Customer Centricity,
Experience, and Engagement
A customer centric model ensures customer acquisition, retention and growth.
Healthcare example of a shift
An example of the HealthScape (image) for a healthcare insurance payer. The more payers move out of the transaction area and into the space people live, and interact with their lifestyles, the better the engagement.
Lifestyles is where people hang out in their daily lives and it is not easy to break that barrier to get in. If you want to engage people, go to the place where it matters to people.
Once made, connections like this are difficult to break since loyalty is strong and dependencies are created.
Real customer centricity project: what transformation looks like
The site comparison is an example of how a large company transformed its consumer site into a customer-centric, self-service site. The site serviced 45 million members and who found it difficult to find things and navigate. Members called the call center for help in an agitated, frustrated mood. Bad experience and costly.
The redesign effort spent time to think in the “customer’s shoes.” I learned that there were 4 main reasons members used the site 80% of the time. Out of that thinking, came the large ‘nav pad’ for the home page.
Customer Value
- A large nav pad was used to perform 4 key tasks (look up benefits, locate a provider, file a claim, order meds), which was 80% of all online inquires. This made the site relevant and increased usability.
- Less calls to the UnitedHealthcare call center since the site was more usable and customers could complete tasks in a self-service mode.
- The “easy to use” site decreased user frustration – a better customer experience.
- The front page supported a new customer friendly, welcoming brand.
- Customer’s basic information (benefits, codes) was on the home page after login for personalization and quick access.
Knowing your customer’s mind through an Engagement Journey
Every consumer goes through a 5 step decision-making journey either when making a purchase decision or a making a decision about their health.
If you want to engage your customers in making the right decision and follow through with that decision, you need to understand their decision journey.
Another concept supporting decision-making is the decision stream in our mind and how decisions get triggered through a constrained pipe of information. What to learn how it works? Contact Studio IQ … it matters.
Customer Value Matrix
Contact Studio IQ to show you how your business is placed on the graph, and how to shift it to a better position. We can do a 7 point assessment on where you are and where you want to be on the graph.
It is a very useful exercise along with the Company Quotient Assessment.
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.
Real situation
Engaging the customer and having the customer adopt and embrace your product requires relationship maturity and satisfying experiences. New programs were added to focus on customer centricity to place the company in the shaded zone.
In reality, you sell the experience along with the product functionality since the decision models show many people purchase from the emotional side of the mind over the analytic side of the mind. What else can influence making decisions? You may be surprised.
Do you want to catch up to a changing world? Studio IQ can guide you through each step toward a connected, flexible business that engages your customers with compelling experiences.