SpeechTEK

August 2007

Aetna Voice Advantage®

August 2007

Dottie VerkadeHead of Speech

Innovations

MoniqueAVA Innovation Labs

"..we want to tell them right away what it is we want ..without going through their prompts...."

2

Aetna Voice Advantage®

Aetna's state of the art interactive voice response system

Critical customer touch point - 50 million calls

Constituent focused design

– Medical & Dental Health Care Professionals

– Members

– Mail Order Drug

Robust Self Service Features

Personalized Call Routing

CSR Aetna Strategic Desktop and Cisco CTI/ ICM integration

Suite of Operational and Behavioral Reports

3

Aetna Voice Advantage Goals

Achieve Service Excellence

Simplify and personalize callers experience when they call to quickly connect them to the right resource

Differentiate Aetna

Align the 'persona' of the system with Aetna’s brand to provide consistent messaging and constituent-focused language

Implement on state of the art hardware and software

An open architecture to manage future growth, leverage and integrate speech across all service channels

Improve Transaction Efficiencies

Support customer’s preferred method of contact, utilize new capabilities to assist other departments and drive service quality.

4

AVA Technical Architecture

State of the art interactive voice response telephone system leveraging the latest voice technologies and open standards

Nuance OSR 3.0.12

Nuance OSDM core 2.0.3

Nuance RealSpeak 4.0.12 (TTS)

Nuance Speak Freely

Avaya IR 1.3

Websphere 6.0

Sun Solaris version 8

VXML 2.0

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AVA Awards and Recognition

Insurance Networking Magazine 2006 "Aetna Steps Up"

2005 Nuance" Best Practice" Delivering Value through Differentiation, Innovation and Integration

2005 "Most Innovative Solution” award from Speech Technology Magazine

2003 Scansoft "Best Practice Award "

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The Provider at the Center

What Is Aetna Voice Advantage

Aetna's interactive voice response telephone system - speech enabled

Provider specific call routing with caller identification - ANI

24x7 Self Service features

Provider and Patient info passed to CSR

Key Features

Provider designed call flows Touch tone and speech combo Simple menu structure, tunnels Type of Service Codes added One call multiple patients Provider and patient info passed to CSR

Easy to use– Medical terms & codes

Fast Service– Self service options– Fax back option

Reassurance & Efficiency– Accurate information in AVA

Provider Influences

Reason for their call– Obtain Information– Simple Transaction– Solve a Problem

Expectations set by other companies they call

Business to Business call

Providers Want

Trus

t

Easy To Use

Reass

uran

ce

& Effic

iency

Fast ServiceThe provider

at center

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Provider - AVA 2nd Generation Deployed Dec 2006!

Self Service Feature Utilization– 50% Coverage and Benefits

– 46% Claim Status

– 4% Contact Info - claim mailing address

– PreCert - coming soon

Business Benefits Realized - completed calls– 300 Customer Service Agents

AVA assist - some self service prior to transfer– 35% of CSR handled calls

Caller Satisfaction– 95% successful Provider ID

13% ANI Match

– Faxback increased 25% Jan06-Jan07

– Provider and CSR Feedback

8

The Member at the Center

What Is Aetna Voice Advantage

Aetna's interactive voice response telephone system - speech enabled

Personalized call routing with caller identification

24x7 Self Service features

Caller info passed to CSR

Key Features

Call flows designed specifically for members

Speak Freely, natural language call routing

Female voice talent selected by members Easier Member ID, fewer steps Simple Self Service features Easy access to CSR Caller info passed to CSRs using ASD

Easy to use– Use their own words to say why

they are calling Fast Service

– Self service options– Info passed to CSR

Reassurance & Efficiency– The option to talk to a CSR

Trust– How the voice sounds matters

Member Influences

Reason for their call– Obtain Information– Simple Transaction– Solve a Problem

Expectations set by other companies they call

Trus

t

Easy To Use

Reass

uran

ce

& Effic

iency

Fast ServiceThe member

at center

Member Wants

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Aug 06 - Oct 06 • High Level Call Flow Design

Nov 06• Member Usability Testing• AVA application coding

begins

Dec 06 – Mar 07• Final Call Flow Design • CSR and Member Testing

Feb 07• Member Speak Freely Data Collection

Apr 07• AVA application testing begins

May 07• Member Speak Freely Pilot

AVA Member Journey

Research & Concepts Design, Test & Confirm Pilot, Enhance, Deploy

Jan 03 • AVA 1st generation deployedDec 04 • AVA Next Gen Blueprint & RoadmapMay 05 – Dec 06• Provider Next Gen designed &deployed

May 05 – Dec 05 • Forrester Member IVR Review• Cross Industry Best Practices • Member Innovation Labs

Jan 06 - Feb 06• Market Research Other Companies• AVA Vision Demo created

Mar 06 - Aug 06 • AVA Member Style Guide & Voice Talent• Member Speak Freely Data Collection

May 07 – Aug 07• AVA System Testing

Jul 07• CSR Training & • Communications

Aug – Sept • CSR Testing• Pilot with several key clients• Pilot Enhancements• Rls 1 Launch• Speak Freely & application tuning analysis

Sep 07 – 1Q08• Release 1.0 Roll-out• Ongoing enhancements

Continuous input and feedback from Members, CSRs, Service Center and Cross Company Teams

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AVA Member Next Gen Rls 1.0

Who’s CoveredMember's PlansEffective date

Who’s CoveredMember's PlansEffective date

Medical & Dental ID Card Request

Medical & Dental ID Card Request

Health & Dependent Care

Flexible SpendingAccount

Health & Dependent Care

Flexible SpendingAccount

Health Savings Account

Route to theBank

Health Savings Account

Route to theBank

Medical &Dental

Claim Status

Medical &Dental

Claim Status

Medical, Dental & Rx

DirectoriesClaim Forms

Medical, Dental & Rx

DirectoriesClaim Forms

Web addressMailing Address

Web addressMailing Address

Balance and Payment

Details

Balance and Payment

Details

Claim DeadlinesMailing Address

Claim Forms

Claim DeadlinesMailing Address

Claim Forms

Thanks for calling Aetna.Briefly describe the reason for your call today. You might say, “I want to check

what my plan covers”, or, “I have a question about a claim.” Those are just examples, so please tell me why you’re

calling

Thanks for calling Aetna.Briefly describe the reason for your call today. You might say, “I want to check

what my plan covers”, or, “I have a question about a claim.” Those are just examples, so please tell me why you’re

calling

Member IDDate of Birth

Member IDDate of Birth

CSR Access

anywhere

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Member -Key Insights

Simple routing is a caller priority - easy access to CSR– Caller satisfaction

– Reduce 800 numbers published

– Reduce network prompting and feature costs

– Reduce call transfers

Simple self service features– Eliminated benefit details, PCP selection, claim details

Business value of AVA assisted calls– Reduced Average Handle Time

– CSR can greet callers more personally

Investigate Cost avoidance benefits– Avoid new hire ramp up costs

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Member - Natural Language Call Routing - Speak Freely

How to get started - why are they calling?Methods and how often

How many and who needs to evaluate

Call reasons types and application complexitiesBalance confirmation with confidence levels

Usability TestingViable to test Speak Freely prompts?

Directed menu retry options

Pilot the Speak Freely Dialogue Module

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Aetna Voice Advantage

Speak Freely prompt wording is critical

AVA Member Next Steps

– Pilot, tune, evaluate and modify

Q & A