1. Tanya Mena | Amy Widicus | Chris Althoff
Health Care Service Corporation
Focusing on Customer Experience & Digital
Innovation to Reduce Customer Friction, Improve
Sales and Drive Down Cost

2. How many of you believe your organization would
say it delivers a superior customer experience?
92%
8%
Bain & Co. conducted a
study of 362 firms who
believed they had a
superior customer
experience.
Only, 8% of companies
had customers who
agreed.

3. Technology Innovations
and Adoption
Rising Healthcare Costs
• Internet access and web adoption
• Mobile and smart devices
• Increasing physician specialization
• Developing medical technologies
• Aging US demographics
Drivers Trends
The Industry is Changing…
Heightened Customer
Expectations
Increased Consumer
Responsibility and
Engagement
• Experiences in other sectors are raising
the bar for healthcare
• Information transparency is becoming
an expectation (choice, cost, value)
• Buyer Shift from Employer to Consumer
• Greater consumer involvement in planning
& spending healthcare dollars

4. Competitors are Ramping Up
Traditional competitors are adopting consumer‐centric business models
Category newcomers are taking advantage of healthcare relationship gaps

5. Consumers are Confused
Our own analysis showed that our customer experience remained
disjointed across traditional and digital channels
The rest of the healthcare ecosystem

6. We Started to Identify & Close Experience Gaps…
BUY USE DEPARTSHOP
JOURNEY
MAPPING
PEOPLE – Employees, Partners, Vendors
PROCESS – Business Processes, Policies and Procedures
TECHNOLOGY – Systems, Applications and Data
BUSINESS
CAPABILITIES
+ –
RENEW
WEB PROVIDERS CAREBRAND MOBILE SOCIAL
CUSTOMER
RESEARCH
TOUCHPOINT
ANALYSIS
“They say “Through It All” but
why can’t I get signed up on a
payment plan so I can keep my
coverage?”
“This is so frustrating! I have two
benefit statements and five doctor
bills. I’m not sure what I should
pay!”
“I just need someone to
explain the insurance
coverage I just bought and
how to use it.”

7. We Conducted Research on Digital Too…
Understanding our Digital Customer

8. What We Found
BUY USE DEPARTSHOP
+ –
RENEW
Lack of customer follow up
during application processing
Need for simple cost
transparency and healthcare
management tools
Poor management of policy
cancellations
A need for education &
guided shopping
Confusing welcome and
on‐boarding processes
or education & guided
shopping
Confusing EOBs and no
comprehensive bill
reconciliation support Need for consumer‐
centric language and
clear options around
premium increases

9. HCSC Digital Experience Program
Facilitating the End-to-End Customer Experience

10. • Poor understanding of
customers digital
preferences
• Disjointed user
experience
• No strategic direction
for digital tools
• No eRetail capabilities
• Lost revenue
opportunities
• Inadequate budgets
and support
• Basic member portal
capabilities
• Fledgling multi-channel
capabilities
• Disjointed user
experience compounded
by multi-channel footprint
• Basic online shopping
tools
• Comprehensive member
portal with user-centric
focus
• Comprehensive eRetail
site with shopper-centric
focus
• Member experiences still
disjointed across member
lifecycle
• Powerful suite of digital
resources to engage
user regardless of
lifecycle stage (shopper,
member, etc.)
• Highly engaged
customers through with
multiple channel and
media offerings.
• Social Communities
Digital Experience Evolution
Building an Incremental Roadmap

11.  Guided Personas
Provides customized shopping
experience based on most
common ‘types’ of shoppers
(Family, Retired, Small Business
Owners, etc.)
 Educational Content
Provides
information on
health insurance to
inform and guide
prospects
 Premium Meter
An interactive educational
tool that allows users to
understand the correlation
between various plan
variables and their health
insurance premium.
 Shop By Price
An interactive product
selection tool that
allows users to enter in
a monthly premium
they can afford, and the
tool will display
matching plans.
Includes filter options
and seamless
integration into the
application process
Early Efforts

12.  Shopping Cart
 Enhanced Self‐Service
Recent Successes
 Lead Generation
 Transparency Tools

13. Initial Results & Next Steps
Initial Results Next Steps