Customer Trust: The Guide to Building Your Greatest Asset! · Perceptions (e.g. value, time)...

Customer Trust: The Guide to Building Your Greatest Asset!

Tuesday, September 13, 2016 | 1:30 PM CT

Paul Hagen and Kristin Irving

BUSINESSCONSULTANTS

DEEPTECHNOLOGISTS

Customer Trust: The Guide to Building Your Greatest Asset!Paul Hagen | Senior Principal, Customer Experience

Kristin Irving | Director, Healthcare

© 2015 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.

Mobile health app adoption is on the rise with the number of mobile health-related apps soaring in the past 2 years

3

Mobile Health

Source: IMS Institute for Healthcare Informatics


The wearables market is expanding due to emerging consumer trends and interest from healthcare professionals

4

Wearables

Source: MobiHealthNews


Consumers are willing to use telehealth services such as video conference is increasing as part to the need for cost-effective strategies to deliver care

5

Wearables

Source: HRI Consumer Survey, PwC, 2015


Cybersecurity is a concern as consumers are unlikely to interact with organizations recently impacted by hacking

6

Wearables

Source: HRI Consumer Survey, PwC, 2015


Four Healthcare industry trends and issues to watch…

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1

2

3

4

Mobile Health Apps

Wearable Health Technology

Telehealth

Cybersecurity

© 2016 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.8

We see now that retailers are moving into the healthcare space to capitalize on their customer base and provide quick, accessible care


CX is not about giving consumers everything they want

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Making Promises

Keeping Promises

Communicatingbrand promise

Deliveringvalue

customers expect

Interaction Points

… it’s about keeping promises to build trust!

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7.8 timesmore likely to

try new products and

services


recommendthe company


purchase more from the

company


trust the

company

In order to increase loyalty and trust, positive emotional experiences matter

Emotion is the component of customer experience that has the largest impact on loyalty, but it is also the area where

companies are the least adept and often seemingly ignore.

*Temkin Group, “The (Large) Connection Between Emotion And Loyalty.” Aug 2016

Compared with companies that get very weak emotion ratings, companies with very strong emotion are:


Healthcare consumers now have high expectations regarding customer experience due to their exposure to and experience with brands like these

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Think about customer experience as a permission gateway – it is building trust with customers…when you do it well , customers will show loyalty

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“Your brand is what people say about you when you’re not in the room” – Jeff Bezos, Amazon.com


To develop a best in class customer experience, there is a requirement to shift from a product-centered mindset to a customer-centered mindset

Today’s product-centered mindset

Future customer-centered mindset

Strategy

Focuses on products and features

Operations

Aligns the company around products, channels, and geographies

Culture

Hires, trains, and rewards employees to do what’s best for the department or business unit

Strategy

Focuses on outcomes that customers seek to achieve across all channels (branch, contact center, digital) and all lines of business

Operations

Aligns the company around customer journeys and the processes that support a best in class experience

Culture

Engages the entire CX ecosystem to do what’s best for customers across all channels and lines of business while maintaining community focus

Customer-centered mindset

Instant Health: Consumers’ changing expectations of the healthcare industry

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A Healthcare Customer Experience Survey’s Results on Trust


Our Survey Hypothesis

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WMP-Walker Sands Survey

We believe within 5 years a majority of consumers will interact with their “healthcare brands”

very differently than they do today. As opposed to a more annual-based interaction,

telemedicine, IoT, wearables, social media, and smart devices will create a much more

frequent feedback loop between consumer and plan. Most consumers will overcome privacy

concerns and willingly share their behavioral and health data to receive value – whether that

be ‘points,’ real-time feedback, personalized advice, or financial incentives. Healthcare brands

will advertise and compete for attention akin to the sneaker companies, banks, or car

manufacturers of today. Healthcare organizations that stay ahead of or on the curve of IT

innovation will be best positioned to monetize these consumer behaviors.

Mobile

Health AppsCybersecurity Wearables Telehealth1 2 3


When addressing customer paint points, payers must resolve internal and external challenges

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“Avoiding market distractions”

“Integration of technology and better member engagement

tools”

“Clear and concise communication

through the most efficient channels”

Payers Customers

Don’t understand their benefits and coverage

Ease of interaction with payers and

providers

Understanding the out of pocket

expenses

Challenges to Business Transformation

Existing Customer Pain Points



Customers and patients have increasingly sought digital solutions when communicating with their primary care providers

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86% of patients who have access to an online portal use it for some or all of their communication with their healthcare provider

31% of consumers have communicated in real-time with a healthcare provider about a specific condition via a mobile app in the past two years

31%

66% of customers whose primary healthcare provider doesn’t offer an online portal say they want one

66%

91% of customers whose healthcare provider offers a mobile app use that app for some or all communications

91%

86%

Customers and Patients



Payers have begun to rebuff security measures and implement digital tools such as online portals to address customer pain points

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Fewer than half of respondents(48%) say they completely trusttheir healthcare provider withthe security of their medicalrecords

Solutions

48%

Trust Issues

Voice of the Customer

Self-Service Capabilities

Tailored Communication

Likelihood of recommending Healthcare

Provider (NPS)

0-5-6

Boomer Gen X Millennials


Every interaction is an opportunity to build trust …

…what can you do to build trust?


Voice of the Customer (VoC)

An encompassing term to describe the strategy, processes, people and technology utilized to

capture customer perceptions about interactions within an organization…and to drive improvement.

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DoInteractions/Actions (contact

center, CRM)

Transactions (POS)

Behavior (web/email tracking)

FeelPerceptions (e.g. value, time)

Feelings (e.g. frustration, trust)

Intentions (e.g. recommend, buy)

Reviews, Rants & Raves

Companies regularly overlook understanding and measuring the impact of how customers feel on what they do

Historically, attention has focused here

Customer experience turns attention here


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Lack the knowledge, infrastructure and resources to obtain

customer feedback at all.

VoC programs should be tailored to the needs and abilities of your company

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“What should we do?” “Now what?” “What’s next?”

Struggle to draw insights from a massive amount of

disparate customer information and

feedback.

Require customer data and analytics to make

strategic, metrics-based business decisions.


Get started by turning customer insights into action through implementing Voice of the Customer Programs

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LISTENGather and share customer

feedback from multiple sources across all interactions

ANALYZEDistill insights about the root causes of customer dissatisfaction or advocacy

ASSIGNCreate accountability and prioritize actions to enhance the customer experience and drive business benefit

ACTDesign, build, test, deploy and

scale customer experience improvements enterprise-wide

VOICE OF

THE

CUSTOMER

PROGRAM



Trust matters in healthcare and so does the voice of the customer!

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Thank you for your time today!

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Paul HagenSr. Principal, Customer ExperienceTel (213) [email protected]

Kristin IrvingDirector, Healthcare & InsuranceTel (630) 212-8946 [email protected]

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Customer Trust: The Guide to Building Your Greatest Asset! · Perceptions (e.g. value, time)...

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