CASE STUDY
Customer Listening Program Transforms Business Impact
A top 5 national health insurer went through a series of mergers spanning across the U.S. Due to the mergers, they found themselves with several disparate programs in place to measure member satisfaction, but nothing centralized or foundational to help them move into a new era for their company and members. They were facing the daunting task of making sense of volumes of member satisfaction data and insights that didn’t clearly fit together.
This was a major issue, especially because the insurer had an aspirational, company-wide strategic initiative and vision to transform the health insurance industry. They had lofty goals for significantly increasing member satisfaction and enrollment, returns to stakeholders, and opportunities for associates. However, they lacked an enterprise-wide program to measure progress on these aims across a complex network of satisfaction studies and metrics.
health insurance
The Solution
What the insurer needed was a program focused on business impact that would become their CX source of truth. We took a systematic approach to developing a centralized CX listening program and enterprise-wide progress tracking system for members and other key constituent groups within the industry.
- First, we engaged with business partners and internal stakeholder teams. We needed to find out what was most important for each to understand about their members to drive overall success. This helped us develop KPIs, identify their key drivers, and put a structured goal setting process in place to measure progress on key initiatives.
- Then, we designed an adaptive listening framework. The framework was intentionally built to help the insurer gain a better understanding of their member perceptions and voice by evaluating experiences across the customer journey including north star metrics like overall satisfaction and likelihood to recommend. Additionally, we built in performance benchmarking against the insurer’s key competitors to build a more complete viewpoint.
- Next, we designed the program to grow. The program needed to enable the insurer’s ability to deep-dive into key member experiences that drive satisfaction, as well as adapt to changing business needs via modular content at any given point in time, and well into the future.
- Most importantly, we provided easy access to results. We provided the insurer with multiple deliverables and dashboards focusing on engaging various stakeholders, encouraging collaboration, and strengthening relationships across the organization.
This included synthesizing and integrating many sources of member information, other proprietary and syndicated study insights, as well as behavioral data.
The holistic examination of data and resulting synthesis ensured business questions were being clearly answered in our reporting, rather than just providing a read-out of everything from one study.
The Wins
The program was exactly what the insurer needed – and it’s still going strong today. Their entire enterprise relies on the ongoing CX listening program as the source of truth for understanding and tracking what’s most important to their members so they can make focused improvements.
The program has also had a wider corporate impact internally:
- It generates insights that help the insurer bring corporate and brand strategy to life.
- It enables cross-functional collaboration on product and service enhancements aligned with member needs.
- It has led to more intentional, impact-focused business planning.
We continue to support these ongoing efforts by delivering compelling, story-driven reporting and helping to socialize research findings that inspire engagement at all levels of their organization.
Additionally, we help the insurer keep momentum strong by engaging in cross-functional and cross-business stakeholder workshops and roundtables.
The benefits gained by the program go beyond improving the bottom line, however. Internal stakeholder relationships are stronger because of the program and continue to thrive, ensuring quicker adaptation to changing circumstances, increased resilience, and sustainable growth.
this could be your win
And we can help you get it. We’re here to make the complex simple and reveal the unknown around your customers, brand, employees, and market.
