How Blue Cross Blue Shield of Illinois Wows Customers...
Transcript of How Blue Cross Blue Shield of Illinois Wows Customers...
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@pdf1974 - @bcbsil@pdf1974 - @bcbsil
How Blue Cross Blue Shield of Illinois Wows Customers Through Mobile InnovationPatrick Feeney – Director Mobile and Emerging Technology
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@pdf1974 - @bcbsil@pdf1974 - @bcbsil
Agenda
2
1. Intro to BCBSIL
1. Mobile Defined
1. Customer Journey
1. Mobile Strategy
1. Innovation
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13millionmembers
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Challenges& changesin the industry W
ha
t W
e S
ee
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@pdf1974 - @bcbsil@pdf1974 - @bcbsil
Agenda
5
1. Intro to BCBSIL
1. Mobile Defined
1. Customer Journey
1. Mobile Strategy
1. Innovation
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Why mobile?Why now?
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50% of member interactions are digital
Imp
act
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Mobile Philosophy Not replacing call center
Not forcing mobile
Consistency in channel
Complimentary
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Decidedly intimate devices for people
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@pdf1974 - @bcbsil10
Simple
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@pdf1974 - @bcbsil11
More affordable
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Moreaccessible
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Measurable benefits
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@pdf1974 - @bcbsil@pdf1974 - @bcbsil
Agenda
14
1. Intro to BCBSIL
1. Mobile Defined
1. Customer Journey
1. Mobile Strategy
1. Innovation
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@pdf1974 - @bcbsil
Primary Targets
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The Mobile Managed
The Whiz Bangs
The Late Bloomers
The Hesitants
The Lost Causes
11% 21% 24% 20% 24%
Primary Targets Non-TargetSecondary Targets
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@pdf1974 - @bcbsil16
Meet Sarah 26 years old
Graduate program at Northwestern
Self professed Apple geek
Goes for daily jogs through the park
Still on her parent’s insurance
No
n-m
emb
er J
ou
rney
@pdf1974 - @bcbsil
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Sarah sees a sign saying she could win a race day giveaway
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@pdf1974 - @bcbsil
She texts in to play theBCBSIL Scratch-N-Win
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@pdf1974 - @bcbsil
Sarah is a lucky winner! And signsup for Wellness content
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A week later she receives her firstBCBSIL Wellness message
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Two weeks later Sarah is asked to personalize her experience
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@pdf1974 - @bcbsil
After a couple months, Sarah decidesit’s time to start shopping
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And after doing research, she wantsto talk to a representative
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@pdf1974 - @bcbsil
Sarah’s seamless journey
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TransactionEngagementAwareness Loyalty
Sweepstakes Alert NotificationsMobile Web mCommerce
Sponsorship
Street Teams
Out of Home
Retail
Dig
ita
l T
ou
chp
oin
tsO
ffli
ne
To
uch
po
ints
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@pdf1974 - @bcbsil2525
Meet Jane 43 years old
VP of Human Resources
Married with two children
Manages the family finances
Stocks her kitchen w/ organic food Mem
ber
Jo
urn
ey
@pdf1974 - @bcbsil
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@pdf1974 - @bcbsil
Jane receives a direct mail piece and decides to text in to sign up
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639-01
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639-01 639-01
Jane completes her enrollment by selecting her preferences
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639-01
She saves her ID card toher mobile wallet
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@pdf1974 - @bcbsil
She sees the back of the Pass contains her personalized content
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Copay InformationAccess to
phone numbersPreferred doctors
and locations
Copays:
Office Visit: $10
Emergency Room: $150
Specialist $30
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@pdf1974 - @bcbsil
A month later, Jane visits the hospital and her ID card appears
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@pdf1974 - @bcbsil
639-01
Her experience comes full circle with a message about her claim
31
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@pdf1974 - @bcbsil
Jane’s seamless customer journey
32
TransactionEngagementAwareness Loyalty
Alert
Notifications
Dig
ita
l T
ou
chp
oin
tsO
ffli
ne
To
uch
po
ints
Mobile
Web
Native App
Mobile
Wallet
Location Based
Servicing
Direct Mail
Out of Home
Retail
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@pdf1974 - @bcbsil@pdf1974 - @bcbsil33
Agenda1. Intro to BCBSIL
1. Mobile Defined
1. Customer Journey
1. Mobile Strategy
1. Innovation
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@pdf1974 - @bcbsil34
Key ingredients for the
mobile strategy: Maturity of the user
Maturity of the technology
Maturity of the data
@pdf1974 - @bcbsil
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@pdf1974 - @bcbsil
Shiny Object Syndrome
35
I need
Responsive
I need
I need
Hashtags
I need Audio
Watermarks
I need
Geo-Mobile
I need
Gamification
I need
QR Codes
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@pdf1974 - @bcbsil
The “field of dreams” approach
36
Mobile Messaging
Mobile Web Apps
SMS/MMS
Opt-in, Direct Digital Marketing
Email Marketing
Mobile-browser-friendly Sites &
Pages
Information & Interaction
M-Commerce
iPhone, Blackberry,
Android, Palm, etc.
Silo’d Audience
Rich Experience
Mobile Ads/Search
Misc/Legacy Content
Emerging/Location-
Based
Mobile Search
Mobile Banners
SMS Subscriptions
Apps
New Platforms (iAd)
Video
Games
Music
Ringtone & Wallpaper
Downloads
Content Curation
2-D codes
RFID
Bluetooth
GPS
Location-Gaming
Mobile Social
Siri
Device Monitoring
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@pdf1974 - @bcbsil
Mobile service and wellness alerts
How is BCBSIL using mobile today?
37
Native app
Mobile web
Mobile preferences
~ 10,000 SMS messages per day 15% of visits are mobile
7% of users signed up for SMS 2,800 monthly downloads
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@pdf1974 - @bcbsil@pdf1974 - @bcbsil38
Agenda1. Intro to BCBSIL
1. Mobile Defined
1. Customer Journey
1. Mobile Strategy
1. Innovation
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@pdf1974 - @bcbsil
Shiny Object Syndrome
39
New Technology New Knowledge New Trends
The transformation ofnew ideas
Products Processes Services
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@pdf1974 - @bcbsil
Process
Consumer / Business insight drives progression.
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Idea CreateConcept Full ReleasePilot
ValidationBetween Each Stage
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@pdf1974 - @bcbsil
Ideate
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EmergingCompetitive
GapsEfficiency /
UsabilityDisruptive
Evolutionary Revolutionary
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@pdf1974 - @bcbsil
Team Structure
1. Product Owner
2. Multidisciplinary Team(s)
3. Subject Matter Experts
42
Product
Owner
Business
Analysts
Interaction
Design
Messaging /
Content
Technology
Aesthetic
Design
SME
SME
SMESME
SME SME
SME SME
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@pdf1974 - @bcbsil43
Making mobile stick and work Do you throw grass seed out the window
and hope it grows?
Or plant seeds where you know
it will grow?
Let’s talk about our approach
@pdf1974 - @bcbsil