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Few would argue that customers crave simplicity.But from a business perspective, does it really matter? Siegel+Gale demonstrate the role of simplicity in creating positive customer interactions that build customer loyalty and ultimately increase revenue. + Gain insights into the findings of our Global Brand Simplicity Index - a report that evaluates the simplicity of 400+ global brands, including top national healthcare insurers +Learn how your priorities stack up against the latest PinPoint report - a survey of 1,000+ health insurance customers on which brand experiences have the greatest impact + Understand how innovative companies have made simplicity pay, and consider how to get started creating simpler, high-impact brand experiences Siegel+Gale is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. We deliver comprehensive services in brand development, simplification, research and digital media. Since our founding by brand sage and simplification pioneer Alan Siegel in 1969, Siegel+Gale's mantra has been "Simple is Smart."
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The health insurance customer experience: Understanding �the impact of simplicity February 20, 2014
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Introductions Maria Boos �Group Director �of Simplification
Ed Lanigan �Vice President, Business Development, Simplification�
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Let’s talk Simplicity pays�Priorities for insurers�Achieving simplicity�
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5
GBSI 2013�
consumers 10,000+
countries 7 in
6 2009 2010 2011 2012 2013 through
Aug 2nd
-50%
0%
50%
100%
150%
200%
Since 2009, the Simplicity Portfolio has beaten the average global stock index by
+167% �Simplicity
Portfolio
+83% S&P +72% Dow +69% DAX
+45% FTSE
100%
Percentage of �growth of �index/portfolio
Siegel+Gale—�Global Brand �Simplicity Index 2013
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75% of consumers are more likely to recommend a brand because it provides simpler experiences
Simplicity increases loyalty
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Customers will pay 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
5.4% �and more 4.8–5.3% �
more 4.5–4.7% �more
up to�4.4% �more
For simpler experiences, people would pay:
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Customers will pay 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
5.4% �and more 4.8–5.3% �
more 4.5–4.7% �more
up to�4.4% �more
For simpler experiences, people would pay:
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Industry rankings
1. Internet search
Global Industry �Simplicity Score
950 736 734 723 719 711 663 657 625 602 595 574 565
2. Electronics
3. Restaurants
4. Internet retail
6. Retail/Grocery
5. Appliances
13. Telecom/� Cell phone
7. Media
8. Retail/General
9. Travel/Hotels
10. Retail/Fashion
11. Travel/Booking
12. Travel/Air
14. Shipping/Mail 15. Retail/Health � and beauty 16. Social media
17. Automotive
19. Banks/Retail
18. Fitness
20. Travel/Train
21. Telecom/Cable
22. Utilities
23. Travel/Car rental
24. Health insurance
23. General insurance
565 564 530 529 524 517 501 484 473 445 329 258
Global Industry �Simplicity Score
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Industry rankings
1. Internet search
Global Industry �Simplicity Score
950 736 734 723 719 711 663 657 625 602 595 574 565
2. Electronics
3. Restaurants
4. Internet retail
6. Retail/Grocery
5. Appliances
13. Telecom/� Cell phone
7. Media
8. Retail/General
9. Travel/Hotels
10. Retail/Fashion
11. Travel/Booking
12. Travel/Air
14. Shipping/Mail 15. Retail/Health � and beauty 16. Social media
17. Automotive
19. Banks/Retail
18. Fitness
20. Travel/Train
21. Telecom/Cable
22. Utilities
23. Travel/Car rental
24. Health insurance
23. General insurance
565 564 530 529 524 517 501 484 473 445 329 258
Global Industry �Simplicity Score
Health insurance �has the most to gain in �the US
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Let’s talk Simplicity pays�Priorities for insurers�Achieving simplicity�
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Why simplicity matters The brand that members know is the one they interact with every day
Online �interfaces
Call �center
Policies & �statements
Mobile �self-service
Correspondence
Forms & �applications
Programs
But how do we know which customer interactions �matter most?
The Health Insurance Experience�A PinPoint™ Consumer Research Study
PinPoint Consumer Research�
consumers 1,000
insurers 5
brand experiences
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Contribution to the NPS Pre-/Open enrollment and enrollment have the greatest impact on the NPS
Pre-/Open enrollment
Enrollment
Claims processing
24.4% 19.4%
14.5%
3.6% 5.0% 5.6%
7.7% 5.8%
9.6% Finding a doctor on website/web portal
Explanation of benefits (EOB)
ID cards
Customer service call center
Coverage documentation
Welcome packet
0.5% 0.5%
1.6% 1.9% Wellness and disease management services
Pre-authorization
Online claims management tool
Medical cost estimator
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Let’s talk Simplicity pays�Priorities for insurers�Achieving simplicity�
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HAPIfork: helps you lose weight by �notifying you if you’re eating too fast
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Nike+ FuelBand: a personal coach tracks and inspires progress
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Lifestraw: simplicity in problem-solving saves lives
But what about those everyday touchpoints?
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Walgreens Balance Rewards: makes it easy to earn and redeem rewards for taking healthy steps
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Innovative prescription packaging increases compliance and reduces errors
EmblemHealth: simplified member portal clarifies plan data for pre-enrollment review
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Quest: simplified patient reporting makes data actionable… Before After
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…in any channel the patient prefers
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Financial services companies are ahead of the curve in reinforcing value propositions…
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…facilitating goal setting and tracking…
…welcoming customers onboard…
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…and simplifying terms
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But a proliferation of communications and tools overwhelms the health insurance member
The solution:�The Simplification Blueprint
What, when and how should you communicate with members to �drive engagement and satisfaction?�
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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
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Mileage Plus
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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
IVR and �call center
Membership application
Direct mail
Airport CSR Airport kiosk
Statement
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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.
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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
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Defining a new contact strategy
Before
After
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.
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Delivering the right information at the right time
Elite benefits and more�
�
Benefits by status level
My Upgrades landing page
My Upgrades tab
My Upgrades detail pages
Terms and conditions
Summary Detail
Each touchpoint consistently reinforces key messaging, but the level of detail modulates based on the primary purpose and delivery channel of the communication.
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Speaking with a unique brand voice Voice guidelines ensure that all member communications reflect a common tone and support the brand attributes.
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Removing airline jargon More detailed writing guidelines specify how to replace numerous “insider” terms with simple program architecture that employs descriptive language.
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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.
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Carrying the themes and content through email…
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…and onto the mobile experience
Thank �you.��
Today’s Presenters��Maria Boos – [email protected]�Ed Lanigan – [email protected]� Related Links
Global Brand Simplicity Index http://simplicity.siegelgale.com/ For questions or more information on Siegel+Gale and our Simplification practice please email [email protected]
