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