CONSUMER ENGAGEMENT - Resnick Unplugged · experience and maximize profitability Customer Engagement Agency KEYS Business strategy capabilities ... a seamless multichannel selling

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


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


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


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


Marketing must evolve to align with the consumer’s fragmented path to purchase

REAL PEOPLE ARE LIVING MOBILE + SOCIAL

+ LOCATIONAL + PERSONAL

Direct

Mail

Social

Online

Email

Multicultural

Radio

TV

Smartphone

Tablet

Print

Grassroots

Drive to Action:

Lead Generation

Moments of

maximum influence


“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


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


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.


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



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.


Customer

Engagement

Enterprise

‘’’’’’

‘’’’’’

Measured

Customer

Value

Consumer

Insights

Continuous

Lifecycle

UX

Cross-Functional

Adoption

C-Suite

Driven

Relevant

Content

Relevant

Channel


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

[email protected]

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

http://www.kbmghealth.com/

Documents

CONSUMER ENGAGEMENT - Resnick Unplugged · experience and maximize profitability Customer Engagement Agency KEYS Business strategy capabilities ... a seamless multichannel selling