Measuring Satisfaction of Your Largest Clients: How to Do It Right

Transcription

1 Measuring Satisfaction of Your Largest Clients: How to Do It Right MetLife Institutional Marketing Research October, 2008 UFS

2 Agenda Doing it Right: Building Successful Relationships Creating A Program That Supports Successful Relationships Survey Process Research in Action 2

3 Building Successful Relationships Data Supplier Research Supplier Corporate Researcher Business 3

4 Our End Client: MetLife National Accounts The National Accounts Mission To make a difference as the industry leader for employee benefit solutions in the National Accounts market. Companies with 25,000+ employees 90 of 100 Fortune 500 Companies Average customer relationship: 22 years 4

5 The Evolution of the National Accounts Study Launch: In-House In-Person Telephone Outsourced Telephone Online Option 95% Online Custom Surveys 5

6 Guiding Principles Meeting Individual Needs Customization Ease of use - inside and out Flexibility High-Quality Touches Continuous Learning Business Rules Lessons Learned Actionable 6

7 Supporting Successful Relationships: Survey Process 7

8 Description of Current Process: Pre-Launch Activities Entire Program Lasts 9 Months Start-Up in September Pre-Launch Phase Lasts 3 Months SIMS and Survey Programming / Testing Other Launch Preparation Review / Changes to CUVP , Initial Invite, Reminder s Outline Any Changes Required For Survey Phase Discuss Any Changes Required For Reporting Phase 8

9 Description of Current Process: Launch and Survey Launch Historically Occurs in December First, an from the CUVP Announces Study Then, a Personalized Invitation is Sent MetLife Account Team Members Mentioned By Name Other Client Contacts At Company Mentioned By Name Sizeable Number of Completes Initially About One-third Occur In First 2 to 3 Weeks This Period Includes December Holiday Season Proactive Calling / Reminders Significant Business Rules Control This Part of Process Sophisticated Contact Management System Supports Process 9

10 Description of Current Process: Launch and Survey Handling Special Requests Phone Interviews Paper-based Interviews Paper / Electronic Copies of Partial Responses Posting of Individual Survey Results On Internal System Gives Survey Feedback To Account Team Members Hot Alerts Sent For Any Dissatisfied Ratings These alerts contain any open-ended comments given by the client so as to be most helpful to relevant Account Team members. Survey Closes Always Have Several Completes After Survey is Closed 10

11 Description of Current Process: Importance of Business Rules / Lessons Learned Business Rules Codify How Principles Drive Implementation They Provide A Road Map They Encourage Accountability Business Rules Represent A Living Document Each Year They Are Updated Currently, 48 Pages Long Lessons Learned Document Drives Continuous Learning Each Year Provides New Opportunities To Learn Each Lesson is Recorded Many of These Lessons Fuel Future Improvements Underlines Importance of Collaboration and How It Leads To Success 11

12 SIMS Sample Input/Management System 12

13 SIMS Sample Input/Management System 13

14 SIMS Modifying Client Information 14

15 SIMS Specifying Products To Rate 15

16 Survey High Level of Customization 16

17 Survey Consolidation Support 17

18 Survey Quantitative & Qualitative Focus 18

19 CLR - Contact Logging & Reporting 19

20 CLR - Extensive Reporting 20

21 CLR - Real-time Disposition Reporting 21

22 The vast majority of clients are satisfied with the survey process Satisfaction with 2007 Survey Process Very Satisfied 95% Dissatisfied 5% 22

23 Supporting Successful Relationships: Research in Action 23

24 The Voice of the Customer MetLife s VOC Process 1 Gather customer feedback through multiple touchpoints 3 Translate information into knowledge for MetLife Evaluate needs & requirements Insights Customer Feedback Improvements Measure MetLife Progress Innovation 2 Define customer needs & measure MetLife s performance against competition 24

25 Company ABC Company XYZ Company PDQ 25

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28 Marketing/Sales Why MetLife for Dental? The results of our efforts Brochures Finalist Presentations More than 100,000 participating dentist locations 1 with a low 1.34% turnover rate 2 Only commercial dental insurer who develops educational offerings currently recognized by the American Dental Association 3 More than 32 million claims processed in % in 5 business days, 99% in 10 with 99.86% payment accuracy 2 Network discounts and claim review processes that saved customers over $983 million in MetLife is recommended by 90% of the people who use its dental benefits program 4 Slip Sheets Advertising (1) MetLife data as of December; (2) MetLife data as of year-end 2006; (3) As of December 2005; (4) 2006 MetLife Plan Participant Satisfaction Survey, results based on participants who visited a MetLife PDP dentists and reported that they are very likely (43%) or somewhat likely (47%) to recommend their MetLife dental program to a friend Tools 28

29 Account Team Report Cards Explanation of Scorecard content Every AE, CSD and CSC that was included in the National Accounts satisfaction survey has a personal scorecard. This scorecard contains the following information: 2004 and 2005 average MetLife satisfaction for their associated job title (% Very Satisfied) 2004 and 2005 satisfaction with their performance (% Very Satisfied and % Dissatisfied) 2004 and 2005 base sizes (Base = The number of ratings they received) For AE s and CSD s, satisfaction differences of +/- 10 percentage points from that year s average are highlighted (Green for +10% or more, Red for -10% or more) CSC differences are not highlighted due to large variations in scores relative to the small base sizes Each of the above metrics is reported for the attributes that the clients rated them on. These include: John Doe (AE) AE CSD CSC Weighted Average* Overall Sat. w/metlife Relationship Overall Sat. w/metlife Team Overall Performance of AE/CSD/CSC Listens, understands bus. needs Responds in a timely manner John Doe - AE - Irvine Detailed knowledge of client Professional/courteous communication Knowledge of client's industry Shows responsibility/accountability Proactively offers viable solutions Offers/delivers viable solutions Proactive/notifies client of problems Follows up on problems Communicates clearly/effectively Knowledgeable about suppporting systems/processes Right freq. of contact to meet needs Clear/direct communication w/other MetLife areas Provides timely reports Question % Very Satisfied % Very Satisfied Provides current HR/benefits information MetLife % Net MetLife % Net Individual Base Individual Base *Weighted average: A computed score that utilizes the key drivers of satisfaction for each job title along with the individual s performance on AE Avg Dissat. AE Avg Dissat. 3 those key drivers Weighted Average Overall Sat. w/metlife Relationship Overall Sat. w/metlife Team Overall Performance of AE Listens, understands bus. needs Detailed knowledge of client Knowledge of client's industry Proactively offers viable solutions Follows up on problems Responds in a timely manner Right freq. of contact to meet needs Provides current HR/benefits information

30 Doing It Right: Win-Win-Win-Win Data Supplier Research Supplier Corporate Researcher Business 30

31 Q&A 31