1. Voice of Customer (VOC) Intern
Report
Jessica Bao
Customer Experience

2. Outline
• Background
• Introduction
• Problem Statement
• Method
• Process
• Findings
• Next Step

3. Background
“The opportunity to be part of transformation in the health
care industry, to come to a great company that’s centering
everything it’s doing around the customer and directly
impacting people’s lives – that’s very exciting to me.”
Curtis Kopf, VP, Customer
Experience

4. Introduction
• WHO?
Collaborated with various teams including User Experience, Design
Strategy, Marketing, Social Media, Customer Service, Data Science, and
Lean Development
• WHAT?
Analyzed voice-to-text transcripts from the customer service call to
understand customer’s reasons for calling in order to create actionable
categories to improve their experience
• HOW?
Utilized the Critical Incident Technique

5. Problem Statement
Customers call Premera when they need help or support. In
this way, every call can be seen as a defect to their
experience. The current structure to organize customer
service calls is vague and does not reflect specific reason why
members call. The Voice of Customer team seeks to create
actionable categories that the business can use to create
solutions that help support customers and meet their needs.

6. Method
The Critical Incident Technique is a qualitative interview
procedure which facilitates the investigation of significant
occurrences (events, incidents, processes, or issues) identified
by the respondent, the way they are managed, and the
outcomes in terms of perceived effects.
Chell (1998)

7. Process
• Reviewed 500 speech-to-text transcripts from the
customer service call and highlighted what triggered them
to call
• Identified and categorized the main themes for all the main
concerns through card sorting (Picture in the next page)
• Iterated the process above 3 times
• Validated 28 final themes with the collaboration of
Marketing, Design Strategy, Strategic Development, Lean
and Social Media teams

8. Process (Continued)

9. Findings
28 final themes from the analysis of 500 customer service call

10. Next Steps
• Final validation fine tune categories
• Pilot with a Customer Service team to link to call time
• Establish a connection to cost/time of call, complexity
• Partner with analyst groups and customer service to scale
out the categorization structure (agent workflow or speech
to text tool)
• Share the story/findings with partner stakeholder teams at
Premera such as UX, Marketing, Lean, Market research,
web development, Information technology