TOUCHPOINT AUDIT: IMPROVING THE CUSTOMER EXPERIENCE · 5 STEPS TO THE 5CS FRAMEWORK 1. Determine who will execute the framework 2. Select your audience (i.e. LOB) 3. Choose a stage

TOUCHPOINT AUDIT:

IMPROVING THE CUSTOMER EXPERIENCE

INTRODUCTION

WHY WE CAME Current level of member satisfaction and the member experience need to be analyzed so that both can be improved

To understand who can and should champion Regence’s customer experience

WHAT THIS WILL MEAN TO YOU

Regence’s implementation of our recommendations will help your management teams make better consumer centric decisions

Regence will be more in touch with the consumer and have a better pulse on the marketplace

OUR TEAM OBJECTIVES Design a methodology and framework that analyzes the customer experience through touchpoints on how customers are served

As part of the framework, create ScoreCards to measure touchpoint effectiveness and drive out costs

Provide Regence with recommendations, tools and spreadsheets to improve touchpoints, ultimately optimizing customer experience

BRINGING REGENCE SUCCESS

Increased customer

satisfaction

Improved customer

loyalty

Higher revenue/ margins

Our Framework will lead to…

OUR METHODOLOGY

WHAT WE DID AT REGENCE… Conducted over 60 employee interviews

Analyzed focus group findings, survey data, marketing/sales collateral

Listened to customer service member calls

Healthcare Services

Innovation

Healthcare Informatics

RITS

Executives

StratComm

Product

eBusiness

Sales

Customer Service

Marketing

…AND OFFSITE Conducted interviews with members and brokers

Researched generational trends and customer experience strategy utilizing Mintel and Forrester

Analyzed the competition and other Blues Plans via Hoovers, press releases and news databases

PLEASE READ THESE INSTRUCTIONS BEFORE OPERATING

5CS FRAMEWORK: INSTRUCTIONS INSIDE

5 STEPS TO THE 5CS FRAMEWORK 1.  Determine who will execute the framework

2.  Select your audience (i.e. LOB) 3.  Choose a stage in the customer’s journey

4.  Pick your touchpoint

5.  Run through framework

Decision Time!

STEP 1: DETERMINE WHO WILL EXECUTE THE FRAMEWORK

Form or hire an inter-departmental team that would gather customer insights and data

The team would build bridges between departments and open new lines of communication

STEP 2: CHOOSE YOUR AUDIENCE

STEP 3: CHOOSE A STAGE IN THE CUSTOMER JOURNEY Our interviews, research, data analysis, and internal insights provided insights into constructing the journey that Regence’s members take:

Awareness Evaluate Sales & Enrollment Access Use &

Support Re-Engage/

Renewal

STEP 4: PICK YOUR TOUCHPOINT Awareness Evaluate Sales/

Enrollment Access Use &

Support Re-Engage/

Renewal

• WOM • Events/

Sponsorships • Ads • Public Inform. • Brokers/

Agents • Direct Mail • Regence

Reps

• Regence Reps

• Collateral • HR/Decision

maker • Brokers/

Agents •  Inquiry • Sales Team • Regence.com

• HR/Decision maker

• Sales Team • Account

Executive • Premium Bill • Forms

• myRegence • Member Card • Welcome

packet • Provider List • Customer

service

• Medical Visit • Pharmacy • Regence

Advantages • myRegence • EOB • Evangelist

Demos • Claims • Customer

Service • Nurse hotline/

CareEnhance • Claims

disputes • Case

Managers • Special

Beginnings

• Sponsored Events

• Evangelist Demos

• Newsletter • Social Media • myRegence

engagement messages

• Notice of Termination

• myRegence • Brokers/

Agents

STEP 5: 5CS FRAMEWORK " Customer satisfaction requirements/Operational metrics

" Competitive insights

" Channel analysis by touchpoint

" Cost analysis

" Card •  The ScoreCard analyzes new opportunities uncovered from the

above criteria

STEP 5 (CONT.): 5CS FRAMEWORK

Touchpoint Opportunities

•  Satisfy customer? •  New Service

Channel/ Service migration?

•  Lower costs? •  More competitive?

ScoreCard •  (See next slide)

GAP

ANALYZE

Existing Touchpoint Analysis Customer satisfaction criteria

☐ Pain points ☐ Relevance ☐ Access ☐ Timely ☐ Ease ☐ Low cost

☐ Understandable ☐ Responsive ☐ Helpful ☐ Positive ☐ Need

Operational metrics

•  Web metrics •  Membership

changes

•  Customer Service correspondence

•  Surveys Competitive Insight*

•  Products •  Programs

•  Long/short term goals •  Revenue

Service Channel (L=Market leader in touchpoint if applicable)

Face to Face

Online

Mobile

Print

Telephone

Radio/TV

Regence ☐ ☐ ☐ ☐ ☐ ☐

Com

petit

ion*

______ ☐ ☐ ☐ ☐ ☐ ☐ ______ ☐ ☐ ☐ ☐ ☐ ☐ ______ ☐ ☐ ☐ ☐ ☐ ☐

Customers Want ☐ ☐ ☐ ☐ ☐ ☐

Unit Cost Regence Cost $

_ _ _ _ _ _ Potential Gaps ☐ ☐ ☐ ☐ ☐ ☐ *Competition includes other Blues plans & general health insurance landscape.

Step 2: Internal Considerations

Points

Person who can champion the touchpoint (+4)

____ No additional line of communication/collaboration (+3) ____ Capabilities/resources available to maintain it (+2)

____ Works well with other touchpoints (+1)

____ Total /10

Step 1: Cost Considerations

Points

Potential for revenue (+4)

____ Affordability of touchpoint/unit cost (+3) ____ Technology/production cost (+2)

____ No additional cost to other touchpoints (+1)

____ Total /10

STEP 5 (CONT.): SCORECARD LAYOUT

Step 3: Customer Quality Criteria

Points

Potential to improve customer satisfaction overall (+4)

____ Fulfills the customer need (+3)

____ Ability to obtain measurable customer data (+2)

____ Increases access to the customer (+1)

____ Total /10

Step 5: Strategic Concerns

Points

Mission statement relevance (+4)

____ Brand promise fulfillment (+3)

____ Core strategy fit (+2)

____ Alignment with future goals (+1)

____ Total /10

Step 4: External Considerations

Points

Competitive opportunity (+4)

____ Outside parties involved (take a point off for each involved party) (+3) ____ Level of market demand (+2)

____ Not impacted by regulation (+1)

____ Total /10

Final Touchpoint Score

Points

Cost Considerations Score x3 /30

Internal Considerations Score x1 /10

Customer Quality Criteria Score x3 /30

External Considerations Score x2 /20

Strategic Concerns Score x1 /10 Total /100

THE 5CS AT WORK

EXAMPLE:

MEDICARE

UNDERSTANDING MEDICARE Importance of Segment:

•  Rapidly growing segment: Almost 10,000 Baby Boomers turn 65 every day (AARP)

•  Regence services 3 of top 10 metro areas for highest “pre-senior” (age 55-64) growth - (Boise ID, Provo UT, Portland OR) (Brookings Institution)

•  Approximately 10.8% of Regence’s membership base •  Traditionally little turnover

Segment is becoming much more tech savvy: 37% of the entire population online is made up of Baby Boomers (Forrester)

•  We interviewed Medicare

members and brokers to get a consumer-centric perspective

•  Adding Medicare members has the potential to increase revenue

Chart supplied by Regence

MEDICARE TOUCHPOINTS

Awareness Evaluate Sales/ Enrollment Access Use &

Support Re-Engage/

Renewal

• Events/ Sponsorships

• Collateral • Premium Bill • Welcome Packet

• myRegence • Engagement Messaging

•  The following touchpoints are important to Medicare and will be taken through the 5Cs Framework:


•  Events timed throughout the year

•  Online event or Webinar

EVENTS/SPONSORSHIPS Customer satisfaction criteria

þInformative event þRelevance þPresentation

☐ Timing þ Professionalism þ Accessible loca+ons

Operational metrics

• Size of Event • Customer satisfaction

survey

• __% Increase in Web traffic/web metrics

Competitive Insights

• UnitedHealth holds Medicare Events at senior centers and homes to educate consumers.


Face to Face

Online

Mobile

Print

Telephone R

adio/TV

Regence þ ☐ ☐ ☐ ☐ ☐

Com

petit

ion UnitedHealth þ ☐ ☐ ☐ ☐ ☐

____________

☐ ☐ ☐ ☐ ☐ ☐

____________

☐ ☐ ☐ ☐ ☐ ☐

Customers Want þ þ ☐ ☐ ☐ ☐ Unit Cost Regence Cost $ _ _ _ _ _ _ Potential Gaps ☐ ☐ ☐ ☐ ☐ ☐

ScoreCard (See ScoreCard slide)

GAP

ANALYZE


Support Re-Engage/

Renewal ✗


Points

Potential for revenue (+4) 3

Affordability of touchpoint/unit cost (+3) 3

Technology/production cost (+2) 2

No additional cost to other touchpoints (+1) 1

Total 9/10


Points

Person who can champion the touchpoint (+4) 3

No additional line of communication/collaboration (+3) 3

Capabilities/resources available to maintain it (+2) 2

Works well with other touchpoints (+1) 1

Total 9/10

SCORECARD FOR WEBINAR


Points

Potential to improve customer satisfaction overall (+4) 2

Fulfills the customer need (+3) 2

Ability to obtain measurable customer data (+2) 2

Increases access to the customer (+1) 1

Total 7/10


Points

Competitive opportunity (+4) 2

Outside parties involved (take a point off for each involved party) (+3)

3

Level of market demand (+2) 1

Not impacted by regulation (+1) 0

Total 6/10


Points

Cost Considerations Score x3 27/30

Internal Considerations Score x1 9/10

Customer Quality Criteria Score x3 21/30

External Considerations Score x2 12/20

Strategic Concerns Score x1 10/10 Total 79/100


Points

Mission statement relevance (+4) 4

Brand promise fulfillment (+3) 3

Core strategy fit (+2) 2

Alignment with future goals (+1) 1

Total 10/10


• Jargon-free materials • Develop DVD that

clearly explains Medicare

• Summary sheet that lists the most common out-of-pocket expenses

COLLATERAL Customer satisfaction criteria

☐ Understandable þContains needed info þ Questions answered

þ Well organized ☐ Simple language summary sheet þ Big print

Operational metrics

• ___% inquiries about collateral messages & the types of questions asked.


• UnitedHealth has won awards for its clear language about Medicare and the videos it developed.


Face to Face

Online

Mobile

Print

Telephone R

adio/TV

Regence ☐ þ ☐ þ ☐ ☐

Com

petit

ion

UnitedHealth ☐ þ ☐ L ☐ ☐

☐ ☐ ☐ ☐ ☐ ☐

☐ ☐ ☐ ☐ ☐ ☐

Customers Want ☐ þ ☐ þ ☐ ☐ Unit Cost Regence Cost $ _ _ _ _ _ _ Potential Gaps ☐ ☐ ☐ ☐ ☐ ☐


GAP

ANALYZE

Awareness Evaluate Sales/ Enrollment Access Use & Support Re-Engage/

Renewal ✗


Points





Total 9/10


Points





Total 8/10

SCORECARD FOR MEDICARE DVD


Points





Total 10/10


Points





Total 10/10


Points



3



Total 9/10


Points







• Add online, credit card, & automatic bill payment options

• Reminder of benefits on bill

PREMIUM BILL Customer satisfaction criteria

☐Service summary ☐Bill shows value

þ Clarity of bill ☐Various payment options (credit card, online)

Operational metrics

• __% of inquiries regarding forms and monthly premiums

• Survey Satisfaction • Focus groups


• Humana does a monthly SmartSummary statement that gives health care spending & offers tips on saving money


Face to Face

Online

Mobile

Print

Telephone R

adio/TV

Regence þ þ ☐ þ þ ☐

Com

petit

ion

UnitedHealth þ ☐ ☐ þ þ ☐ Humana þ ☐ ☐ L þ ☐

Customers Want þ þ ☐ þ þ ☐ Unit Cost Regence Cost $ _ _ _ _ _ _ Potential Gaps ☐ ☐ ☐ ☐ ☐ ☐


GAP

ANALYZE


Renewal

✗ ✗


Points





Total 8/10


Points





Total 8/10


Points





Total 8/10

SCORECARD FOR REMINDER OF BENEFITS ON BILL


Points



3



Total 10/10


Points





Total 10/10


Points







• Send welcome email offering an online version if desired

• Link to video tutorial in electronic welcome packet

WELCOME PACKET Customer satisfaction criteria

þComes quickly ☐Easy to understand

☐Delivery choice ☐Step by step/hand-holding

Operational metrics

• _____inquiries to customer service • Customer surveys


• Cigna has won awards for its easy to read materials-it’s jargon free.


Face to Face

Online

Mobile

Print

Telephone R

adio/TV


Com

petit

ion Cigna ☐ þ ☐ L ☐ ☐

__________ ☐ ☐ ☐ ☐ ☐ ☐ __________ ☐ ☐ ☐ ☐ ☐ ☐ __________ ☐ ☐ ☐ ☐ ☐ ☐

Customers Want

☐ þ ☐ þ ☐ ☐


_ _ _ _ _ _

Potential Gaps ☐ ☐ ☐ ☐ ☐ ☐


GAP

ANALYZE

Awareness Evaluate Sales/Enrollment Access Use & Support Re-Engage/

Renewal ✗ ✗


Points





Total 8/10

SCORECARD FOR ONBOARDING VIDEO TUTORIAL


Points





Total 10/10


Points





Total 10/10


Points





Total 10/10


Points



3



Total 10/10


Points







•  More customized information

•  Evangelist demonstrations at community centers

•  Mobile version of website

MYREGENCE.COM Customer satisfaction criteria

☐Easy to navigate þ Relevance þ Useful information

☐ Customized ☐ Evangelist demonstrations

Operational metrics

• _____inquiries into customer service • _____web metrics/traffic • 12% of Medicare members have accessed

myRegence • Only 53% rate myRegence as good or excellent


• Aetna invested heavily in its website.


Face to Face

Online

Mobile

Print

Telephone R

adio/TV

Regence ☐ þ ☐ ☐ ☐ ☐

Com

petit

ion Aetna ☐ L þ ☐ ☐ ☐

UnitedHealth ☐ þ þ ☐ ☐ ☐ Cigna ☐ þ þ ☐ ☐ ☐ Humana ☐ þ þ ☐ ☐ ☐

Customers Want ☐ þ ☐ ☐ ☐ ☐ Unit Cost Regence Cost $ _ _ _ _ _ _ Potential Gaps ☐ ☐ ☐ ☐ ☐ ☐


GAP

ANALYZE


Support Re-Engage/

Renewal ✗ ✗


Points





Total 6/10


Points





Total 10/10

SCORECARD FOR CUSTOMIZED PROFILE ON MYREGENCE.COM


Points



3



Total 9/10


Points





Total 10/10


Points





Total 10/10


Points







• Telephone reminders about screenings

• Printed materials • Text reminders for

those with chronic illnesses

ENGAGEMENT MESSAGING Customer satisfaction criteria

þ Interesting þ Informative ☐ Relevance ☐ Choice of format

þ Other languages ☐ Helpful Reminders þ Timely þ Email

Operational metrics

• Surveys • Web metrics

• Feedback


• UnitedHealth makes reminder calls about screenings; found a 56% increase in the number of people who received the screening

• Aetna launched a text-messaging program for members with diabetes


Face to Face

Online

Mobile

Print

Telephone R

adio/TV


Com

petit

ion Aetna ☐ þ þ ☐ ☐ ☐ UnitedHealth ☐ þ ☐ ☐ þ ☐

Customers Want ☐ þ ☐ þ þ ☐ Unit Cost Regence Cost $ _ _ _ _ _ _ Potential Gaps ☐ ☐ ☐ ☐ ☐ ☐


GAP

ANALYZE


Renewal ✗ ✗ ✗

SCORECARD FOR TEXT REMINDERS Step 1: Cost Considerations

Points





Total 8/10


Points





Total 7/10


Points





Total 5/10


Points





Total 7/10


Points



2



Total 7/10


Points






5CS FRAMEWORK RESULTS: MEDICARE

Summary Considerations

Selected Opportunities Cost Internal

Customer Quality

External

Brand Total

Onboarding Video Tutorial 24 10 30 20 10 94 Medicare DVD 24 9 30 18 10 91 Customized Profile on MyRegence

18 10 30 18 10 86

Reminder of Benefits on Bill 24 8 21 20 10 84 Webinar 27 9 21 12 10 79 Text Reminders 24 7 15 14 7 67 •  The 5Cs Framework, does not just uncover potential

gaps, but also prioritizes quality touchpoint opportunities within each step of the journey map

•  Each stage of the 5Cs ensures effective touchpoints; however, the text reminders scored low. The gap was based only on the competition

INTERPRETING THESE SCORES These scores show two different results

•  Where the touchpoint is strong/weak •  How the touchpoint fits comparatively overall within each step

of the journey map

By comparing scores managers can prioritize their efforts to ensure higher customer satisfaction

Touchpoints will need to be continually rescored as the environment changes

SUMMARY

HOW TO IMPLEMENT In order for the 5Cs Framework to be effective, it will require continual examination and will need to be applied across the company An inter-departmental team should be established to utilize the 5Cs Framework regularly to produce results

•  It will be this team’s responsibility to confer with every department about customer criteria, metrics, competitive insights, etc., which will lead to better communication across the organization

SUCCESS WITH THE 5CS Uncovers the diamond in the rough:

•  A clear method to analyze current and future touchpoints

•  Finds gaps in the way that Regence touches members throughout their journey

•  Provides a customer-centric focus while benchmarking the competition and analyzing cost

5CS FRAMEWORK


•  Satisfy customer? •  New Service

Channel/ Service migration?

•  Lower costs? •  More competitive?

ScoreCard 100

GAP

ANALYZE

Existing Touchpoint Analysis Customer satisfaction criteria

☐ Pain points ☐ Relevance ☐ Access ☐ Timely ☐ Ease ☐ Low cost

☐ Understandable ☐ Responsive ☐ Helpful ☐ Positive ☐ Need

Operational metrics

•  Web metrics •  Membership

changes

•  Customer Service correspondence

•  Surveys Competitive Insight*

•  Products •  Programs

•  Long/short term goals •  Revenue


Face to Face

Online

Mobile

Print

Telephone

Radio/TV

Regence ☐ ☐ ☐ ☐ ☐ ☐

Com

petit

ion*

______ ☐ ☐ ☐ ☐ ☐ ☐ ______ ☐ ☐ ☐ ☐ ☐ ☐ ______ ☐ ☐ ☐ ☐ ☐ ☐

Customers Want ☐ ☐ ☐ ☐ ☐ ☐


_ _ _ _ _ _ Potential Gaps ☐ ☐ ☐ ☐ ☐ ☐ *Competition includes other Blues plans & general health insurance landscape.

APPENDIX

THE 5CS AT WORK ADDITIONAL EXAMPLE:

NEW MEMBER, LARGE EMPLOYER GROUP

TESTING THE 5CS FRAMEWORK We will test touchpoints for new members from a large employer group (100+) at each stage of the customer journey

Awareness Evaluate Sales/

Enrollment* Access Use &

Support Re-Engage/

Renewal

• Regence Reps

• Collateral *Employer only • Member Card • EOB/Claims • Newsletter


• Event that welcomes family members

• Online event

REGENCE REPRESENTATIVE COMPANY VISITS

Customer satisfaction criteria

þKnowledgeable þQuestions answered þPresentation

☐ Visit Timing þProfessionalism ☐ Have spouse present

Operational metrics

• __ % Attended • Visit Satisfaction

Survey

• __% Increase in Web traffic/web metrics


• Unknown


Face to Face

Online

Mobile

Print

Telephone

Radio/TV

Regence þ ☐ ☐ ☐ ☐ ☐

Com

petit

ion

____________

☐ ☐ ☐ ☐ ☐ ☐

____________

☐ ☐ ☐ ☐ ☐ ☐

____________

☐ ☐ ☐ ☐ ☐ ☐

____________

☐ ☐ ☐ ☐ ☐ ☐

Customers Want þ þ ☐ ☐ ☐ ☐ Unit Cost Regence Cost $ _ _ _ _ _ _ Potential Gaps ☐ ☐ ☐ ☐ ☐ ☐

ScoreCard Analyze Opportunities

GAP


Support Re-Engage/

Renewal ✗ ✗

ANALYZE


• Jargon-free materials • Summary sheet that

lists common out-of-pocket expenses

• Make online collateral mobile/tablet

COLLATERAL MATERIALS Customer satisfaction criteria

☐ Understandable þContains needed info. ☐ Questions answered

þ Well organized ☐ Helpful Summary sheet ☐ Viewable on all devices

Operational metrics

• ___% calls about collateral & types of questions asked

• ___% wanting to go “green”/paperless Competitive Insights

• Cigna won awards for its jargon free collateral; reducing customer service calls.

• UnitedHealth, Aetna & Cigna launched materials to demonstrate an improved customer experience.

• Aetna invested heavily in its website. Service Channel (L=Market leader in touchpoint if applicable)

Face to Face

Online

Mobile

Print

Telephone

Radio/TV


Com

petit

ion Cigna ☐ þ ☐ L ☐ ☐

UnitedHealth ☐ þ ☐ þ ☐ ☐ Aetna ☐ L ☐ þ ☐ ☐

Customers Want ☐ þ þ þ ☐ ☐ Unit Cost Regence Cost $ _ _ _ _ _ _ Potential Gaps ☐ ☐ ☐ ☐ ☐ ☐


GAP

ANALYZE


Renewal ✗ ✗ ✗


Renewal

This interaction takes place between the employer and the sales team

At the member level, the member deals with his/her company’s human resources department and not directly with Regence


• Mobile Member Card • Activate card by

phone

MEMBER CARD Customer satisfaction criteria

þArrives quickly þInformation is correct þIncludes needed information

☐ Always convenient ☐ Fits with busy lifestyle

Operational metrics

• _____member card complaints • _____% of cards resent


• Aetna has a strong mobile program, including a mobile card.


Face to Face

Online

Mobile

Print

Telephone R

adio/TV


Com

petit

ion Aetna ☐ þ L þ ☐ ☐

UnitedHealth ☐ þ ☐ þ ☐ ☐ Cigna ☐ þ ☐ þ ☐ ☐ Humana ☐ þ þ þ ☐ ☐

Customers Want þ þ þ þ ☐ ☐ Unit Cost Regence Cost $ _ _ _ _ _ _ Potential Gaps ☐ ☐ ☐ ☐ ☐ ☐


GAP

ANALYZE


Renewal ✗ ✗


•  Mobile EOB •  Create clearer to

read EOB

EOB/CLAIMS Customer satisfaction criteria

☐ Understandable þ Correct/Accurate þ Contains needed info.

☐ Electronic version (all forms)

Operational metrics

• _____# of customer complaints • _____# of Inquiries to customer service • ___% wanting to go “green”/paperless


• Cigna has won awards for its easy to read EOB-it’s jargon free.


Face to Face

Online

Mobile

Print

Telephone R

adio/TV

Regence ☐ þ ☐ þ þ ☐

Com

petit

ion Aetna ☐ þ þ þ þ ☐

UnitedHealth ☐ þ þ þ þ ☐ Cigna ☐ þ þ L þ ☐ Humana ☐ þ þ þ þ ☐

Customers Want þ þ þ þ þ ☐ Unit Cost Regence Cost $ _ _ _ _ _ _ Potential Gaps ☐ ☐ ☐ ☐ ☐ ☐


GAP

ANALYZE


Support Re-Engage/

Renewal ✗ ✗


• Customize based on readers’ interests, needs, demographics

•  In Spanish & Russian • Ability to share easily

on social media • Create a newsletter

mobile app

NEWSLETTERS Customer satisfaction criteria

þ Interesting þ Informative ☐ Relevance

☐ Other languages þ Easy link to myRegence ☐ Sharing w/o limits ( Twitter)

Operational metrics

• Surveys • Web metrics

• Feedback


• Unknown


Face to Face

Online

Mobile

Print

Telephone R

adio/TV


Com

petit

ion

________________

☐ ☐ ☐ ☐ ☐ ☐ ________________

☐ ☐ ☐ ☐ ☐ ☐ ________________

☐ ☐ ☐ ☐ ☐ ☐ ________________

☐ ☐ ☐ ☐ ☐ ☐

Customers Want ☐ þ þ ☐ ☐ ☐ Unit Cost Regence Cost $ _ _ _ _ _ _ Potential Gaps ☐ ☐ ☐ ☐ ☐ ☐


GAP

ANALYZE


Renewal ✗ ✗

ADDITIONAL OPPORTUNITIES FOR MEDICARE Support

•  Promote services like case managers to Medicare as 64% of Baby Boomers have a chronic illness

•  95% of Medicare members rate the Nurse Hotline as important, there is an opportunity to expand this service to live chat as Baby Boomers age into the population

Online

•  Seniors use social media sites like MyWay Village; Regence may want to partner with similar sites

•  Baby Boomers are high users of email, consider using this vehicle Mobile

•  Jitterbug has marketed cell phones and mobile applications that give medical advice to seniors. This could be an opportunity for Regence to partner with a similar company.

Clinics

•  Humana operates urgent-care clinics which makes for a better member experience with reduced wait times, lower costs, longer hours, and no appointments needed

Documents

TOUCHPOINT AUDIT: IMPROVING THE CUSTOMER EXPERIENCE · 5 STEPS TO THE 5CS FRAMEWORK 1. Determine who will execute the framework 2. Select your audience (i.e. LOB) 3. Choose a stage