Measuring Success: Which Customer Focused Initiative is the Right One?
You've gone beyond segmentation and have done some qualitative research to understand what consumers really need and want from your organization. You've used those research insights to envision an improved consumer journey that will alleviate pain points and even deliver delight! The team is on the same page that this vision will result in a fundamentally improved experience. But there are many aspects of the journey. Many changes will need to be made, some large and some small. Which are more important? Which will get you the most results? What should be done first, second, and third? Where should limited investment dollars be spent? This talk will explore key considerations for measuring consumer engagement, deciding which metrics are important to your organization, and how to set up guiding principles as a framework for decision making.
Five Practical Strategies for Improving Communication, Dialogue and Influenci...
Similar to America's Health Insurance Plans - Consumer Experience Summit - Measuring Success: Which Customer Focused Initiative is the Right One? - Amy Cueva
Similar to America's Health Insurance Plans - Consumer Experience Summit - Measuring Success: Which Customer Focused Initiative is the Right One? - Amy Cueva (20)
6. Increase top line revenue via:
• Customer Attraction
• Competitive Differentiation
• Customer Retention
Increase bottom line revenue via:
• Channel Migration/Self Service
• Informed Decisions
• Condition Management
BUSINESS
OBJECTIVES
7. • Give me access to the best care.
• Save me money.
• Make things easy to understand.
• Answer my questions easily and accurately.
• Be easy to do business with.
• Do the work for me where possible.
• If there is something I should know, tell me proactively.
• Keep up with my expectations for experience excellence.
CUSTOMER EXPECTATIONS
8. Explicit Intention: Figure out what is wrong with me.
• Initiated Interaction: Find a specialist.
• Motivation: Diminish anxiety. Feel better.
Implicit Intention: Save money.
• Prompted Interaction: Review specific ways to save
money in the future.
• Motivation: Financial wellbeing.
EXPLICIT vs. IMPLICIT
CUSTOMER INTENTIONS
10. BIZ & CUSTOMER ALIGNMENT
Improved
Rentention
Not having to
learn a new plan
Satisfaction focused
initiatives can yield
loyalty and retention.
Decision support can
deliver cost savings.
Business Customer
Cost savings
via informed
decisions
Access to quality
care with budget
in mind
12. Masseuse
PCP
Support Network:
Friends & Family
Pharmacist
Lawyer
Chiropractor
Health
Coach
CSR
CSR
CSR
HR
Cardiologist
Nurse
Therapist
Weight
Watchers
Gym
Lobbyists
Social
Worker
Politicians
Lobb
Patient
Advocate
Translator
Financial Entities
Transportation
Service
Heart Health
Start Up
Hospital Network
Hospital
Cardiology
Lab
Pharmacy
Pharma
PBM Insurance
Company
Insurer for
Hospital
Federal Government
HS
FDA
CDC
egislature
utive
ch
Employer
Condition
Management
Companies
Information: Google,
Web MD, YouTube,
iTunes
Condition Management
Start Up
Walk in Clinic
Organizations &
Non-Profits
Health Tech
Health
Exchan
State
Govern
Local
Agencies
Health
Communications
Patient Community
THE HEALTH ECOSYSTEM
16. Awareness of Health Problem Evaluate Whether or Not to Seek Medical Help Lab Test SampleSeek Health Care Solution
- RECEPTIONIST
- LAB
RECEPTION
- BILL
- RECEPT
- LAB
RECEPTIO
-DOCTOR
- PATIENT’S
ROOM
-DOCTOR
- PATIENT’S
ROOM
- LAB TEST
REQUEST
-RECEPTION
- CLINIC
- PHONE
LEAVE
SAMPLREGISTRATION
CHOOSE LAB
TEST SERVICE
PRESCRIBED
LAB TEST
GET DOCTOR
EXAM
REGISTER/
COPAY
SCHEDULE
APPOINTMENT
EVALUATE
MEDICAL
NOTES
SEARCH
SYMPTOMS
NOTICES THEY
ARE UNWELL
HAVING A LAB TEST
WAKE UP
AT DAWN
DROP KIDS
AT SCHOOL
JOURNEY MAP
TOUCH POINTS
USER JOURNEY
LINE OF VISIBILITY
BACK STAGE
FRONT STAGE
INTERACTION ZONE
DATABASE LOG SAM
I feel really
dizzy. This isn’t
usual.
Better go see
my doctor.
It’s probably
nothing.
I hope...
I have to get a
lab test?
Adjudicate
PAYER
EMR
ACCEPT
REQUEST TAKE SAM
REQUEST LAB
TEST/PAYMENT
EXAMINE /
REVIEW PATIENT
HISTORY
CHECK-IN
SCHEDULE
APPOINTMENT
Oh, what a
beautiful
morning.
Those kids sure
are a handful!
I wonder what I
might have? Is
it serious?
Is this worth a
trip to the
doctor?
Which lab
should I go to?
Which is best?
Hopefully this is
quick and
painless.
All done, no
can do is ho
the bes
SCENARIO
THOUGHTS
ALTERNATIVE
PATH
TOUCHPOINT
STAGES EMOTIONS
PERSONA
TASK
BACK STAGE
PROCESSES
25. Method Spotlight
CALL CENTER
Observation & Associate Interviews:
What is driving calls? Context? Channel
switching? How can they be handled
better or avoided all togther?
26. Method Spotlight
POST INTERACTION SURVEYS
Measure efficacy of pivotal interactions,
but don’t forget to measure interactions
that couldn’t occur.
28. Method Spotlight
DIGITAL MATURITY
Can our customer access most needed
features while mobile? Do we have the
ability to personalize the experience and
make anticipatory design a reality?
29. STRATEGIC
PARTNERS
PEOPLE
FAMILY &
FRIENDS
SOCIAL MEDIA
COMMENTATERS
WELLNESS
SALESPERSON
STATE/FED
LEGISLATION
STATE/FED
REGULATORS
HR BENEFITS
ADMIN
CONTENT
CREATOR
INTERNAL
SALES
DTF/DSPOC
COMPANY
CONTACT
UCCI
IT
OFFICE
ASSISTANT
3RD PARTY
VENDOR
OTHER
PATIENTS
GOVN’T
ADMIN
BLOGGERS RECEPTION BROKER
HYGIENIST
DENTIST
STATES VS.
OVERSEAS
CONFERENCES
AT WORK
AT HOME
BENEFITS
FAIR
MILITARY
EVENTS
PROVIDER
OFFICE
EXAM ROOM
WAITING
ROOM
PARKING
LOTS
COMMUNITY
OUTREACH
TRAVELING
ONLINE
IN CAR
REMOTE VS.
POPULATED AREA
CO-WORKERS
DEPENDENTS REPORTERS
RECOVERY
KIDS BEGIN
DENTAL CARE
USE MYDENTAL
BENEFITS
UNDERWRITING
ONBOARDING
CHANGE
PLAN
CHOOSE
DENTAL
TREATMENT
EMERGENCY
PROTOCOL
BENEFITS
SELECTION
ACCOUNT
INSTALLATION
MEMBER
REGISTRATION
MAKE AN
APPOINTMENT
SUBMIT A
CLAIM
INQUIRY
REFERRALMAKE A
PAYMENT
HOME CARE &
MAINTENANCE
ONLINE
REGISTRATION
CAN
CREATION
ACTIVE DUTY
ACTIVATION
TRAVEL TO
DENTIST
COST-
ESTIMATOR
AUTHORIZATION
APPROVAL
LOD
INJURY
STRATEGIC
PARTNERS
INFO STORE
AUTHORIZATION
SUBMISSION
LOD
APPROVAL
MILITARY
INSTALLATION
GRIEVANCES
SUBMIT AN
APPEAL
AUDITS
GO TO
DENTIST
FIND A
DENTIST
MOVING
PLAN/
PRODUCTS
OPINION
LAB
CO
COMPUTER
BILLS
COVERED
SERVICES
TABLET
EM
W
PROVIDER
AMENITIES
BENEFITS
GRID
MY
B
W
MPHONE
LETTERS
(W
MARKETING
MATERIALS
CHOMPER
CHUMS
PRE
DETERMINATION
GOOGLE
MAPS
ID CARD
MEMBER
APP
SOCIAL
MEDIA
MOBILE
APPS
UCD WEBSITE
ENVIRONMENTS PROCESSES
DENTAL
SUPPLY REP
PEOPLE
ORAL
SURGEON
OTHER
DENTISTS
PHARMACY
LAB
INSURANCE
COMPANY
FAMILY
OFFICE
MANAGER
HYGIENISTS
SPECIALISTS
RECORD
KEEPING
TRAFFIC
PARKING
LOT
ADMIN
SPACE
OPERATING
ROOM
LOCATION
WAITING
ROOM
OFFICE
ASSISTANT
RECEPTIONIST PATIENTS
SENDING
EMAILS
FILING
CLAIMS
SCHEDULING
APPOINTMENTS
FACILITY
MAINTENANCE
GREETING
PATIENTS
CREDENTIAL-
ING
OBTAINING
LICENSING REQ
CLEANING
TEETH
BILLING
PATIENTS
CONDUCTING
PROCEDURES
BEING ON-CALL
FOR HOURS
CONDUCTING
EXAMS
PHONE
CALLS
ORDER
SUPPLIES
MARKETING
FAX
WEBSITE
MY PATIENT
BENEFITS
EMAIL
PRACTICE
MANAGEMENT
SOFTWARE
MAIL
DENTAL EQUIP-
MENT/TOOLS
PHONE
COMPUTERS NETWORK
ENVIRONMENTS PROCESSES ARTIFACTS
BANKING
PEOPLE
PARTNER
ENROLLMENT
DEPARTMENT
PARTNER
SALES REP
TPAS
OTHER
EMPLOYEES
DENTAL
ELECTRONIC
SERVICES
IT SUPPORT
OTHER
CARRIERS
PARTNER
ACCOUNT
INSTALLATION
TRADE
EVENTS
PAPER
HEALTH &
BENEFITS FAIRS
OPEN
ENROLLMENT
BROKER
OFFICE
PRIVATE
EXCHANGE
MOBILE
PUBLIC
EXCHANGE
ACCOUNT
INSTALLATION
MEMBERSHIP
AND BILLING
PEGA SYSTEM
ANALYST
OPEN
ENROLLMENT
ENROLLMENT
PROCESS
PERFORMANCE
GUARENTEE
RESEARCH ON
AN EXCHANGE
REVIEW
CLAIMS EXP.
BILLING
PROCESS
MEMBER
COMPLAINTS
BROWSE ON
THE WEBSITE
REVIEW OF
LAWS
BILL
PAYMENT
REVIEW
NETWORK
SUFFICIENCY
DETERMINE
FUNDING
NEED FOR
INSURANCE
ONBOARDING
EMPLOYEES
REVIEW OF
COMPETITORS
FINALIST
PRESENTATION
DETERMINE
BENEFIT
BUDGETS
REQUEST A
QUOTE
GEMUS
ERROR
REPORTING
PREMIUM
FILES
CERT
E-DELIVERY
(ENROLLMENT)
SHARPOINT
(MAINT. FORMS)
POLICY
DOCUMENT
AGL (INSTALLA-
TION & MAINT.)
DEMO-
GRAPHICS
SALES
BROCHURES
GPA (POLICY)
COB
LAT
GEO
P
EX
ELECTRONIC
FORMS
ADMIN KITS GLI E
ACCOUNT
MANAGEMENT
PORTAL
E-BILL
INVOICES
ELECTRONIC
COMMUNICATION
PAPER
ENROLLMENT
ENVIRONMENTS PROCESSES ARTIFACTS
DENTAL
SUPPLY REP
PEOPLE
ORAL
SURGEON
OTHER
DENTISTS
PHARMACY
LAB
INSURANCE
COMPANY
FAMILY
OFFICE
MANAGER
HYGIENISTS
SPECIALISTS
RECORD
KEEPING
TRAFFIC
PARKING
LOT
ADMIN
SPACE
OPERATING
ROOM
LOCATION
WAITING
ROOM
OFFICE
ASSISTANT
RECEPTIONIST PATIENTS
SENDING
EMAILS
FILING
CLAIMS
SCHEDULING
APPOINTMENTS
FACILITY
MAINTENANCE
GREETING
PATIENTS
CREDENTIAL-
ING
OBTAINING
LICENSING REQ
CLEANING
TEETH
BILLING
PATIENTS
CONDUCTING
PROCEDURES
BEING ON-CALL
FOR HOURS
CONDUCTING
EXAMS
PHONE
CALLS
ORDER
SUPPLIES
MARKETING
FAX
WEBSITE
MY PATIENT
BENEFITS
EMAIL
PRACTICE
MANAGMENT
SOFTWARE
MAIL
DENTAL EQUIP-
MENT/TOOLS
PHONE
COMPUTERS NETWORK
ENVIRONMENTS PROCESSES ARTIFACTS
ECOSYSTEMS
MEMBER
PROVIDER
EMPLOYER
BROKER
ECOSYSTEM
AUDIT
Evaluate each
touchpoint
against hierarchy
of needs.
33. PATTERNS
Do the strengths and weaknesses manifest
around a certain persona or intention, a
particular part of the journey, a specific
channel or tool?
34. FOCUS DEFINITION
What tool, segment of the journey, or
personas are our focus? What are criteria
for measuring the success of those
experiences?
43. Consider how business decisions
will impact the customer through
a gut check or more involved
surveys and analysis.
How many members will be
effected, and how often?
Positive
Neutral
Negative
BUSINESS DECISIONS
GUIDING