Tag: Customer Experience

Are You Embracing Member Experience in Private Healthcare?

Customer Experience (or in the case of Private Healthcare, Member Experience) has become the hallmark of the successful modern organisation. Netflix, Amazon and Uber are 3 of the most well-known, most successful convenience-embracing businesses of the 21st century. As consumers become more empowered through the ‘always connected’ philosophy, we see this demand for convenience, ease-of-use, and joined-up services spread across all consumer-facing industries.

So where does that leave Private Healthcare in the UK? According to LaingBuisson, PMI sales in Britain are on the climb following the post-2008 slump, with 10.6% of the population involved in a plan – 76.3% of those through their employee medical insurance. With increasing PMI membership comes increased opportunities:

  • To attract new members who switch or begin a plan
  • To retain your members by standing out from your competitors

These two key opportunities for Private Healthcare Insurers and Providers can be best approached in much the same way Netflix, Amazon and Uber have developed their market share; by revolutionising the “Customer/Member Experience” – providing an easy-to-use service that is consistent and frustration-free.

The issue with member experience is that it’s a broad field – one that reaches almost every corner of the business. Every aspect matters; from the way your website works, to the ease of renewing a plan or comparing healthcare options, to the level of personalised messaging members receive, not forgetting excellent patient care. It can be easy to pump cash into one part of the business, expecting to boost the member experience, while neglecting simple issues like well-structured FAQs or a personalised website experience.

WHERE DO WE START?

There are two primary methods which can be used to understand the issues your members face in purchasing or renewing their healthcare plans.

  1. Customer Feedback Surveys
  2. Customer Experience Journey Mapping

Customer feedback surveys are a tried-and-tested method to gain qualitative data from your existing members. They provide feedback on the positives or negatives of your member’s experiences. The primary issue with this is that they tend to only reach two particular types of member:

  • Members with glowing reviews
  • Members with harsh reviews

The key section of members your feedback surveys miss is those customers who never make it to membership. So, how do we investigate the issues this segment of your customer base experience?

Brain scan image for CXJM session Private Healthcare CXJM Customer Experience Journey Mapping

Customer Experience Journey Mapping (CXJM) is the process of mapping your member’s journeys; from their first point-of-contact with your organisation, through enquiring about and purchasing a plan, to post-sale contact. It’s a toolkit that allows you to walk in the shoes of your members, understand the pain-points in the buying cycle, and identify upselling opportunities.

At Enigen, we’ve led numerous CXJM workshops across a variety of industries, and time and time again they prove to be invaluable to those organisations who attend in understanding their customer’s journey.

Our next Customer Experience Journey Mapping workshop has been crafted specifically for the Private Healthcare sector, in partnership with Oracle. If your organisation is serious about revolutionising your Member Experience, or even just intrigued to find out more, make sure you come along to this free workshop on the 21st September in Moorgate, London, and we’ll help you understand the journeys your members are making, and how to improve them.

If you’re interested, make sure you register on our events page: https://enigen.co.uk/events/private-healthcare-cxjm-workshop/. You’ll have an opportunity to engage with peers and our expert coaches, while gaining first-hand knowledge of an emerging human centred outside-in approach to customer experience design. Take the toolkit to your organisation and be confident in your knowledge of the issues in your customer experience, and how to tackle them.

‘Mind The Gap’ – Bridging the Gap between Marketing & Customer Service Teams – An #EnigenReadinar

The following blog is part of our #EnigenReadinar series, designed as selection of condensed, text-based Webinars for you to read in your own time. In this particular blog, we revisit our Webinar in partnership with Oracle’s CX team, titled ‘Mind The Gap’.

In the Webinar, Enigen UK’s MD Alex Love joined Oracle’s Customer Experience Director Matt Bateson, and CX Development Leader Steve Benton, to hold a discussion on and answer the question of how we bridge the gap between the Marketing & Customer Service teams, and why it’s so important for your business to do so.

Mind the Gap Marketing Customer Service

WHAT’S THE ISSUE?

When it comes to driving levels of customer engagement, investment and creativity is poured into marketing. Yet customer services, who see high levels of engagement, are encouraged to reduce time spent in contact with a customer. Why is this, and how can we take advantage of the time customer services spends with customers to improve the customer experience?

In the fast-paced and rapidly changing modern world, each new technological innovation can have a knock-on effect to how customers expect to be sold to, marketed to and engaged with. In this respect, we need to take an outside-in view of the customer experience and take the customer viewpoint into account.

Different areas of a business have a great deal of information for and about their customers, but often these areas aren’t joined up; they are silos. A siloed approach goes against what we know about customers; that they want a cohesive experience that holds continuity across all channels. So, what we need is a joined-up buying cycle to ensure the same message is being delivered to the customers at every step of their journey, regardless of the channel(s) they use.

HOW DO WE ACHIEVE THIS?

We need to turn our service channels into marketing channels, and we need to break down our business silos to develop that cohesive, joined-up experience that our customers are looking for. This will ensure that customers and users of different service channels are getting a consistent service, and that people in these service channels have access to the same information as those in marketing.

The reason this is so important is because of the way customer service teams acquire the undivided attention of a customer for 5-10 minutes at a time. This is an incredible amount of time to make a positive impression on someone, especially in business-to-customer relations. Marketing teams are shifting away from the idea that impressions (the amount of times your message is seen) are everything, and are slowly embracing the attitude that attention (the amount of time spent looking at your message) is king. Yet we simultaneously have customer service teams actively trying to reduce the amount of time they spend in contact with a customer, to diminish that attention.

What this should tell you is that we need to shift the perspective of the customer service team from cost centre to revenue centre. To do this, it’s clear we need to re-imagine customer service and turn incidents into impressions.

Charles Darwin Customer Experience Business Evolution

Charles Darwin said; “It’s is not the strongest Species that survives, nor the most intelligent, but the one most responsive to change.” This could not be more true of businesses of today; whichever is the most responsive will be the most successful. So, make sure your business is the one that embraces the time customer service spends holding your customer’s attention, and ensure that you knock down the silos to create a cohesive, joined-up, cross-channel customer experience.

Oracle Service Cloud allows you to join up your CX service – the key capabilities include delivering web customer service; enabling a ‘cross-channel contact centre’ which is multi-platform, and developing a single knowledge base for your entire business to help empower customers and agents, unifying customer and business data in a single location. The power of Service Cloud lies in its ability to knock down internal silos, connecting your teams and amalgamating the data they are provided with. For bridging the gap between your marketing & customer service teams, there’s no better tool.

Want to hear about how our customer T H March ‘bridged the gap’? Take a look at their customer testimonial on YouTube: https://www.youtube.com/watch?v=7eqM-Ry0YdM