Improving customer experience strategies is a top priority in keeping pace with the modern market.
It goes without saying that most health insurance the digital experiences of the plans are not where they need to be. In fact, the traditional view of the customer experience of healthcare insurance lags significantly behind other industries that have prioritized digital channels in recent years. From retail and entertainment to financial services and hospitality, these companies support the rising rate and expectation of digital literacy among their customers and continue to develop digital experiences involving their consumers across all channels.
Combine this broad-based market drive with the recent introduction of more digital clinics, home care and digital healthcare offerings for omnichannel experiences, and insurance companies are suddenly demanding more empowered and digitally savvy clients. Today’s consumers simply expect personalized omnichannel services, and insurance is largely unprepared to meet those requirements.
While insurance providers may be keen to connect with other digitally-enabled industries, they should not respond with a broad attempt to incorporate digital solutions into all members ’value chains, communication channels, and touch points. The truth is that this can be very costly and you may not get the brand you want fast enough. To improve their customer experience strategies, insurers will need to throw away their old books and incorporate tactics and skills that will enhance their customer experience across all channels.
Follow this five-step approach to help launch these efforts:
1. Investigate your customers, stakeholders, systems and processes to ensure the right context for business and consumer issues. The research at hand may reduce the risk of misalignment. At this point, it’s important to expand your existing knowledge and evaluate the people you support to help you solve existing problems or issues. For example, members of the planetary network have different needs than patients. in wide access networks. Also, members with different health conditions have very different needs. Collectively, this information will be used to inform you about your digital and physical CX strategies.
2. Define customer behaviors that will drive business results. Customer travel maps can help insurers understand how consumers interact with their brand at all points of contact and how to identify frustrating moments in customer travel. For example, a travel map exercise for consumers with limited access to childcare would identify this pain point as a barrier to attending doctor’s appointments.
3. IDealing with creative solutions that address key moments in customer travel maps. With so many patients with different needs and expectations, health plans need to continually rethink how they understand consumers ’differences and offer a range of solutions based on those needs. Wireframes, prototypes, and other tools and techniques need to be built to clarify potential opportunities and consider all channels, from home or clinic experiences to digital applications and chatbots; in addition to traditional calls and portals.
4. Perform user tests on customer experience tools to align business and customer results. Although each consumer group will have different priorities and abilities to use the information presented, these tests will allow insurers to see which solutions actually work for each segment of the audience. In the user testing phase, it is essential to adjust measurements and ROI based on the specific circumstances of consumers to assess impact and future investments.
5. Improve implementable solutions by balancing business viability, customer desirability and technical feasibility. Incorporating UX into lightweight delivery teams ensures that the customer experience matches pre-created design artifacts. Here, it’s important to opt for a lightweight delivery model where new features and travel are supported every month. They are then repeated to improve, enhance, and adapt each special person. Use UX best practices to manage your travel discovery and evolution, and make sure you have the right stack of technology and application architecture to support the ongoing evolution of your plan members.
To build a strong relationship with the modern customer, insurers will need to rethink their CX strategies and prioritize omnichannel experience travel. Of course, it’s easier said than done. By conducting in-depth stakeholder research, assessing the current state of the customer’s journey, defining stage release solutions, and reviewing these findings, insurers can mark and improve their focus on holistic customer experiences.
Kevin Benner Capgemini is Sogeti’s national healthcare solution.