ENHANCING CUSTOMER EXPERIENCE

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1 ENHANCING CUSTOMER EXPERIENCE INSIGHT CONNECTION EXPERIENCE

2 Your Medicare customer has changed forever. INSIGHT CONNECTION EXPERIENCE

3 HISTORY OF CHANGE HMO PPO CDHP HDHP MA PDP POS EPO FSA HSA ACA ACO

4 Trust Gap TRUST SOURCE 80% PRIMARY DOCTOR 71% SPECIALIST 52% PHARMACIST 38% ORGANIZATIONS SPECIALIZED IN CARE & DISEASE MANAGEMENT 22% HEALTH INSURER 2014 KBM Group All rights reserved.

5 Customer Experience Gap Bureaucratic Confusing Intimidating Impersonal

6 A Little Empathy Goes A Long Way I want health insurance to 1. Put patient care before profit 2. Be there when I need it 3. Communicate clearly & honestly

7 Insight

8 BIG DATA IS LIKE TEENAGE SEX: - everyone talks about it - nobody really knows how to do it - everyone thinks everyone else is doing it - so everyone claims they re doing it too. Dan Ariely

9 Harness the power of data to inform decisions & drive action Volume Velocity Variety Veracity 2014 KBM Group All rights reserved.

10 WHEN YOU APPROACH ME. Where can you find me? How do I get my information? What gets & keeps my attention? WHEN YOU SELL ME. What do I value? How do I shop? How do I buy? WHEN YOU WELCOME ME. What s important to me about my health? How can you keep me engaged? Why do I remain loyal to a brand? WHEN YOU RENEW ME. Who will I compare you to? What do I say about you? Where do I say it? Personalize Know Me Be Relevant Insight Be Consistent EXPERIENCE Be Timely

11 Data Informs

12 Connection

13 MOBILE MINDSET Expectation that any desired information or service is available on any device at a person s moment of need.

14 Customers want Grassroots interactions on their terms Social Multicultural Create relevant moments of connection Online Print Radio Direct Mail TV Glass Smartphone Tablet 2014 KBM Group All rights reserved.

15 Customers want to buy on their terms FIELD SALES TELESALES DIGITAL MOBILE RETAIL Omni-channel seamless selling experience to align with consumers fragmented path to purchase KBM Group All rights reserved.

16 Customers want brands they can trust BRAND PREFERENCE that keep their promise Evoke Emotion mindshare & marketshare CONVENIENCE QUALITY SEAMLESS Differentiate Experience trust Grab Attention PREMIUM PRICE BRAND REFERRAL

17 Customer Experience

18 Your brand is now inseparable from your customer experience. CHALLENGE Provide customers a reason to engage by always guiding them to the next best interaction with you.

19 Path To Purchase Discover Buy Ask Renew Shop Use Engage MARKETPLACE PRESSURE CUSTOMER EMPOWERMENT BUSINESS PROCESSES TECHNOLOGY ADVANCES 2014 KBM Group All rights reserved.

20 You can control Put your customer at the center of everything you do. how the customer experiences YOU 1. Look Outside-In & Inside-Out Measured Customer Value Customer Insights VOC Continuous Lifecycle UX 2. Align around your customer 3. Make CX a business discipline 4. Create your brand experience Cross-Functional Accountability C-Suite Driven Relevant Content Relevant Channel

21 Actionability

22 ENGAGEGMENT ROADMAP Assessment Strategy & Implementation Governance Customer Insight Measure & Optimize Culture

23 Yesterday started with a product to see who will buy it. INSIGHT Unified view of customer Manage customer lifecycle NEW INTELLIGENCE CONNECTION Make brand relevant Build relationship of trust NEW MEDIA EXPERIENCE Respect path to purchase Move from selling to solutions NEW ENGAGEMENT Today starts with a person to understand how they engage.

24 Lindsay R. Resnick Chief Marketing Officer

25 DATA Unlock data. Unleash marketing. A customer engagement direct marketing agency combining proprietary customer data with predictive analytics to drive direct-to-customer interactions. Engagement Optimization Customer Insights Brand Response DIGITAL DIRECT