Morley and Blue Cross Blue Shield of Michigan co-presented using this deck at the 2014 SOCAP Annual Conference. The topic of customer experience and its definition is being discussed in every company that does repeat business with customers in the marketplace. Customer expectations are evolving and becoming more demanding as customers use a growing number of options to interact with companies along their journey. Customers expect high levels of engagement, ease of access to information and personalized touch points along the way. As technology continues to evolve, it will be more important to fully understand the changing nature of customer expectations and look for ways to walk along with customers on their journeys rather than convince them to take the proposed journey from the company’s perspective. Major themes addressed in this presentation include: 1. Improving or refining the customer experience by seeing the world through the eyes of the customer 2. How innovation impacts the customer experience 3. How changing customer experience expectations are influencing the way brands deliver customer care There are a number of ways to achieve this objective. This session will share insight in the following three areas: 1. A review of present corporate models 2. A review of present customer expectations 3. Defining the future – partnering with customers on their journeys

1. Understanding the Customer Compass The Value of Unfiltered Feedback
Cass Ferris
Director, Interactive
Morley Companies, Inc.
Orin M. Lewis
Director – Auto, URMBT Service Center
& Web Help Desk Support
Blue Cross Blue Shield of Michigan

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A Starting Point
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Customer perceptions caused by one-off and cumulative effect of interactions with a supplier’s employees, channels, systems or products
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Gartner Customer 360 Summit
Customer Journey is defined by Customer Experience

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Significant Trail Markers
What Matters?
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Perception and feelings
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Cumulative effect of interactions
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All touch points

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Charting the Course
Customer Compass
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It’s a matter of perspective
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The customer holds the compass
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The customer knows exactly where he wants to go
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The opportunity is in walking/ traveling with the customer
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A guide rather than a driver
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A guide that knows and engages the client
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Provide option of personalized off-road experiences

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Are We Aligned?
Copyright Alan Stanton, Tottenham Green, 14 April 2012 (https://www.flickr.com/photos/alanstanton/7094286453/in/photostream/)
Design
User Experience

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What Does the Customer Say?
Accenture, November 2013
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66% of customers switched brands or business due to poor customer service last year
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Some 82% of customers who switched said the brand could have done something to stop them

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More Customer Comments
CCMC 2013 Rage Study
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Complainant satisfaction is no higher now than in 1976
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56% of complainants felt that they got NOTHING for their efforts
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Doing the RIGHT things the WRONG way

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Strategic Perspectives
Forrester Research – Predictions 2014: Customer Experience
…companies just starting to repair broken experiences will find themselves in a struggle that’s hard, slow and increasingly costly.
They’ll focus on getting key infrastructure in place to assess what’s broken, manage a portfolio of fixes and measure the results needed to build enterprise-wide support for CX.

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Strategic Perspectives
…The customer experience elite won’t miss out on the fact that competitors are trying to close the experience gap and disrupt their competitive advantage.
They’ll build on their past success with well-funded efforts that leverage their skills in strategy, customer understanding and design.
Forrester Research – Predictions 2014: Customer Experience

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Finding the Voice of the Customer
Traditional Methods
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Voice of the Customer Analytics
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CRM Application Data
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Customer Satisfaction Surveys
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Survey data – same questions, different team and no integration

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Finding the Voice of the Customer
“Unfiltered” Feedback
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Focus groups – provide honest and “unfiltered” opinion
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Social media – a new approach

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Remember the Research
If we’ve applied significant resources to serve customers, why aren’t more customers satisfied with our efforts?
66% of customers switched brands last year 82% said the brand could have done something to stop them 56% got nothing for their efforts…

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Changing Customer Perspectives
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Customers are increasingly sophisticated
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Digital revolution
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Online communities
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The digital ecosystem
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The customer experience “elite” are visible and set a new standard
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Amazon
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Zappos

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Customer Guide Requirements
Defining Customer Experience through the customer’s eye
Customer Satisfaction vs. Customer Engagement
Creating an environment of reciprocity
Personalizing the interaction
Multi-channel approaches

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Pursuing Alignment – A Model Revisited

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Pursuing Alignment – A Model Revisited
The Digital General Store
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Store proprietors had strong relationships with customers
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Welcomed direct, unfiltered feedback
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Customers interacted to create a sense of community
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Relationships lasted

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Roles Are Changing
The Digital General Store
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The customer stocks the shelves with companies that provide an enjoyable experience
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Customers will engage with companies that engage with them

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Collecting Unfiltered Feedback
Four broad categories – KISS acronym
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What should we Keep doing?
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What should we Improve?
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What should we Start doing that will make it easier to do business with us?
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What should we Stop doing that doesn’t add value from your perspective?
What is it like to do business with us?
Re-engage relationships via unfiltered feedback by asking the right questions

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A 360 Degree Perspective
Questions must be asked of all process stakeholders
Engage the entire base – the value of “satisfied” customers
Result will be re-engaged relationships and customer understanding

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Fast Facts
Nonprofit mutual insurance company founded in 1939
Design, sell and manage health benefit plans for individuals, families and Michigan-based employers
Largest health insurer in Michigan, serving 4.4 million people here and 1.3 million more in other states
Largest network of doctors and hospitals in Michigan: 155 hospitals, and more than 30,000 doctors
Employ over 7,500 employees
Nearly 92 cents from every dollar we collect in premiums goes to pay for health care services

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Focus Groups
Multi-Channel Customer Experience Analytics
Research Firms that benchmark & track voice of the customer
Interactive Voice Response Surveys
Speech Analytics – Audio Mining
Facebook
Twitter
Blogs
LinkedIn
Opinion
Labs
Channels for Unfiltered Customer Voice

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Create customer personas
Unified member portal and new retail and public site
Roadmap to Customer Satisfaction
Build foundational knowledge leveraging customer experience
Clear and simple interactions
Customer relationship management system

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Personas
New Web Architecture
Clear & Simple Messaging
Educate, Equip & Empower Employees
CRM
Roadmap to Customer Satisfaction

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The Challenge: Improve service provided by frontline Service Center Agents (i.e., First Call Resolution, Call Escalations, Caller Satisfaction with Service Center Agents, etc.) The Solution: On September 29, 2013, a multidisciplinary team created a Health of Operations Blitz to quickly make sustainable changes throughout the department. The team focused on improving a number of areas, including:
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Training
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Agent Engagement
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Frontline Coaching
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Master Coaching
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Leadership Engagement and Development
Auto/URMBT Service Center Best Practice Case Study
Results
Calls Resolved: Increased from 77% in October 2013 to 82% in December 2013
World-Class Calls: Increased from 68% in October 2013 to 76% in December 2013
World-Class Calls Daily Average: Increased from 16.6% in October 2013 to 35.5% in December 2013
Action Alerts: Decreased from 21 in October 2013 to 2 in December 2013

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Evolve corporately as demographics change and customer wants and needs shift (i.e., elements of a changing workforce associated with generational differences)
Ensure internal infrastructures (i.e., operational practices/protocols, systems, data warehouse repositories, etc.) are created that support consumer-centric organizations
Create performance objectives/goals that promote corporate and organizational ownership of the “full” customer experience
Become transformational and nimble to address changing customer landscapes (i.e., demographic-driven needs/wants, evolving communication channels, etc.)
Journey to create a Consumer-Centric Organization
It is critical to build strategies from an outside-in lens. Our existence rests on our ability to re-create ourselves to be goods and service entities that are sought after based on value propositions built on our customers’ “unfiltered voice.”

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Reaching the Destination
Cass Ferris
Director, Interactive Morley Companies, Inc.
Orin M. Lewis
Director – Auto, URMBT Service Center & Web Help Desk Support Blue Cross Blue Shield of Michigan
Follow Us on Linkedin
Find us at booth #425!

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#SOCAPAC14