In this first installment of our five-part series, The ROI of CX, Zipari CEO, Dr. Tabatha Erck presents five steps to ensure your firm derives maximum value from your CX efforts. Don’t miss the next installment: subscribe now or follow us on LinkedIn.
Across the industry, the word has spread: insurers that offer a consistently best-in-class customer experience (CX) grow faster and are more profitable.1 But why?
Businesses with bad customer service frequently pay a price and insurance is just like any other customer-facing business. Social media magnifies poor service. One mishandled claim or smartphone mistake can soon become a brand-damaging issue. This is one reason all insurers should prioritize great customer experience (CX).
Best-in-class customer experience (CX) goes beyond decreasing member complaints and customer service errors. Internet, aggregators, and social media make shoppers more aware of coverage, prices, and services. A best-in-class CX program helps healthcare payers stand out in competitive markets.
Today, top healthcare payers across the U.S. are adapting their business models to improve member satisfaction. Healthcare payer CIOs and CX leaders must transition from claims adjudication to helping members stay healthy, get better when ill, and accomplish their own health objectives to succeed. Do this properly and your members will perceive your organization as a valued advocate in the congested healthcare marketplace.
Start With Solid Goals
As a healthcare payer, it’s critical that you establish and clearly communicate the goal-based engagement plan for your CX efforts.
According to Zipari CEO Dr. Tabatha Erck, “it would be shocking if most payers don’t have at least one of the following three goals inside their strategy:”
In fact, as Gartner found in their survey, 2023 CIO and Technology Executive Survey, these three strategic imperatives are common to every health plan.
By establishing a goal-based engagement plan for your CX efforts, you’ll ensure that the outcomes you deliver for your organization are best for your members and your bottom line.
Make Metrics Matter
For example, when you think about your firm’s desire to cut call center costs while improving value-based care for policyholders with chronic conditions, such as improving the health outcomes of your members with diabetes, which department is championing that goal? Will it be your clinical team or your quality team?
Oftentimes, the goals you identify in your CX program’s engagement plan are to get members to use the tools you already have.
