An example of the HealthScape (image) for a healthcare insurance payer. The more they move out of the transaction area and into the space people live, their lifestyles, the better the engagement. Lifestyles is where we hang out in our daily lives and it is not easy to break the barrier to get in.
Connections like this are difficult to break since loyalty is strong.
What does customer centricity look like through a transformation?
The site comparison is an example of how I took a large company focused customer site and transformed it into a customer centric site. There are 45 million members that can use this site.
- Less calls to the UHC call center since the site was more usable and customers could complete tasks in a self-service mode
- Easy to use site decreased frustration of members due to superior customer experience
- The front page supported a customer friendly, welcoming brand
- A large nav pad was introduced to satisfy 80% of all inquires making the site relevant and increased accessibility
- Customer’s basic information (benefits, codes) was on the home page after login for personalization
Power of Customer Experience
Experiences can be even more important that the product itself. I created this model on top of Clayton Christensen’s work on jobs to be done.
While product functionality is important to get the job done, it is the customer experience that creates customer loyalty and a place for engagement to grow. The transformation occurs as the company moves from a functionally good product (2) to a good product with a good experience (3). A good experience has staying power for customers.
Consumers will choose a better experience over a good product with a poor experience. Experience is the “new packaging” in brand marketing. The key is how does your product affect the customer. The perspective shift is all about the customer and not about your product.
You also position to sell the experience since the decision models show people purchase from the emotional mind over the analytic mind. This applies strongly to consumer purchasing as opposed to B2B sales.
Call me or schedule a meeting under the menu Schedule Meeting tab and I can guide you through each step toward a connected business that is flexible to meet present and future challenges.