In the new consumer-focused health care environment, where individuals have the ability to easily pick, choose, and move amongst multiple providers, payers must now do much more than simply provide a service. The speaker in this session will explore how to create a superior customer member experience by utilizing your most powerful asset: the front-line employees who will touch these new consumers on a daily basis. The speaker will also demonstrate the difference between traditional corporate training and newer experiential learning environments, highlighting how these newer environments can transform your customer service agents into brand ambassadors. You will see how this type of learning is designed and developed, and learn how to apply the latest science of instructional design to your own organization.

1. Preparing To Serve The New Health Insurance Consumer:
Reimagining Front-Line Employee Training To Deliver
Remarkable Customer Experiences
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2.  OOBE (doobie doo)
 Terms & conditions
may apply
 Remarkable is the
new normal
 Learn how we learn
 Flip your classroom
 Get rich (media)
 Go forth, Brand
Ambassadors
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http://www.huffingtonpost.com/2013/01/31/watershed-moment-as-salsa_n_2593548.html
Today’s take-aways…

3. The Healthcare OOBE (Out Of Box Experience)
 Sometimes, it isn’t the best…
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4. The Healthcare OOBE (Out Of Box Experience)
 …despite great lessons from other industries
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5. Measuring That Experience
 Net Promoter Score (NPS)®
 “On a scale of 1-10, how likely is it that you would
recommend {company name} to a friend or colleague?”
Source: www.netpromotersystem.com, www.satmetrix.com
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6. How The Health Insurance Customer Experience Stacks Up
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Average Net Promoter Score (NPS) of 12 for the health insurance sector
Only worse category is Internet Service (NPS of 9)
Leaders like USAA, Apple, Costco, and Southwest are in the high 70s/80s

7. Your Front-Line People Have The Greatest Ability To Impact
The Customer Experience (Favorably or Unfavorably)
 Customers overwhelmingly (and obviously) want to be
served by smart, capable, and informed agents who can
resolve their issue; yet most feel like they don’t receive that
from their insurer
Having employees who are knowledgeable and
well-informed
47%
Having customer service available at
convenient times
48%
The amount of time I have to wait to be served
The amount of time it takes to completely
resolve my issue or problem
Having customer service people who can deal
with my issue without having to refer me to
another person
85%
79%
79%
39%
78%
37%
76%
39%
% respondents rating characteristic as "important" (top 2 of 5 boxes)
% respondents rating "satisfied" with characteristic (top 2 of 5 boxes)
Source: Accenture: “The Seven Things Your Health Insurance Customers Are Not Telling You”
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8. Your Front-Line People Have The Greatest Ability To Impact
The Customer Experience (Favorably or Unfavorably)
 One-third of health insurance customers frequently
encounter poorly-trained agents who cannot help them
with their issue, causing extreme frustration
Having to contact customer service multiple
times for the same reason
77%
30%
Dealing with customer service agents who
cannot answer my questions
76%
28%
Having to repeat the same information to
multiple customer service agents
74%
35%
Being on-hold for a long time when contacting
customer service
Dealing with customer service agents who are
unfriendly or impolite
74%
38%
73%
17%
% respondents rating "extremely frustrating" with the situation (top 2 of 5 boxes)
% respondents rating "encounter this a lot" with the situation (top 2 of 5 boxes)
Source: Accenture: “The Seven Things Your Health Insurance Customers Are Not Telling You”
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9. Implications Of This Poor Experience In The Emerging
Consumer-Oriented Health Insurance Marketplace
Moving from:
 Limited selection
 Opaque
 Lacking differentiation
To:
 Options & choices
 Transparency
 Customer service
differentiation
Importantly, in this new world, a
remarkable customer experience –
enabled by great front-line employees
- is a critical imperative for insurers’
sustained growth and profitability.
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10. Reimagining Front-Line Employee Training To Deliver
Remarkable Customer Experiences
re·mark·a·ble
1. Notably or conspicuously unusual; extraordinary
2. Worthy of notice or attention
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11. How do you move from conventional corporate training to
engaging experiential learning?
Pedagogy
Test Case
Constructivist
Learners construct their own meaning through
exploration, extrapolation, and elaboration.
Do tasks require learners to create a
genuine work product and synthesize
information?
Problem-centered & Inquiry-based (Situated)
Humans learn by doing.
Learning a new concept or skill includes practice with the
concept or actual skill, accompanied by
coaching, advice, and correction by an expert (instructor
or on-screen guide).
Do tasks ask learners to solve a realworld problem?
Situated
Learning occurs as a function of the activity, context, and
culture in which it occurs or is situated.
Are tasks presented in an authentic
context and do they require social
interaction and collaboration?
Reflective
To encourage learners to reflect on what they’re learning,
we include opportunities in the instructional materials for
learners to ask questions about their new learning.
Do tasks encourage learners to re-trace
their steps and discuss their insights
with peers to build new understanding?
Communal & Collaborative
All learning is socially mediated.
Do tasks require learners to work in
collaborative teams to collectively solve
a problem through conversation and/or
negotiation?
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12. 1. Learn how we learn
In every country in the world we have adopted
a view of education that is simply wrong. Since
we are all products of that education system,
we react negatively when we are told that
everything we thought was necessarily true
about education is wrong.
The time has come to throw out the old, out of
date, and irrelevant education system and
replace it by something relevant to how the
mind works and relevant to how the world we
live in works.
http://www.rogerschank.com
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13. Learn how we learn: How the mind works
 Expectation Failure: We only learn something new when
our existing mental models don’t work
Demo: Capability & Commitment
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14. 2. Flip your classroom
• Use a blended
delivery model
• Push “lectures”
and “content” to
self-directed
delivery
• Use the
synchronous
classroom for
lean-forward
learning
http://www.knewton.com/flipped-classroom/
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15. Flip your classroom: The physical (or virtual) space
from
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to

16. Flip your classroom: The activities
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Role Plays (using small group breakouts)
Socratic Dialogue
Jeopardy and other class/team games
Group Debriefs
Expert Shadowing
Exploration & Scavenger Hunts
Jigsaw
Top-10 Lists
Concept Map
T-Chart
Debates
Demo: Live Classroom Recordings
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http://bit.ly/NA3jF3

17. 3. Get Rich (Media Learning Objects)
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Demos: Microsoft Lab & A&F Retail eMails
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Graphics
Animations
Interactives
Videos
Simulations
Audio

18. Put it all together and you’ll create Passionate users that deliver
remarkable experiences
Insert iPhone 4S release movie here
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