE IMPROVEMENT OVER TIME? EXPERIENCE MONITORING & GUIDANCE 5
- 40. is a byproduct of how we are organized internally to deliver it. THE EXPERIENCE
- 41. THE MATURATION OF EXPERIENCE DESIGN INSIDE ORGANIZATIONS Pretty Stick
- 43. Consider how business decisions will impact the customer through a gut check or more involved surveys and analysis. How many members will be effected, and how often? Positive Neutral Negative BUSINESS DECISIONS GUIDING
- 44. THANK YOU. @ Amy Cueva @ MadPow - Founder & Chief Experience Officer @ HxRefactored - Chair of Design Track – April 5-6, 2016
- 45. Creating the Member Journey Vision: Heal the Pain & Build Trust
- 46. CVS Helping Consumers Navigate their Health
- 47. Getting the Right Message to the Right Person at the Right Time
- 48. Evidence-based maternity decision making for PregnantMe
- 49. Improving the Self Service Mail Order Rx Experience
- 50. Helping New Policy Holders Understand Their Coverage
- 51. HotSeat HOTSEAT tackles sitting disease through behavior change and game design
- 52. What Motivates? CDC Designs for Medication Adherence
- 53. CVS Helping a Hospital Empower the Newly Diagnosed
- 54. Molding Technology to Match Clinician Workflows