Faced with a fundamental shift in the health insurance market with consumers increasingly more involved in health care decisions and paying for care directly, Humana saw the need for consumer-driven solutions.
Humana turned to The Customer Group (TCG) to create an “Integrated Consumer Experience,” by identifying and deploying well designed, customer-driven solutions to drive business results in terms of growth and profitability. The solutions had to be more consumer-driven without increasing cost or sacrificing operational effectiveness.
Over a three year period, Humana, with the direction and oversight of The Customer Group, worked on the following consumer-driven solutions:
- Customer Experience Audit
- On-line Customer Experience Assessment
- Coordinated Consumer Communication Redesign
- “Summary Statement” Design & Implementation
- “Perfect Service” – Service Center
- On-line Member Experience Redesign
- Strategic thinking from the outside-in and the inside-out
A key to TCG’s success is in the coupling of an “outside-in” and “inside-out” customer interaction viewpoint. To deliver consumer-driven solutions you need to first understand your customer’s needs, expectations and preferences. These insights are derived from looking from the “outside-in” and truly capturing the customer perspective and experience.
Conducting analysis of the customer’s interactions along the entirety of the customer lifecycle provides the “inside-out” viewpoint. Once these two perspectives are mapped together a clear roadmap outlining the most impactful process improvement initiatives and product development opportunities are identified.
For Humana, in addition to providing the chance to improve the consumer experience, each initiative identified also delivered significant cost savings and improved accuracy due to the reduction of duplicate processes, unique / underperforming products, and rework time / costs.
- Products designed around consumer needs and requirements
- Improved accuracy / reduction in re-work
- Reduced insurance costs
- Innovative communication vehicles and new employer product offerings
- Consolidated and improved communications
- Consumer Advocate and Leader
The Customer Group, working as Advisor and Architect with Humana, took the appropriate steps to create clarity and provide direction in terms of goals, plans and establishing a baseline understanding of today’s business. Ultimately, detailed consumer focused solutions and programs were designed across the organization to deliver the desired consumer experience and, in turn, deliver the mandated results.
Working with The Customer Group to develop an integrated experience to building relationships with its consumers, Humana is now poised to further grow and develop its brand and has set the bar as a consumer advocate and leader in the healthcare industry.