Integrated Consumer Experience

Consumer-driven solutions

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 realized a business strategy re-positioning around Members (vs. Employers) was crucial to future success.

Humana turned to The Customer Group (TCG) to create an “Integrated Consumer Experience”, involving identifying and deploying well designed, customer-driven solutions to drive business results in terms of growth and profitability.

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.

Humana’s Results:

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.

Client: Humana
Industry: Healthcare
Geography: National
Components: multi-channel interaction mapping, experience characteristics, process workflows