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No Fear – Embracing
Change in the New
Customer-Centric Era
Justin Skerbetz, Highmark Health Services
Tom Reid, Hacker Group
Highmark Senior
Markets
• Medicare marketing
• Focused on the O65
market – seniors
• Competitive market –
many plan options
• Many stakeholders –
product, legal, Govt.
• Mistakes are costly – no
time to recover
Customer Focused
Improvements
Acquisition Strategy:
• Anticipate audience needs
– Medicare plan decisions can
feel complex
– Fearful of a wrong decision
• Control the sales funnel
– Take on a larger part of the
sales process
– Allow sales resources to
focus on closing
Highmark Senior Markets Performance
• Marketing AND Sales story of customer focus
• Media allocation based on performance
• Maintaining sales attention on customers nearest to
their buying decision
Customer Focused Marketing Improvements
Campaign Strategy - anticipating needs
• Uncertainty and confusion –
– Engage with educational offers; early, mid and late stage
– Being there when needed; online, on phone, retail stores,
seminars, 1-on-1
– Approach across all senses – printed content, videos,
presentations, TV
• Start early; complex decisions can take time
– First Eligible program engages at 64.5 years
– Worksite seminars for retiree programs
• Member outreach
– Keep customers informed and assured
Customer Focused Sales Improvements
Sales Strategy – maintaining sales focus
• Sales dashboard
– Ensure follow-up on most interested prospects
• Branded sales channel with personalized automation
– Medicare Advisors – same message and next best action
– Fulfillment kits with individual plan recommendations
– “Hand written” letters and email to seminar attendance
• Making it easy to buy via preferred sales channel
– Mail-in, online, phone assisted, seminars, 1-on-1, in-home,
retail store
• Flexible lead routing to promote follow-up & hot hand
• Engagement & Retention communications
Marketing Data for Sales Enablement
• Rapid integration of response and fulfillment
– Response capture across all touch points
– Nightly de-duplication and data hygiene
– Daily fulfillment and integration with SalesForce.com
• Daily and weekly metrics
– “Cost-per” metrics for each vehicle and execution
– Media mix optimization
• Targeted Lists
– Predictive models for response and conversion
– Communication history, demographic appends
– Follow-up email and telemarketing lists
Highmark Response Capture Data Flow
Embracing Change –
Highmark Takeaways
• Start small, but design
for scale
• Measure everything
that moves
• Alignment with senior Sales
and IT is vital
• Smaller teams for bigger,
faster decisions
Embracing Change – Futures
• Enrich online shopping experience
– Emulate consultative sale
– More educational and shopping resources
• Further investment in digital engagement
• Enrich telesales shopping experience
– Integrate more data resources real time
• More use of predictive modeling for targeting, lead
scoring, and channel preference
Embracing Change in the
New Customer-Centric Era
David Banks, AT&T
Steve Rosenblum, Hacker Group
Using Enhanced Targeting to Improve
ROM in a Changing Market
Big Ideas for ROM = Return on Marketing
Marketing Costs Marketing Benefits?
The Velocity of Change
Targeting and Performance Optimization
• It’s all about the customer (still)!
AT&T U-verse
• Launched 2006
• IP-based “Advanced Television”
• TV, internet, voice
• 22-state footprint
• 5 million customers today
U-verse Acquisition Challenge
• Market Situation: 2006 - Present
• Rapidly evolving offering for consumer
• Extremely crowded space
• Fragmented assortment of providers
• Educate -> Switch
• High acquisition cost
Customer-Centric Approach
Product-Centric
Customer-Centric
YESTERDAY
Product and Sales Goals
Customers
Channels Offers
One-Way Monologue vs.
Product-Focused vs.
Campaign Orientation vs.
Customer Centric
TODAY… AND TOMORROW
Customer Insight
Customer Segments
Continuous Dialogue
Customer Relationship Focused
Value-Based Management
Differentiated Value Propositions
Product, Promotion, Pricing
Response
Preferences
Start with simplest level of organization
• Eligibility
• Time-based
• Propensity models
• Credit
information about
target behavior
Original
Big Idea #1 – Micro-segmentation
• Dig even deeper
• Time-based triggers
• Behavior-based triggers
• Channel of Preference
• Named vs. unnamed records
• Expanded view of credit
4 segments
14 Segments
Better view of
Performance
Big Idea #2 – Intelligent Household
Big Idea #3: Going Local
Precision targeting
• Highly targeted
• Measureable
• Scalable
Improving the Customer Experience
BRAND
MARKETING:
MASS
MEDIA
DIRECT
MARKETING:
1 TO 1
COMMUNICATION
Convergence of
awareness and
relevance
Improving the Customer Experience
• Make it easier
• Coordinating messages across media
• (landing pages)
• Optimize for their convenience/usage patterns
• Mobile optimized websites
• Leverage technology where it matters
• (QR codes, MMS, Augmented reality)
• Does improved customer
experience outweigh cost
of extra step?
Streamlining the Purchase Pathway
Meeting customer at their door
• Evolution of mobile e-commerce
• Better customer experience
• When and when customer wants it
Evaluating ROM of New Technology
Make it count!
• Measure everything
• Start at the beginning, work backwards
• What do you need to know?
• Constant feedback loop
• Offer variety has minimal impact on product sold
• Simplify strategy
• Adjust messaging = be more relevant to customer
Detail reveals “actionable” behavior
Percentage & Product sold
Offer code
Thank you!

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No Fear - Embracing Change in the New Customer-Centric Era

  • 1. No Fear – Embracing Change in the New Customer-Centric Era Justin Skerbetz, Highmark Health Services Tom Reid, Hacker Group
  • 2. Highmark Senior Markets • Medicare marketing • Focused on the O65 market – seniors • Competitive market – many plan options • Many stakeholders – product, legal, Govt. • Mistakes are costly – no time to recover
  • 3. Customer Focused Improvements Acquisition Strategy: • Anticipate audience needs – Medicare plan decisions can feel complex – Fearful of a wrong decision • Control the sales funnel – Take on a larger part of the sales process – Allow sales resources to focus on closing
  • 4. Highmark Senior Markets Performance • Marketing AND Sales story of customer focus • Media allocation based on performance • Maintaining sales attention on customers nearest to their buying decision
  • 5. Customer Focused Marketing Improvements Campaign Strategy - anticipating needs • Uncertainty and confusion – – Engage with educational offers; early, mid and late stage – Being there when needed; online, on phone, retail stores, seminars, 1-on-1 – Approach across all senses – printed content, videos, presentations, TV • Start early; complex decisions can take time – First Eligible program engages at 64.5 years – Worksite seminars for retiree programs • Member outreach – Keep customers informed and assured
  • 6. Customer Focused Sales Improvements Sales Strategy – maintaining sales focus • Sales dashboard – Ensure follow-up on most interested prospects • Branded sales channel with personalized automation – Medicare Advisors – same message and next best action – Fulfillment kits with individual plan recommendations – “Hand written” letters and email to seminar attendance • Making it easy to buy via preferred sales channel – Mail-in, online, phone assisted, seminars, 1-on-1, in-home, retail store • Flexible lead routing to promote follow-up & hot hand • Engagement & Retention communications
  • 7. Marketing Data for Sales Enablement • Rapid integration of response and fulfillment – Response capture across all touch points – Nightly de-duplication and data hygiene – Daily fulfillment and integration with SalesForce.com • Daily and weekly metrics – “Cost-per” metrics for each vehicle and execution – Media mix optimization • Targeted Lists – Predictive models for response and conversion – Communication history, demographic appends – Follow-up email and telemarketing lists
  • 9. Embracing Change – Highmark Takeaways • Start small, but design for scale • Measure everything that moves • Alignment with senior Sales and IT is vital • Smaller teams for bigger, faster decisions
  • 10. Embracing Change – Futures • Enrich online shopping experience – Emulate consultative sale – More educational and shopping resources • Further investment in digital engagement • Enrich telesales shopping experience – Integrate more data resources real time • More use of predictive modeling for targeting, lead scoring, and channel preference
  • 11. Embracing Change in the New Customer-Centric Era David Banks, AT&T Steve Rosenblum, Hacker Group
  • 12. Using Enhanced Targeting to Improve ROM in a Changing Market Big Ideas for ROM = Return on Marketing Marketing Costs Marketing Benefits?
  • 13. The Velocity of Change
  • 14. Targeting and Performance Optimization • It’s all about the customer (still)!
  • 15. AT&T U-verse • Launched 2006 • IP-based “Advanced Television” • TV, internet, voice • 22-state footprint • 5 million customers today
  • 16. U-verse Acquisition Challenge • Market Situation: 2006 - Present • Rapidly evolving offering for consumer • Extremely crowded space • Fragmented assortment of providers • Educate -> Switch • High acquisition cost
  • 17. Customer-Centric Approach Product-Centric Customer-Centric YESTERDAY Product and Sales Goals Customers Channels Offers One-Way Monologue vs. Product-Focused vs. Campaign Orientation vs. Customer Centric TODAY… AND TOMORROW Customer Insight Customer Segments Continuous Dialogue Customer Relationship Focused Value-Based Management Differentiated Value Propositions Product, Promotion, Pricing Response Preferences
  • 18. Start with simplest level of organization • Eligibility • Time-based • Propensity models • Credit information about target behavior Original
  • 19. Big Idea #1 – Micro-segmentation • Dig even deeper • Time-based triggers • Behavior-based triggers • Channel of Preference • Named vs. unnamed records • Expanded view of credit 4 segments 14 Segments Better view of Performance
  • 20. Big Idea #2 – Intelligent Household
  • 21. Big Idea #3: Going Local Precision targeting • Highly targeted • Measureable • Scalable
  • 22. Improving the Customer Experience BRAND MARKETING: MASS MEDIA DIRECT MARKETING: 1 TO 1 COMMUNICATION Convergence of awareness and relevance
  • 23. Improving the Customer Experience • Make it easier • Coordinating messages across media • (landing pages) • Optimize for their convenience/usage patterns • Mobile optimized websites • Leverage technology where it matters • (QR codes, MMS, Augmented reality)
  • 24. • Does improved customer experience outweigh cost of extra step? Streamlining the Purchase Pathway
  • 25. Meeting customer at their door • Evolution of mobile e-commerce • Better customer experience • When and when customer wants it
  • 26. Evaluating ROM of New Technology
  • 27. Make it count! • Measure everything • Start at the beginning, work backwards • What do you need to know? • Constant feedback loop
  • 28. • Offer variety has minimal impact on product sold • Simplify strategy • Adjust messaging = be more relevant to customer Detail reveals “actionable” behavior Percentage & Product sold Offer code