CONSUMER ENGAGEMENT Making sure your customer is at the center of everything you do © 2013 KBM Group PROPRIETARY & CONFIDENTIAL
CONSUMER ENGAGEMENT
Making sure your customer is at the center of everything you do
© 2013 KBM Group PROPRIETARY & CONFIDENTIAL
To be successful in today’s landscape you have to live at the intersection of these two trends
+
The consumer
must come first
You need data to understand & engage them
Customer
Engagement
Enterprise
‘’’’’’
‘’’’’’
Measured
Customer
Value
Consumer
Insights
Continuous
Lifecycle
UX
Cross-Functional
Adoption
C-Suite
Driven
Relevant
Content
Relevant
Channel Customer is at
center of
everything you do
© 2013 KBM Group PROPRIETARY & CONFIDENTIAL
Uncovering Need for a CEA….
Customer Engagement Agency
Clients needed: • Data capture beyond traditional sources
– Integration and interpretation
– Governance and privacy
– Data as intelligence
But most important: • Applying customer intelligence throughout the business
• At every interaction point
• Across advertising channels
• For superior customer experience design
• Beyond marketing…product development, creative, operations
• Deploy integrated expert teams
• Leverage business technologies as a means to an end
• Move clients to customer-centric business processes
• Apply cross-category/functional business capabilities
• Enable multi-channel customer engagement
• Measure performance around customer lifetime value
• Align compensation toward a “rev-share” approach
As change agents, help clients define
and map a customer-centric business
enterprise to optimize member
experience and maximize profitability
Customer
Engagement
Agency
KEYS
Business strategy capabilities
Orchestration of customer engagement
Technology integration
Customer data strategies
Metrics & measurement
Analytics & segmentation
Cross-channel enablement & execution
Customer journey mapping
Onboarding & change management
At-risk pricing
Direct Response
Agency
Digital Agency
Data-Driven
Marketing Services Provider
Knowledge-based consumer insights
Creative to drive consumer action
Multi-channel outreach & sales
Campaign management &
tracking
Integrated Approach to Consumer Marketing
Customer Engagement Agency
WHOLE
CONSUMER
ENGAGEMENT
MARKETING
ACTIONABLE
INSIGHT
Customers In Transition
B2B to B2C
CUSTOMER
EXPERIENCE
(millions)
Employer 155
Individual 14
Medicaid 48
Medicare 49
Uninsured 49
Exchanges [2016] 25-40
Penalty Payers 6
(millions)
Obesity 100
Smoking 45
Diabetes 26
Statins 20
Alzheimer's 5
PCP Shortage 65
Pre-Ex Condition 65
INSURANCE HEALTHCARE
Customers In Transition
5%
Americans
make up
50%
healthcare
spending
Who they are,
life stage, lifestyle,
how they use
benefits & healthcare
INFORMING
Buying needs &
product offers
What they care
about, what they
like to do, where
they do it
INFORMING
Service &
Experience
Who they hang
out with, how
they feel about
healthcare
INFORMING
How you influence
them & how they
influence others
Buyer Advocate
Participant
The Whole Consumer Continuum of connected insight throughout the customer lifecycle
© 2013 KBM Group PROPRIETARY & CONFIDENTIAL
CUSTOMER
CONNECTIONS
Who are they?
Where are they?
What’s important to them?
How will they discover you?
How do you get their attention?
What motivates them to buy?
Why do they remain loyal?
Who do they share with?
What are they saying about you?
Where are they saying it?
Know your
customers
better than your
competitors
Turn data into knowledge into action
© 2013 KBM Group PROPRIETARY & CONFIDENTIAL
Data Driven Customer Lifecycle
ACQUISITION
RETENTION
AW
AR
EN
ES
S A
CT
IVA
TIO
N
INTELLIGENCE
RESPONSE MEDIA
RENEWALS WIN-BACKS LOYALTY
ON-BOARDING
MEDICAL
MANAGEMENT
MEMBER
COMMUNICATIONS
LEAD GENERATION FULFILLMENT
BRAND
SOCIAL
FROM:
BRAND-CENTRICITY
EFFICACY
PRODUCTS
MESSAGING
INSTINCT
TARGETS
TREATING SICKNESS
TO:
CONSUMER-CENTRICITY
ADDED VALUE
SERVICES
CONVERSATION
DATA
PEOPLE
ACHIEVING WELLNESS
RELEVANCE
© 2013 KBM Group PROPRIETARY & CONFIDENTIAL
Marketing must evolve to align with the consumer’s fragmented path to purchase
REAL PEOPLE ARE LIVING MOBILE + SOCIAL
+ LOCATIONAL + PERSONAL
Direct
Social
Online
Multicultural
Radio
TV
Smartphone
Tablet
Grassroots
Drive to Action:
Lead Generation
Moments of
maximum influence
© 2013 KBM Group PROPRIETARY & CONFIDENTIAL
“No Wrong Door” consumer enablement through
a seamless multichannel selling experience
Drive to Action: Integrated Distribution
FIELD SALES
• Agent-Broker
• FMOs
• In-house
TELESALES
• Lead Nurturing
• Appointments
• Licensed Agents
ONLINE
• Exchange
• Private Portal
• Aggregators
MOBILE
• Apps
• Texting
• Service/Sales
RETAIL
• Branded
• Partners
• Service/Sales
© 2013 KBM Group PROPRIETARY & CONFIDENTIAL
ALIGNED
OBJECTIVES
ACQUIRE WITH THE INTENT TO KEEP
RETAIN WITH THE INTENT TO LOYALIZE
CUSTOMER
JOURNEY
Customer
Experience
Index 2012
The purpose of business is to
make and keep a customer.
Care Management
Provider Relations
Claims & Appeals
Accounting
Member Communications
Sales
Customer Service
Outsource vendors
Incomplete, redundant or inconsistent messaging
Little relevance or personalization
Siloed by functional area
Lacking results measurement
Current state of member communications
Acquiring new customers is 5x cost of keeping existing ones
© 2013 KBM Group PROPRIETARY & CONFIDENTIAL
Touchpoint and Journey Mapping
Make customer
experience a
strategic priority
1 Map today’s
customer
touchpoints
2 Map ideal
customer
journey
3
Document and make
actionable what needs
to change & when
4 Prioritize
“quick hit”
improvement
opportunities
5 Address
organizational
& infrastructure
challenges
6
User experience (UX) encompasses all aspects of a customer's
interaction with your company’s services, products…and people.
© 2013 KBM Group PROPRIETARY & CONFIDENTIAL
Renewal &
Retention
Member Enrollment & On-boarding
Customer Service Medical Management
Marketing
Measurable Communications
Data-driven Targeting
Lifecycle Engagement
OPTIMIZE EVERY TOUCHPOINT
Lifecycle communication
Chief Customer Officer
Drive organizational customer-centricity
UX needs to be treated as
a business discipline.
Start with a product see who will buy it
Start with a person understand how they engage
TRANSITION
Consumer insights
determine today’s
customer journey
Used to be:
Now it is:
Brand is more than just a logo or slogan…
• It’s your organization’s promise, your unique point of distinction
• Its attributes generate preference, shift demand and build loyalty
• It’s your passport to breakout of a competitive sea of sameness
Direct response is more than just a URL or 800 #…
• It begins the one-on-one relationship with prospective customers
• It encourages immediate interaction and measurable responses
• It’s your ability to change behavior, provoke action and be personal
Integrated consumer influence
BRAND
DIRECT
© 2013 KBM Group PROPRIETARY & CONFIDENTIAL
© 2013 KBM Group PROPRIETARY & CONFIDENTIAL
SO
CIA
L I
NF
LU
EN
CE
BRAND ADVOCACY
Invest Manage
Activate Nurture
Added value of
a customer
in the new
social economy
Future cash flows
attributed to a
customer relationship
LTV
SLTV
Customer “Social LifeTime Value”
Buyer Patient
Participant
Brand awareness
Product knowledge
Motivate for action
Points of entry
Sales cycle acquisition
Establish relationship
Become trusted source
Loyalty-based UX
Nurture & retain
After-sale sale Better outcomes
Better compliance
Appropriate utilization
Integrated care model
Bend the curve (MLR)
Healthcare’s consumer journey Patients actively involved
in their healthcare have
better outcomes and
lower medical costs.
© 2013 KBM Group PROPRIETARY & CONFIDENTIAL
Customer
Engagement
Enterprise
‘’’’’’
‘’’’’’
Measured
Customer
Value
Consumer
Insights
Continuous
Lifecycle
UX
Cross-Functional
Adoption
C-Suite
Driven
Relevant
Content
Relevant
Channel
© 2013 KBM Group PROPRIETARY & CONFIDENTIAL
Chief Customer Officer
Drive organizational customer-centricity
You don't have to have it all
figured out to move forward.
THANK YOU Lindsay R. Resnick Chief Marketing Officer
773.372.4961
KBMGhealth.com
www.lindsayresnick.com
@ResnickLR
Data-Driven
Engagement Marketing
A customer engagement direct marketing agency combining proprietary data
with sophisticated analytics to drive direct-to-consumer marketing campaigns.
• Consumer Data & Database Management
• Segmentation & Predictive Analytics
• Direct Response & Brand Positioning
• Sales Optimization & Customer Engagement
• Digital Marketing & Social Media
• Campaign Management & Marketing Informatics
Motivate consumers to respond at rates significantly lowering cost of acquisition
Improve retention and loyalty through personally relevant user experiences
Leverage marketing to drive healthier outcomes while reducing cost of care
WHO WE ARE
WHAT WE DO
HOW WE DO IT
Combining the
art of marketing
with the science
of big data
KBMGhealth.com