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The health insurance
customer experience:

Understanding
the impact of
simplicity

February 20, 2014
Introductions
Maria Boos
Group Director
of Simplification
Ed Lanigan
Vice President, Business
Development, Simplification

2
Let’s
talk
Simplicity pays
Priorities for insurers
Achieving simplicity

3
4
GBSI 2013


10,000+
consumers


in

7

countries

5
Percentage of
growth of
index/portfolio

200%

+167%
Simplicity 
Portfolio
150%

Since 2009, 
the Simplicity
Portfolio has 100%
beaten the
average global
stock index by

100%

+83% S&P
+72% Dow
+69% DAX
+45% FTSE

50%

0%

Siegel+Gale—
-50%
Global Brand
Simplicity Index 2013 

2009

2010

2011

2012

2013 through
Aug 2nd
 6
Simplicity increases loyalty

75%

of consumers are
more likely to
recommend a
brand because it
provides simpler
experiences
7
Customers will pay more 
For simpler experiences, people would pay:

5.4%
up to

4.4%

4.5–4.7%

4.8–5.3%

and more

more

more

more

Banks/Retail
Shipping/Mail
General insurance
Utilities
Media
Telecom/Cable

Social media
Travel/Hotels
Telecom/Cell phone
Internet retail
Travel/Booking
Travel/Air
Travel/Train
Travel/Car rental

Appliances
Automotive
Retail/Health and beauty
Internet search
Health insurance
Retail/General
Restaurants

Retail/Grocery
Electronics
Retail/Fashion
Fitness
8
Customers will pay more 
For simpler experiences, people would pay:

5.4%
up to

4.4%

4.5–4.7%

4.8–5.3%

and more

more

more

more

Banks/Retail
Shipping/Mail
General insurance
Utilities
Media
Telecom/Cable

Social media
Travel/Hotels
Telecom/Cell phone
Internet retail
Travel/Booking
Travel/Air
Travel/Train
Travel/Car rental

Appliances
Automotive
Retail/Health and beauty
Internet search
Health insurance
Retail/General
Restaurants

Retail/Grocery
Electronics
Retail/Fashion
Fitness
9
Industry rankings
Global Industry
Simplicity Score

Global Industry
Simplicity Score

14. Shipping/Mail

3. Restaurants

950
736
734

15. Retail/Health
and beauty
16. Social media

565
564
530

4. Internet retail

723

17. Automotive

529

5. Appliances

719

18. Fitness

524

6. Retail/Grocery

711
663

19. Banks/Retail

517
501

657
625

21. Telecom/Cable

23. Travel/Car rental

11. Travel/Booking

602
595

24. Health insurance

445
329

12. Travel/Air

574

23. General insurance

258

13. Telecom/
Cell phone

565

1. Internet search
2. Electronics

7. Media
8. Retail/General
9. Travel/Hotels
10. Retail/Fashion

20. Travel/Train

22. Utilities

484
473

10
Industry rankings
Global Industry
Simplicity Score

Global Industry
Simplicity Score

14. Shipping/Mail

3. Restaurants

950
736
734

15. Retail/Health
and beauty
16. Social media

565
564
530

4. Internet retail

723

17. Automotive

529

5. Appliances

719

18. Fitness

524

6. Retail/Grocery

711
663

19. Banks/Retail

517
501

657
625

21. Telecom/Cable

23. Travel/Car rental

11. Travel/Booking

602
595

24. Health insurance

445
329

12. Travel/Air

574

23. General insurance

258

13. Telecom/
Cell phone

565

1. Internet search
2. Electronics

7. Media
8. Retail/General
9. Travel/Hotels
10. Retail/Fashion

20. Travel/Train

22. Utilities

484
473

11
Health
insurance
has the most
to gain in
the US
Let’s
talk
Simplicity pays
Priorities for insurers
Achieving simplicity

13
Why simplicity matters
The brand that members know is the one they interact
with every day

Call
center
Programs

Mobile
self-service

Correspondence
Policies &
statements

Online
interfaces

Forms &
applications

14
But how do we
know which
customer
interactions
matter most?
The Health Insurance Experience

™
PinPoint

A
Consumer
Research Study
PinPoint Consumer Research


1,000
consumers


5

insurers


13

brand
experiences
Contribution to the NPS
Pre-/Open enrollment and enrollment have the
greatest impact on the NPS
24.4% 
 Pre-/Open enrollment
19.4% 
14.5% 
9.6% 
7.7% 
5.8% 
5.6% 
5.0% 
3.6% 
1.9% 
1.6% 
0.5% 
0.5% 

Enrollment

Claims processing


Finding a doctor on website/web portal

Explanation of benefits (EOB)

ID cards

Customer service call center

Coverage documentation

Welcome packet

Wellness and disease management services

Pre-authorization

Online claims management tool

Medical cost estimator

18
Let’s
talk
Simplicity pays
Priorities for insurers
Achieving simplicity

19
HAPIfork: helps you lose weight by
notifying you if you’re eating too fast

20
Nike+ FuelBand: a personal coach
tracks and inspires progress

21
Lifestraw: simplicity in problemsolving saves lives

22
But what about
those everyday
touchpoints?
Walgreens Balance Rewards: makes it
easy to earn and redeem rewards for
taking healthy steps

24
Innovative prescription packaging
increases compliance and reduces
errors

25
EmblemHealth: simplified member
portal clarifies plan data for preenrollment review

26
27
Quest: simplified patient reporting
makes data actionable…
Before

After

28
…in any channel the patient prefers

29
Financial services companies are
ahead of the curve in reinforcing value
propositions…

30
…facilitating goal setting and tracking…

31
…welcoming customers onboard…

32
…and simplifying terms 

33
But a proliferation of communications
and tools overwhelms the health
insurance member

34
The solution:

The Simplification
Blueprint
What, when and
how should you
communicate with
members to
drive engagement
and satisfaction?
The Simplification
Blueprint
Define	
  	
  

member	
  and	
  business	
  
needs	
  

Map	
  	
  

the	
  current	
  	
  
member	
  experience	
  	
  	
  

Envision	
  	
  

the	
  op2mized	
  
experience	
  that	
  will	
  
meet	
  member	
  and	
  
business	
  needs	
  more	
  
effec2vely	
  	
  	
  

Iden0fy	
  and	
  
priori0ze	
  	
  

specific	
  work	
  plans	
  to	
  
implement	
  the	
  
op2mized	
  experience	
  

Test	
  and	
  refine	
  	
  
prototypes	
  of	
  the	
  
highest-­‐priority	
  
touchpoints	
  and	
  plan	
  
for	
  long-­‐term	
  
implementa2on	
  
	
  

	
  

	
  

	
  
	
  
	
  

	
  
	
  
	
  
37
Mileage Plus

38

38
38
The situation
Although United’s Mileage
Plus loyalty program was
intended to enhance
customer relationships
and drive customer
engagement, the reality
was a fragmented
customer experience
with uninspired and
disengaged members.

Website

Membership
application

Email

Direct mail

IVR and
call center



Airport kiosk

Airport CSR

Statement
39
Getting to the root of low engagement
Member research revealed three distinct segments within the
member base—yet none felt well-served by the loyalty program.



40
The solution
Our audit of all member touchpoints revealed an airline-centric
mentality as the root of the problem. We outlined an engagement
strategy to transform every communication or interaction into a
member-centric experience. No matter what the specific functional
purpose of any touchpoint, it’s an opportunity United should seize to
“show, encourage, help and recognize” the member.


Communications
pillars
Member need
fulfilled

41
Defining a new contact strategy
We began by outlining a new contact strategy that increases the
number of touchpoints and integrates messaging across them
to reinforce the member relationship across the entire life cycle.
Before

After

42
Delivering the right information at the
right time 
Each touchpoint consistently reinforces key messaging,
but the level of detail modulates based on the primary
purpose and delivery channel of the communication.



Summary

Elite benefits
and more

Detail

Benefits by
status level


My Upgrades My Upgrades
tab

landing page


My Upgrades
detail pages


Terms and
conditions



43
Speaking with a unique brand voice
Voice guidelines ensure
that all member
communications reflect a
common tone and support
the brand attributes.


44
Removing airline jargon
More detailed writing
guidelines specify how to
replace numerous
“insider” terms with simple
program architecture that
employs descriptive
language.


45
Reaching members when and how
they prefer
The most frequent point of interaction is Mileageplus.com. Our
redesign is simple, appealing and built around the tasks users most
frequently want to do.


46
Carrying the themes and content
through email…

47
…and onto the mobile experience

48
Thank
you.
Today’s Presenters



Maria Boos – mboos@siegelgale.com
Ed Lanigan – elanigan@siegelgale.com

Related Links


Global Brand Simplicity Index
http://simplicity.siegelgale.com/



For questions or more information on Siegel+Gale and our Simplification practice please email
info@siegelgale.com

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The health insurance customer experience - Understanding the impact of simplicity

  • 1. The health insurance customer experience: Understanding the impact of simplicity February 20, 2014
  • 2. Introductions Maria Boos Group Director of Simplification Ed Lanigan Vice President, Business Development, Simplification 2
  • 3. Let’s talk Simplicity pays Priorities for insurers Achieving simplicity 3
  • 4. 4
  • 6. Percentage of growth of index/portfolio 200% +167% Simplicity Portfolio 150% Since 2009, the Simplicity Portfolio has 100% beaten the average global stock index by 100% +83% S&P +72% Dow +69% DAX +45% FTSE 50% 0% Siegel+Gale— -50% Global Brand Simplicity Index 2013 2009 2010 2011 2012 2013 through Aug 2nd 6
  • 7. Simplicity increases loyalty 75% of consumers are more likely to recommend a brand because it provides simpler experiences 7
  • 8. Customers will pay more For simpler experiences, people would pay: 5.4% up to 4.4% 4.5–4.7% 4.8–5.3% and more more more more Banks/Retail Shipping/Mail General insurance Utilities Media Telecom/Cable Social media Travel/Hotels Telecom/Cell phone Internet retail Travel/Booking Travel/Air Travel/Train Travel/Car rental Appliances Automotive Retail/Health and beauty Internet search Health insurance Retail/General Restaurants Retail/Grocery Electronics Retail/Fashion Fitness 8
  • 9. Customers will pay more For simpler experiences, people would pay: 5.4% up to 4.4% 4.5–4.7% 4.8–5.3% and more more more more Banks/Retail Shipping/Mail General insurance Utilities Media Telecom/Cable Social media Travel/Hotels Telecom/Cell phone Internet retail Travel/Booking Travel/Air Travel/Train Travel/Car rental Appliances Automotive Retail/Health and beauty Internet search Health insurance Retail/General Restaurants Retail/Grocery Electronics Retail/Fashion Fitness 9
  • 10. Industry rankings Global Industry Simplicity Score Global Industry Simplicity Score 14. Shipping/Mail 3. Restaurants 950 736 734 15. Retail/Health and beauty 16. Social media 565 564 530 4. Internet retail 723 17. Automotive 529 5. Appliances 719 18. Fitness 524 6. Retail/Grocery 711 663 19. Banks/Retail 517 501 657 625 21. Telecom/Cable 23. Travel/Car rental 11. Travel/Booking 602 595 24. Health insurance 445 329 12. Travel/Air 574 23. General insurance 258 13. Telecom/ Cell phone 565 1. Internet search 2. Electronics 7. Media 8. Retail/General 9. Travel/Hotels 10. Retail/Fashion 20. Travel/Train 22. Utilities 484 473 10
  • 11. Industry rankings Global Industry Simplicity Score Global Industry Simplicity Score 14. Shipping/Mail 3. Restaurants 950 736 734 15. Retail/Health and beauty 16. Social media 565 564 530 4. Internet retail 723 17. Automotive 529 5. Appliances 719 18. Fitness 524 6. Retail/Grocery 711 663 19. Banks/Retail 517 501 657 625 21. Telecom/Cable 23. Travel/Car rental 11. Travel/Booking 602 595 24. Health insurance 445 329 12. Travel/Air 574 23. General insurance 258 13. Telecom/ Cell phone 565 1. Internet search 2. Electronics 7. Media 8. Retail/General 9. Travel/Hotels 10. Retail/Fashion 20. Travel/Train 22. Utilities 484 473 11
  • 13. Let’s talk Simplicity pays Priorities for insurers Achieving simplicity 13
  • 14. Why simplicity matters The brand that members know is the one they interact with every day Call center Programs Mobile self-service Correspondence Policies & statements Online interfaces Forms & applications 14
  • 15. But how do we know which customer interactions matter most?
  • 16. The Health Insurance Experience ™ PinPoint A Consumer Research Study
  • 18. Contribution to the NPS Pre-/Open enrollment and enrollment have the greatest impact on the NPS 24.4% Pre-/Open enrollment 19.4% 14.5% 9.6% 7.7% 5.8% 5.6% 5.0% 3.6% 1.9% 1.6% 0.5% 0.5% Enrollment Claims processing Finding a doctor on website/web portal Explanation of benefits (EOB) ID cards Customer service call center Coverage documentation Welcome packet Wellness and disease management services Pre-authorization Online claims management tool Medical cost estimator 18
  • 19. Let’s talk Simplicity pays Priorities for insurers Achieving simplicity 19
  • 20. HAPIfork: helps you lose weight by notifying you if you’re eating too fast 20
  • 21. Nike+ FuelBand: a personal coach tracks and inspires progress 21
  • 22. Lifestraw: simplicity in problemsolving saves lives 22
  • 23. But what about those everyday touchpoints?
  • 24. Walgreens Balance Rewards: makes it easy to earn and redeem rewards for taking healthy steps 24
  • 25. Innovative prescription packaging increases compliance and reduces errors 25
  • 26. EmblemHealth: simplified member portal clarifies plan data for preenrollment review 26
  • 27. 27
  • 28. Quest: simplified patient reporting makes data actionable… Before After 28
  • 29. …in any channel the patient prefers 29
  • 30. Financial services companies are ahead of the curve in reinforcing value propositions… 30
  • 31. …facilitating goal setting and tracking… 31
  • 34. But a proliferation of communications and tools overwhelms the health insurance member 34
  • 36. What, when and how should you communicate with members to drive engagement and satisfaction?
  • 37. The Simplification Blueprint Define     member  and  business   needs   Map     the  current     member  experience       Envision     the  op2mized   experience  that  will   meet  member  and   business  needs  more   effec2vely       Iden0fy  and   priori0ze     specific  work  plans  to   implement  the   op2mized  experience   Test  and  refine     prototypes  of  the   highest-­‐priority   touchpoints  and  plan   for  long-­‐term   implementa2on                     37
  • 39. The situation Although United’s Mileage Plus loyalty program was intended to enhance customer relationships and drive customer engagement, the reality was a fragmented customer experience with uninspired and disengaged members. Website Membership application Email Direct mail IVR and call center Airport kiosk Airport CSR Statement 39
  • 40. Getting to the root of low engagement Member research revealed three distinct segments within the member base—yet none felt well-served by the loyalty program. 40
  • 41. The solution Our audit of all member touchpoints revealed an airline-centric mentality as the root of the problem. We outlined an engagement strategy to transform every communication or interaction into a member-centric experience. No matter what the specific functional purpose of any touchpoint, it’s an opportunity United should seize to “show, encourage, help and recognize” the member. Communications pillars Member need fulfilled 41
  • 42. Defining a new contact strategy We began by outlining a new contact strategy that increases the number of touchpoints and integrates messaging across them to reinforce the member relationship across the entire life cycle. Before After 42
  • 43. Delivering the right information at the right time Each touchpoint consistently reinforces key messaging, but the level of detail modulates based on the primary purpose and delivery channel of the communication. Summary Elite benefits and more Detail Benefits by status level My Upgrades My Upgrades tab landing page My Upgrades detail pages Terms and conditions 43
  • 44. Speaking with a unique brand voice Voice guidelines ensure that all member communications reflect a common tone and support the brand attributes. 44
  • 45. Removing airline jargon More detailed writing guidelines specify how to replace numerous “insider” terms with simple program architecture that employs descriptive language. 45
  • 46. Reaching members when and how they prefer The most frequent point of interaction is Mileageplus.com. Our redesign is simple, appealing and built around the tasks users most frequently want to do. 46
  • 47. Carrying the themes and content through email… 47
  • 48. …and onto the mobile experience 48
  • 49. Thank you. Today’s Presenters Maria Boos – mboos@siegelgale.com Ed Lanigan – elanigan@siegelgale.com Related Links Global Brand Simplicity Index http://simplicity.siegelgale.com/ For questions or more information on Siegel+Gale and our Simplification practice please email info@siegelgale.com