Customer. Strategy OMA Insurance

Transcription

1 Ontario Medical Association 150 Bloor Street West, Toronto, Ontario Request for Proposal Customer Experience Research and Strategy OMA Insurance

2 TABLE OF CONTENTS 1 STATEMENT OF WORK Purpose GENERAL INFORMATION Original RFP Document Background Need Deliverables Schedule of Events PROPOSAL PREPARATION INSTRUCTIONS Vendor s Understanding of the RFP Good Faith Statement Communication Cost Proposal Submission Vendor Capability Presentations Evaluation Criteria Selection and Notification ADDITIONAL TERMS AND CONDITIONS No Publicity or Promotion Confidentiality Respondent s Submission Personal Information General Requested Personal Information Non-Disclosure Agreement Costs Intellectual Property Respondent s Responses Governing Law No Liability Entire RFP VENDOR QUALIFICATIONS AND REFERENCES VENDOR CERTIFICATION...12 Page 2 of 13

3 1 STATEMENT OF WORK 1.1 Purpose The purpose of this Request for Proposal (RFP) is to invite prospective vendors to submit a proposal to provide a comprehensive customer experience research, market segregation, recommendations and a plan for action that will significantly improve the customer experience for members who purchase insurance through the OMA and will ultimately increase OMA Insurance market share. 2 GENERAL INFORMATION 2.1 Original RFP Document The OMA shall retain the RFP, and all related terms and conditions, exhibits and other attachments, in original form in an archival copy. Any modification of these in the vendor s submission, without prior notification and approval, may result in disqualification. 2.2 Background The Ontario Medical Association (OMA) represents the political, clinical and economic interests of the province's medical profession. Practicing physicians, residents, and students enrolled in any of the six Ontario faculties of medicine are eligible for OMA membership. Founded in 1880 as a voluntary association of the province s physicians, the OMA has from its beginning played a vital role in the development and promotion of health-care services across Ontario. Today, the OMA represents Ontario s 39,000 physicians, medical students, and retirees. The organization is governed by a Council composed of over 290 possible delegates, representing 77 territorial divisions and 62 sections, and by the Association s Board of Directors. The Board consists of representatives from 11 districts, a representative of the six faculties of medicine in Ontario, and five Directors elected by Council. Headed by the Association's Chief Executive Officer, OMA staff include professionals in the fields of administration, practice management, finance, health policy, legal services, economics, computer technology, insurance, hospital services, laboratory proficiency testing, medical services, physician health, marketing, public affairs, and communications. To help serve the clinical and economic interests of Ontario physicians, the OMA has developed a suite of products and services that range from practice management seminars, physician health and wellness, Electronic Medical Record implementation, product discounts for members, as well as a portfolio of insurance products developed specifically for the needs of our members. For the purpose of this project, the scope of work relates solely to the OMA Insurance group. Page 3 of 13

4 OMA Insurance Open to eligible members of the OMA as well as Atlantic Medical Associations/Societies, OMA Insurance provides access to a broad spectrum of exclusive insurance plans. OMA Insurance has been providing medical students, residents, practicing physicians and their families with information, education and advice on insurance plans since OMA Insurance offers a full portfolio of high-quality insurance products and services exclusively designed and competitively priced to meet the unique lifestyle, income and practice needs of physicians. Currently, over 22,000 OMA members trust OMA Insurance to help protect them and their families. The offerings presently available through OMA and its subsidiary, OMA Insurance Inc., include: Group Insurance Disability Insurance Life Term Plus and Flex-T10 Professional Overhead Expense Critical Illness (CI) OPIP: Legal Expense Insurance + PHBP (Extended Health Care, Critical Illness, Health Spending Account) Extended Health Care & Dental Accidental Death and Dismemberment Auto, Home and Office/Clinic Individual Insurance Critical Illness Disability Income Long Term Care Life Insurance High-Value Home, Specialty Auto, and other personal insurance products Commercial Insurance Travel Insurance Given the highly-regulated nature of the insurance industry, OMA Insurance works closely with its insurers on all aspects of product development and communications to ensure regulatory and contractual compliance as well as customization where possible to meet the unique needs of physicians. Within the past eighteen months, OMA Insurance has undergone a significant reorganization that has seen the department become a stand-alone business unit within the organization with its own unique brand, a new Managing Director and a Board committee specifically dedicated to the OMA Insurance business. Under the leadership of the Managing Director, the OMA Insurance department has been undergoing an evaluation of its business practices and processes, product lines, value proposition and communications strategy. It has identified its Vision as follows: Page 4 of 13

5 To be the number-one trusted insurance provider of exclusive, competitive and integrated advice, service and solutions tailored to meet the unique protection needs of physicians and their families, while providing unparalleled member experience. Based on this review, a look at the competitive landscape, and OMA s unique (fixed) customer pool, it has been determined that in order for OMA Insurance to attract new customers and increase its share-of-wallet among existing customers, OMA Insurance should move from a product sales strategy to focus on a strategy built on the business strategy of customer intimacy. OMA Insurance s focus is on providing lifestyle, asset and business protection solutions that meet the needs of physicians during their various career stages: our product is advice and expertise, and we view ourselves as assisting our members in obtaining the best solution rather than merely selling products. A branding firm was engaged in 2013 to develop a new communication, content, and creative strategy for OMA Insurance. The brand launch (including print media and a new website) will take place in early April Having decided to adopt a Customer Intimacy business strategy and start employing the Net Promoter System, OMA Insurance has recognized the need to identify the factors that drive customer purchase behaviour, develop tools for monitoring customer satisfaction on an ongoing basis using the NPS methodology, and develop processes for quickly and effectively responding to customer complaints, suggestions, and other feedback. 2.3 Need OMA Insurance is seeking a market research or customer insight solution that will identify the key drivers of customer purchasing behaviour and the sources of dissatisfaction with our current insurance offer. The solution will include recommendations and an action plan for the remediation of the sources of dissatisfaction. The solution will also include a toolset (surveys) for measuring and monitoring the Net Promoter Score, satisfaction, and dissatisfaction indicators on an ongoing basis. It is expected that, at a minimum, the solution will include following: Focus groups and/or personal interviews with OMA Members (both clients and nonclients of OMA Insurance): The solution provider is expected to conduct focus groups and/or personal interviews to identify the key drivers in the insurance purchase decision and to identify sources of dissatisfaction with insurance client experience and with OMA Insurance in particular. These interviews would be limited to OMA Members in Ontario (Atlantic and other out-of-province OMA Insurance clients will not be included in the interview samples). The survey samples must be statistically reliable and representative of our entire Ontario membership base. All interview costs, including incentives, accommodation, travel, and meals must be included in the proposal quotation. The raw data from these interviews will be the property of the Ontario Medical Association. Focus groups and/or personal interviews with OMA Insurance Advisors: Our advisors have unique insight to the needs of our client group and the challenges involved in providing Page 5 of 13

6 excellent insurance solutions to our members. Any comprehensive analysis of customer experience would include consultation with our advisors. A comprehensive report on the results of the focus interviews: The report will include analysis segmented by region, age group, and NPS score. It will identify the key drivers for purchase decisions and sources of satisfaction/dissatisfaction with OMA Insurance. Recommendations & action plans based on the research insights: Identify and prioritize the actions that OMA Insurance must take to increase client satisfaction and improve market share and hold at least one strategy/action planning session with the OMA Insurance leadership team to review and develop these ideas. Surveys that can be used to monitor NPS and satisfaction on an ongoing basis: Once key drivers have been identified, the OMA will continue to monitor satisfaction using online surveys. The solution provider is expected to deliver several short, well crafted, transactional surveys and a relationship based survey that can be used on an ongoing basis and include questions for measuring the Net Promoter Score. 2.4 Deliverables The successful firm will deliver to the OMA, at a minimum: Response data from focus interviews with our members A comprehensive, segmented analysis of the data A written set of recommendations (prioritized) and/or an action plan A set of well written surveys based on the identified drivers of satisfaction to be used by the OMA for future monitoring This work will become the sole property of the OMA. 2.5 Schedule of Events The following is a tentative schedule that will apply to this RFP, but may change in accordance with the organization s needs or unforeseen circumstances. Item Date Issuance of RFP Feb 21, 2014 Vendor Notice of Intention Response Due Feb 28, 2014 Questions/Inquiries Due March 7, 2014 OMA Responses Due March 14, 2014 Vendor Capability Presentations March 21, 2014 (schedule to be finalized) Vendor Selection and Notification March 28, 2014 OMA internal approvals & award notification 1 April 4, 2014 Project Completion Max 120 Days from Contract Signing 1 Subject to contract negotiation Page 6 of 13

7 3 PROPOSAL PREPARATION INSTRUCTIONS 3.1 Vendor s Understanding of the RFP In responding to this RFP, the vendor accepts the full responsibility to understand the RFP in its entirety and in detail, including making any inquiries to the OMA as necessary to gain such understanding. The OMA reserves the right to disqualify any vendor who demonstrates less than such understanding. Further, the OMA reserves the right to determine, at its sole discretion, whether the vendor has demonstrated such understanding. That right extends to cancellation of award if award has been made. Such disqualification and/or cancellation shall be at no fault, cost, or liability whatsoever to the OMA. If you require any clarification to the project scope or the vendor capability presentation, provide the questions in writing via to Kerry McLorg at kerry.mclorg@oma.org. 3.2 Good Faith Statement All information provided by the OMA in this RFP is offered in good faith. Individual items are subject to change at any time. The OMA makes no certification that any item is without error. The OMA is not responsible or liable for any use of the information or for any resulting claims. 3.3 Communication Verbal communication shall not be binding unless formally confirmed in writing by the specified procurement official in charge of managing this RFP process. In no case shall verbal communication govern over written communication. Vendors inquiries, questions, and requests for clarification related to this RFP are to be directed to: Attention: Kerry McLorg Job Title: Business Analyst, Customer Experience, Insurance Services Telephone: kerry.mclorg@oma.org Applicable terms and conditions herein shall govern communications and inquiries between the OMA and vendors as they relate to this RFP. Informal Communications shall include, but are not limited to: Requests from/to vendors or vendors representatives in any capacity. Requests to/from OMA employees identified within this RFP. Page 7 of 13

8 Inquiries for clarifications and information that will not require addenda may be submitted verbally at any time, to the OMA employee(s) identified within this RFP. Details of the verbal communication are to be confirmed via . Formal Communications shall include, but are not limited to: Questions concerning this RFP: Questions must be submitted in writing via the address provided and be received prior to March 14, Errors and omissions in this RFP and enhancements: Vendors shall bring to the OMA any discrepancies, errors, or omissions that may exist within this RFP. With respect to this RFP, vendors shall recommend to the OMA any enhancements that might be in the best interests of the OMA. These recommendations must be submitted by and be received prior to March 14, Inquiries for clarifications/information that will not require addenda may be submitted verbally to the buyer named above at any time during this process. Verbal and/or written presentations. Addenda to this RFP. The OMA will make a good-faith effort to provide a written response to each question or request for clarification that requires addenda within 4 business days. Written responses will be delivered via . All questions, answers, and addenda will be shared with all recipients. The OMA will not respond to any questions/requests for clarification that require addenda, if received after March 14, Cost Proposal Submission Cost Proposal to be delivered sealed in-person at the conclusion of the Vendor: To: Attention: Ontario Medical Association Kerry McLorg Business Analyst, Customer Experience, Insurance Services Address: 150 Bloor Street West, Suite 900 Toronto, Ontario M5S 3C1 The OMA will not accept proposals received by fax or . At the conclusion of the Vendor Capability Presentation, vendors are to submit one (1) original copy of proposal marked Original and two (2), marked Copy. The following MUST be included with your Cost Proposal submission: Page 8 of 13

9 Please name one person to be the coordinator for your RFP response and for any clarification activities, which might be necessary. Contact Name: Company: Title: Address: Phone: Fax: Blended Hourly Rate of the agency that will be billed to the OMA for work performed. Projected billable hours to complete project Projected schedule for milestones or task completion Estimated total cost of project (billable hours plus projected outside costs such as focus group incentives, travel, food, incidentals, materials, etc.) 3.5 Vendor Capability Presentations As part of the selection process vendors will be permitted to make a presentation to the OMA selection committee on March 21, The focus of the presentation will be on the strategic approach and methodology to be applied to the project, as demonstrated using case studies of similar projects with existing clients the vendor has worked with in the past. NO SPEC WORK IS TO BE DONE AS PART OF THE PRESENTATION. Because it is important to understand who the OMA team would be working with, it is expected that each vendor presenting will have the actual core team to be assigned to this project in attendance at the presentation and that the role of each team member (and the amount of time they will devote to the project) be made clear. The Vendor presentations will be held at the OMA offices and each vendor will have 45 minutes to present. Audio/visual needs can be addressed with Kerry McLorg, the OMA contact at the time of presentation scheduling. 3.6 Evaluation Criteria A number of factors will influence The Ontario Medical Association s decision in selecting the appropriate vendor. In addition to cost considerations, proposals will be evaluated on the basis of the following factors (no weighting is implied by order of listing): a) Vendor experience with this type of project b) Methodology and approach to be undertaken c) Experience of core team assigned to project d) Proposed project schedule e) Appropriateness of selected case study Page 9 of 13

10 *Please note that The Ontario Medical Association will select the vendor based upon the best overall solution and value, and is not obligated to select the lowest price bidder. The purpose of this RFP is to identify those suppliers that have the interest, capability, and demonstrated success with this type of project. However, if the OMA does not find a suitable vendor within the RFP process, the OMA is not obligated to award the project to any vendor. 3.7 Selection and Notification Vendors determined by the OMA to possess the capacity to compete for this contract will be selected to move into the negotiation phase of this process. Written notification will be sent to these vendors via . Those vendors not selected for the negotiation phase will be notified by April 8, ADDITIONAL TERMS AND CONDITIONS 4.1 No Publicity or Promotion Respondents shall not make any public announcement or distribute any literature regarding this RFP or otherwise promote itself in connection with this RFP, without the prior written approval from the OMA. 4.2 Confidentiality All correspondence, documentation and information of any kind, provided to any Respondent, in connection with or arising out of this RFP or the acceptance of any Response: a. Remains the property of the OMA. b. Must be treated as confidential. c. Must not be used for any purpose other than for replying to this RFP and for fulfillment or any related subsequent process or agreement. d. Must be returned upon request. 4.3 Respondent s Submission All correspondence, documentation and information provided in response to or because of this RFP may be reproduced for the purposes of reviewing the Respondent s submission to this RFP. If a portion of a Respondent s Response is to be held confidential, such provisions must be clearly identified in the Response. Page 10 of 13

11 4.4 Personal Information General The OMA may request information related to the qualifications and experience of persons who are proposed or available to provide services. This may include, but is not limited to, resumes and/or documentation of accreditation, which will be returned to the Respondent upon completion of the RFP process. The OMA will treat this information in accordance with the provisions of Section 4.4 Personal Information Requested Personal Information Any personal information that is requested from each Respondent by the OMA shall only be used to consider the qualified individuals to undertake the project/services. It is the responsibility of each Respondent to obtain the consent of such individuals prior to providing the information to the OMA. The OMA will consider that the appropriate consents have been obtained. 4.5 Non-Disclosure Agreement The OMA reserves the right to require any Respondent to enter into a non-disclosure agreement satisfactory to the OMA. 4.6 Costs This RFP does not obligate the OMA to pay for any costs of any kind whatsoever that may be incurred by a Respondent or any third parties in connection with the Response. All Responses and supporting documentation shall become the property of the OMA, subject to claims of confidentiality in respect of the Response and supporting documentation. 4.7 Intellectual Property The Respondent should not use any intellectual property of the OMA, including but not limited to all logos, registered trademarks or trade names of the OMA, at any time without the prior written approval. 4.8 Respondent s Responses All accepted Responses shall become the property of the OMA and will not be returned. 4.9 Governing Law This RFP and the Respondent s Response and shall be governed by the laws of Ontario No Liability The OMA shall not be liable to any Respondent, person or entity for any losses, expenses, costs, claims or damages of any kind: a) Arising out of, or by reason of, or attributable to, the Respondent responding to this RFP. Page 11 of 13

12 b) As a result of the use of any information, error or omission contained in this RFP document or provided during the RFP process Entire RFP This RFP, any Addenda to it, and any tables listed below constitute the entire RFP. 5 VENDOR QUALIFICATIONS AND REFERENCES All vendors must provide the following information in order for their proposal to be considered. This information should be provided via in advance of the Capability Presentation to: Kerry McLorg Business Analyst, Customer Experience, Insurance Services Kerry.McLorg@oma.org List your company s legal name, address, and telephone number. Include parent company information if applicable. Year business was established: Description of key partnerships and relationships: Descriptions of geographic reach and market penetration: Provide contact information for 3 references (if possible) that you have worked with on projects similar in size, application, and scope and a brief description of their implementation. Include contact names, telephone numbers, and addresses allowing us the option of contacting these customers and engaging in a dialog with them regarding the outcome of said project. Also, include at least one reference to a recently acquired account, at least one reference to a long term account, and at least one reference to a recently terminated account. 6 VENDOR CERTIFICATION This certification attests to the vendor s awareness and agreement to the content of this RFP and all accompanying calendar schedules and provisions contained herein. Page 12 of 13

13 The vendor must ensure that the following certificate is duly completed and correctly executed by an authorized officer of your company. This proposal is submitted in response to Request for Proposal, Customer Experience Research and Strategy, issued by the OMA. The undersigned is a duly authorized officer and hereby certifies that: (Vendor Name) agrees to be bound by the content of this proposal and agrees to comply with the terms, conditions, and provisions of the referenced RFP and any addenda thereto in the event of an award. Exceptions are to be noted as stated in the RFP. The proposal shall remain in effect for a period of ninety (90) calendar days as of the Due Date of the RFP. Person(s) authorized to negotiate on behalf of this firm for purposes of this RFP are: Name: Title: Signature: Date: Name: Title: Signature: Date: Signature of Authorized Officer: Name: Title: Signature: Date: Page 13 of 13