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
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.
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
Competitors are Ramping Up
Traditional competitors are adopting consumer‐centric business models
Category newcomers are taking advantage of healthcare relationship gaps
Consumers are ConfusedOur own analysis showed that our customer experience remained disjointed across traditional and digital channels
The rest of the healthcare ecosystem
We Started to Identify & Close Experience Gaps…
BUY USE DEPARTSHOP
JOURN
EYMAP
PING
PEOPLE – Employees, Partners, Vendors
PROCESS – Business Processes, Policies and Procedures
TECHNOLOGY – Systems, Applications and DataBUSINESS
CAPA
BILITIES
+ –
RENEW
WEB PROVIDERS CAREBRAND MOBILE SOCIAL
CUSTOMER
RESEAR
CHTO
UCH
POINT
ANAL
YSIS
“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.”
We Conducted Research on Digital Too…Understanding our Digital Customer
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 processesor education & guided shopping
Confusing EOBs and no comprehensive bill reconciliation support Need for consumer‐
centric language and clear options around premium increases
HCSC Digital Experience ProgramFacilitating the End-to-End Customer Experience
• 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-channelcapabilities
• Disjointed userexperience compoundedby multi-channel footprint
• Basic online shopping tools
• Comprehensive memberportal with user-centric focus
• Comprehensive eRetailsite with shopper-centricfocus
• Member experiences stilldisjointed across memberlifecycle
• Powerful suite of digitalresources to engageuser regardless of lifecycle stage (shopper,member, etc.)
• Highly engaged customers through with multiple channel and media offerings.
• Social Communities
Digital Experience EvolutionBuilding an Incremental Roadmap
Guided Personas Provides customized shopping experience based on most common ‘types’ of shoppers (Family, Retired, Small Business Owners, etc.)
Educational ContentProvides information on health insurance to inform and guide prospects
Premium MeterAn interactive educational tool that allows users to understand the correlation between various plan variables and their health insurance premium.
Shop By PriceAn 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
Shopping Cart
Enhanced Self‐Service
Recent Successes
Lead Generation
Transparency Tools
Initial Results & Next Steps
Initial Results Next Steps