Few would argue that customers crave simplicity.But from a business perspective, does it really matter? Siegel+Gale demonstrate the role of simplicity in creating positive customer interactions that build customer loyalty and ultimately increase revenue. + Gain insights into the findings of our Global Brand Simplicity Index - a report that evaluates the simplicity of 400+ global brands, including top national healthcare insurers +Learn how your priorities stack up against the latest PinPoint report - a survey of 1,000+ health insurance customers on which brand experiences have the greatest impact + Understand how innovative companies have made simplicity pay, and consider how to get started creating simpler, high-impact brand experiences Siegel+Gale is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. We deliver comprehensive services in brand development, simplification, research and digital media. Since our founding by brand sage and simplification pioneer Alan Siegel in 1969, Siegel+Gale's mantra has been "Simple is Smart."

1. The health insurance
customer experience:
Understanding
the impact of
simplicity
February 20, 2014

2. Introductions
Maria Boos
Group Director
of Simplification
Ed Lanigan
Vice President, Business
Development, Simplification
2

3. Let’s
talk
Simplicity pays
Priorities for insurers
Achieving simplicity
3

4. 4

5. GBSI 2013
10,000+
consumers
in
7
countries
5

6. Percentage of
growth of
index/portfolio
200%
+167%
Simplicity
Portfolio
150%
Since 2009,
the Simplicity
Portfolio has 100%
beaten the
average global
stock index by
100%
+83% S&P
+72% Dow
+69% DAX
+45% FTSE
50%
0%
Siegel+Gale—
-50%
Global Brand
Simplicity Index 2013
2009
2010
2011
2012
2013 through
Aug 2nd
6

7. Simplicity increases loyalty
75%
of consumers are
more likely to
recommend a
brand because it
provides simpler
experiences
7

8. Customers will pay more
For simpler experiences, people would pay:
5.4%
up to
4.4%
4.5–4.7%
4.8–5.3%
and more
more
more
more
Banks/Retail
Shipping/Mail
General insurance
Utilities
Media
Telecom/Cable
Social media
Travel/Hotels
Telecom/Cell phone
Internet retail
Travel/Booking
Travel/Air
Travel/Train
Travel/Car rental
Appliances
Automotive
Retail/Health and beauty
Internet search
Health insurance
Retail/General
Restaurants
Retail/Grocery
Electronics
Retail/Fashion
Fitness
8

9. Customers will pay more
For simpler experiences, people would pay:
5.4%
up to
4.4%
4.5–4.7%
4.8–5.3%
and more
more
more
more
Banks/Retail
Shipping/Mail
General insurance
Utilities
Media
Telecom/Cable
Social media
Travel/Hotels
Telecom/Cell phone
Internet retail
Travel/Booking
Travel/Air
Travel/Train
Travel/Car rental
Appliances
Automotive
Retail/Health and beauty
Internet search
Health insurance
Retail/General
Restaurants
Retail/Grocery
Electronics
Retail/Fashion
Fitness
9

10. Industry rankings
Global Industry
Simplicity Score
Global Industry
Simplicity Score
14. Shipping/Mail
3. Restaurants
950
736
734
15. Retail/Health
and beauty
16. Social media
565
564
530
4. Internet retail
723
17. Automotive
529
5. Appliances
719
18. Fitness
524
6. Retail/Grocery
711
663
19. Banks/Retail
517
501
657
625
21. Telecom/Cable
23. Travel/Car rental
11. Travel/Booking
602
595
24. Health insurance
445
329
12. Travel/Air
574
23. General insurance
258
13. Telecom/
Cell phone
565
1. Internet search
2. Electronics
7. Media
8. Retail/General
9. Travel/Hotels
10. Retail/Fashion
20. Travel/Train
22. Utilities
484
473
10

11. Industry rankings
Global Industry
Simplicity Score
Global Industry
Simplicity Score
14. Shipping/Mail
3. Restaurants
950
736
734
15. Retail/Health
and beauty
16. Social media
565
564
530
4. Internet retail
723
17. Automotive
529
5. Appliances
719
18. Fitness
524
6. Retail/Grocery
711
663
19. Banks/Retail
517
501
657
625
21. Telecom/Cable
23. Travel/Car rental
11. Travel/Booking
602
595
24. Health insurance
445
329
12. Travel/Air
574
23. General insurance
258
13. Telecom/
Cell phone
565
1. Internet search
2. Electronics
7. Media
8. Retail/General
9. Travel/Hotels
10. Retail/Fashion
20. Travel/Train
22. Utilities
484
473
11

12. Health
insurance
has the most
to gain in
the US

13. Let’s
talk
Simplicity pays
Priorities for insurers
Achieving simplicity
13

14. Why simplicity matters
The brand that members know is the one they interact
with every day
Call
center
Programs
Mobile
self-service
Correspondence
Policies &
statements
Online
interfaces
Forms &
applications
14

15. But how do we
know which
customer
interactions
matter most?

16. The Health Insurance Experience
™
PinPoint
A
Consumer
Research Study

17. PinPoint Consumer Research
1,000
consumers
5
insurers
13
brand
experiences

18. Contribution to the NPS
Pre-/Open enrollment and enrollment have the
greatest impact on the NPS
24.4%
Pre-/Open enrollment
19.4%
14.5%
9.6%
7.7%
5.8%
5.6%
5.0%
3.6%
1.9%
1.6%
0.5%
0.5%
Enrollment
Claims processing
Finding a doctor on website/web portal
Explanation of benefits (EOB)
ID cards
Customer service call center
Coverage documentation
Welcome packet
Wellness and disease management services
Pre-authorization
Online claims management tool
Medical cost estimator
18

19. Let’s
talk
Simplicity pays
Priorities for insurers
Achieving simplicity
19

20. HAPIfork: helps you lose weight by
notifying you if you’re eating too fast
20

21. Nike+ FuelBand: a personal coach
tracks and inspires progress
21

22. Lifestraw: simplicity in problemsolving saves lives
22

23. But what about
those everyday
touchpoints?

24. Walgreens Balance Rewards: makes it
easy to earn and redeem rewards for
taking healthy steps
24

25. Innovative prescription packaging
increases compliance and reduces
errors
25

26. EmblemHealth: simplified member
portal clarifies plan data for preenrollment review
26

27. 27

28. Quest: simplified patient reporting
makes data actionable…
Before
After
28

29. …in any channel the patient prefers
29

30. Financial services companies are
ahead of the curve in reinforcing value
propositions…
30

31. …facilitating goal setting and tracking…
31

32. …welcoming customers onboard…
32

33. …and simplifying terms
33

34. But a proliferation of communications
and tools overwhelms the health
insurance member
34

35. The solution:
The Simplification
Blueprint

36. What, when and
how should you
communicate with
members to
drive engagement
and satisfaction?

37. The Simplification
Blueprint
Define
member
and
business
needs
Map
the
current
member
experience
Envision
the
op2mized
experience
that
will
meet
member
and
business
needs
more
effec2vely
Iden0fy
and
priori0ze
specific
work
plans
to
implement
the
op2mized
experience
Test
and
refine
prototypes
of
the
highest-­‐priority
touchpoints
and
plan
for
long-­‐term
implementa2on
37

38. Mileage Plus
38
38
38

39. The situation
Although United’s Mileage
Plus loyalty program was
intended to enhance
customer relationships
and drive customer
engagement, the reality
was a fragmented
customer experience
with uninspired and
disengaged members.
Website
Membership
application
Email
Direct mail
IVR and
call center
Airport kiosk
Airport CSR
Statement
39

40. Getting to the root of low engagement
Member research revealed three distinct segments within the
member base—yet none felt well-served by the loyalty program.
40

41. The solution
Our audit of all member touchpoints revealed an airline-centric
mentality as the root of the problem. We outlined an engagement
strategy to transform every communication or interaction into a
member-centric experience. No matter what the specific functional
purpose of any touchpoint, it’s an opportunity United should seize to
“show, encourage, help and recognize” the member.
Communications
pillars
Member need
fulfilled
41

42. Defining a new contact strategy
We began by outlining a new contact strategy that increases the
number of touchpoints and integrates messaging across them
to reinforce the member relationship across the entire life cycle.
Before
After
42

43. Delivering the right information at the
right time
Each touchpoint consistently reinforces key messaging,
but the level of detail modulates based on the primary
purpose and delivery channel of the communication.
Summary
Elite benefits
and more
Detail
Benefits by
status level
My Upgrades My Upgrades
tab
landing page
My Upgrades
detail pages
Terms and
conditions
43

44. Speaking with a unique brand voice
Voice guidelines ensure
that all member
communications reflect a
common tone and support
the brand attributes.
44

45. Removing airline jargon
More detailed writing
guidelines specify how to
replace numerous
“insider” terms with simple
program architecture that
employs descriptive
language.
45

46. Reaching members when and how
they prefer
The most frequent point of interaction is Mileageplus.com. Our
redesign is simple, appealing and built around the tasks users most
frequently want to do.
46

47. Carrying the themes and content
through email…
47

48. …and onto the mobile experience
48

49. Thank
you.
Today’s Presenters
Maria Boos – mboos@siegelgale.com
Ed Lanigan – elanigan@siegelgale.com
Related Links
Global Brand Simplicity Index
http://simplicity.siegelgale.com/
For questions or more information on Siegel+Gale and our Simplification practice please email
info@siegelgale.com