Findings from a 2019 CMO Council study of over 2,000 global consumers, found that when it comes to selecting a channel of choice, everyone agrees: Omnichannel IS the Critical Channel of Choice. So how are brands meeting this expectation? Are marketers, customer experience and service professionals truly delivering on omnichannel experiences? Are the tools we are using actually reaching our customers where and when THEY prefer. Join us as Blue Shield of California’s’ Elizabeth Scarborough, Employer Marketing's Lori Mazurek, and Precisely's Lisa Sutrick and Sarah Warren talk to us about the customer experience challenges they faced… and how by using personalized videos and chatbot technologies they are able to not only enhance their customer’s experience, but truly change the dynamic of the relationship they share with their customers whilst achieving crucial KPI’s. In addition we will explore the key channel preferences that customers want - web, mobile, print, email, SMS, chat and video, to ensure that as a customer-obsessed organization YOU can embrace new market opportunities and exceed expectations. Key takeaways: - Increase customer satisfaction and service - Anticipate customer needs - Acquire, grow and retain customers - Improve your bottom line Let us help you add impact where it counts.

1. An Integrated CX
Approach
Empowering CX at Blue Shield of California

2. Welcome
Lisa Sutrick
Managing Director,
Precisely
Elizabeth Scarborough
Sr. Marketing Manager,
Blue Shield of California
Sarah Warren
Presales Engineer,
Precisely
Lori Mazurek
Member Communications Strategist,
Blue Shield of California2 An Integrated CX Approach

3. CX and omnichannel are top priorities in 2020
Most businesses have started their digital transformation
3
22.3%
32.2%
45.3%
49.0%
61.3%
0% 50% 100%
Mobile engagement
Single customer view
Digital transformation
Omni-channel communications
Customer experience
Top 5 Corporate Priorities 2020
Source: Aspire, The State of CCM-to-CXM Transformation, 2019
N = 512 enterprises (worldwide)
49%
of businesses are investing in
omnichannel communications
to increase customer experience (CX)
and realize higher business growth
An Integrated CX Approach

5. What’s in Common
• ALL generations expect a blend
of both DIGITAL and PHYSICAL
channels as part of their ideal
communications mix
• ALL generations MOST enjoy
having access to a PERSON
who can help when they need it
• NO generation gives brands an
A for omnichannel engagement,
as ALL say brands are doing a
“PRETTY GOOD” job
• ALL have been FRUSTRATED
by the lack of connection
between channels
• ALL have QUESTIONED their
relationship with the brand
because of the frustration
5 An Integrated CX Approach

6. The Omnichannel Expectation
6 An Integrated CX Approach

7. It’s all about creating a
seamless
experience…
71% of
consumers
have QUESTIONED why they do
business with a brand that
frustrates them cross-channel.
84% of
consumers
are FRUSTRATED when they have to
repeat themselves as they shift
across channels.
7

8. An Integrated CX Approach8
The COVID-19 Impact

9. EngageOne Video
9
Evolve to video that
interacts with your
customers

10. Case Study
Lori Mazurek
Liz Scarborough Laird
Tuesday, June 16, 2020
10

11. 1
2
3
4
What we’d like to share
About our company
The solution
The results
Challenges & opportunities
Next steps5

12. • Blue Shield of California (BSC) is a nonprofit
health insurance company
• Key company objectives include:
• Improving the consumer experience with BSC
• Finding digital solutions to replace paper
• Our Marketing team’s role is to:
• Acquire new members during employers’ open enrollment
• Create customized communications with employer-specific
benefits
About our company

13. Print costs are high
Challenges & opportunities
Challenges
Find digital solutions
Opportunities
Choosing a health
plan is painful
Reaching prospects
is difficult
Reduce complexity &
increase engagement
Expand reach

14. The solution: EngageOne Videos!
• Delivers an engaging digital
experience without paper
• Offers plan-specific customization
required by our employer groups
• Interactive interface allows viewers to
select the plan information they need
most
• Provides valuable insights into our
members’ journey

15. Our videos are customized with each employer’s
health plan details

16. Viewers are asked questions to help guide them to
the topics that interest them the most

17. Employees can compare health plans

18. And get details on medical & pharmacy
benefits, or find network doctors…

19. And learn about our programs & services

20. Channels used to promote the videos
Printed Handout for events Digital
e-mails, website,
geo-targeted ads/social media

21. The results: Very positive feedback from
employers and employees
Rated
4+ starsLikely to choose
Blue Shield plan
73%

22. Viewer comments
“I actually feel very
catered to by this
video. I actually really
like this…”
“It’s efficient! I can
find out what I need
quickly and not feel
overwhelmed with
irrelevant info.”
“The video was very helpful in comparing
the two plans and allowed me to
understand that most of my current
benefits are still available under Trio. With
that information (same doctor and same
benefits), I will most likely stay with Blue
Shield and enroll in Trio.”
“This video was
excellent!!!“
“Extremely helpful during Open Enrollment.”

23. • Planning to launch EOV 2.0 with enhanced content later
this year to reach to more employer groups
• Working with Precisely to develop a chatbot/interactive
search feature for the video
• Also looking to create a 30-second promotional video to
increase reach and viewership
Next steps

24. Demo

25. Q&A

26. Thank You