Digital Front Door

Fueling Exceptional Customer Experiences

CHECKLIST

TABLE OF CONTENTS

PRE-BUILD NEEDS

BUILD-OUT COMPONENTS

POST-BUILD ANALYSIS

Today’s digitally integrated healthcare economy requires a healthcare experience model that puts members’ needs first and engages them at every relevant touchpoint.

A Digital Front Door takes a modern, digital-centric approach to healthcare, empowering consumers to access information, support, and services right from the palm of their hand.

This type of digital-first strategy puts members in the front seat of their own healthcare journey, while offering more ease, convenience, clarity, and accessibility throughout the entire experience, at every single touchpoint, from the very first interaction.

Use this checklist to build a comprehensive Digital Front Door strategy that strengthens your healthcare experiences, fosters long-term loyalty, attracts new members and partners and ultimately drives more revenue for your organization.

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AlignmentEstablish the strategy and goals for your Digital Front Door aligned to your organization’s “North Star” member experience, to ensure cross-departmental buy-in and success.

PRE-BUILD NEEDS

Define your organization’s “North Star”: The healthcare experience you want every potential and existing member to have with your brand, no matter where, when, or with whom they interact.

Define clear objectives for your Digital Front Door strategy, aligned to how enhance your organization’s North Star.

Establish clear roles and responsibilities for oversight and management of the Digital Front Door strategy.

Gain buy-in and support from all departments and stakeholders to ensure the ongoing success of the Digital Front Door strategy.

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Perform member journey mapping, accounting for all channels and touchpoints, to help visualize the member experience you are delivering and identify where there are strengths, gaps, issues, or inconsistencies with your North Star.

Perform qualitative member research, e.g. Voice of the Customer (VOC) or similar member listening exercises, to identify their needs and wants.

Establish a data collection and anaylsis strategy that is comprehensive and integrated across all departments and systems.

Translate member data into actionable insights, using technology to simplify or automate this process.

Perform member persona mapping to better understand existing and target demographics.

Receive feedback from staff on what they’re experiencing and what they’re seeing, hearing, or experiencing with members’ needs, preferences, or pain points.

UnderstandingGain a deep knowledge of your members and healthcare organization to deliver an experience that effectively meets their needs and expectations.

PRE-BUILD NEEDS

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Design Build a Digital Front Door strategy that is designed to elevate your members’ identified experience needs and expectations, across all channels and touchpoints.

BUILD-OUT COMPONENTS

Document the full Digital Front Door strategic roadmap, identifying how each component, element, or phase will aim to elevate the member experience and put their needs front and center.

Define how new and existing interaction, support, and communication strategies elevate your North Star healthcare experience and strengthen identified member experience gaps and needs.

Integrate Digital Front Door components into a future-state member journey map that resolves identified gaps and weaknesses across the current member journey.

Identify cross-departmental staff, processes, and programs needed to ensure the ongoing success of the Digital Front Door strategy.

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Orchestration Adopt capabilities, technologies, channels, and operations that ensure a successful Digital Front Door strategy that elevates the omnichannel member experience.

BUILD-OUT COMPONENTS

Offer digital entry into your healthcare organization via providing clear and accessible self-service information and capabilities online, e.g. a coverage request form on the homepage.

Adopt a mobile app that offers end-to-end, on-demand capabilities, including finding a physician, accessing coverage documents, requesting information, and addressing coverage questions or needs.

Develop a frictionless, intuitive web and mobile design for easy navigation.

Adopt pre-agent, self-service support solutions like virtual assistants and chatbots to reduce contact center volume and simplify members’ questions and needs.

Invest in contact center solutions to enhance and simplify experiences at every in-person, over-the-phone, and digital touchpoint within the interaction journey.

Share proactive, relevant coverage information with members via educational e-newsletters, online blogs, coverage update emails, or other communication channels.

Present easy-to-find, on-demand member education to simplify and clarify coverage options, details, and support.

Build front-end and back-end system integration that uses the power of all of your data to help deliver a consistent, frictionless, omnichannel experience to all members.

Invest in modern data solutions that collect, analyze, and apply information to deliver hyper-personalized, high-value experiences to every member.

Establish a modern, connected technology ecosystem to simplify agent processes and environments, such as a ‘single pane of glass’.

Leverage automation for low-value manual tasks to increase efficiency and decrease costs.

Provide coverage and cost transparency to stay compliant and keep-up with the emerging ‘retailization’ of healthcare.

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Measurement Track and measure member and employee feedback to ensure the ongoing success of your renewed Digital Front Door healthcare experience strategy.

POST-BUILD ANALYSIS

Establish KPIs to track and measure the success of your member experience delivery.

Analyze member interaction data to identify where KPIs are not being met and look for trends in member attrition or drop-off.

Develop tools for receiving quantitative feedback from members, such as a Net Promoter Score (NPS), Customer Effort Score (CES), Customer Experience Index (CXI), or STARS rating.

Develop tools for receiving qualitative feedback from members, such as a clearly displayed contact page on your website and mobile app, surveys, and open dialogue between members and agents.

Develop tools for receiving feedback from agents and staff, such as staff surveys, a clearly defined reporting structure, and open dialogue between staff and leadership.

www.avtex.comAvtex, A TTEC Digital Company

In today’s post-pandemic economy, an Amazon-level of convenience and personalization has become the standard expectation for all interactions and experiences, and healthcare experiences are no exception. Consumers today want to take more ownership of their health and want quick, easy access to all of their questions and needs, right from the palm of their hand.

Avtex can help your healthcare organization uncover opportunities to deliver on these expectations. With our expertise, collaboration, and technology, Avtex will help create a customized Digital Front Door strategy that simplifies, unifies, and enhances the experiences of your members, agents, and staff, across all channels, and at every point in the journey. The results will improve member-payer experiences for the benefit of all - driving agent productivity, member satisfaction, and long-term business growth.  

Visit avtex.com/digitalfrontdoor to learn more!

Check out the next piece in our Digital Front Door Toolkit to find out how ready your organization is for a Digital Front Door: Take the Digital Front Door Assessment

www.avtex.comAvtex, A TTEC Digital Company