Customer Experience Solutions: Mobility & Social Media

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1 Customer Experience Solutions: Mobility & Social Media Author: Ashwin Kumar Subramanian, Manager, Healthcare BSG whitepaper dec 2011 With reforms led changes, a new healthcare system is emerging in the United States and these are times of challenges and opportunities for the payer CIOs. Time and again, there is a dramatic change in the industry that offers a chance for the CIOs to step up and play a decisive role in the organization strategy. With a seismic changes happening in the healthcare industry, there is an imperative need for organizations to improve their customer outreach capabilities and enhance the customer experience provided by them. Driven by reforms and the new ground reality of a consumer driven industry, this document presents a transformational journey on how HCL can leverage the best of technology innovation to improve customer experience in a cost effective fashion. Customer experience management, which has become more important in the reforms led consumer driven scenario, has always been a pain area for the payers. Technology has touched the lives of people in all walks of life today and innovations happen almost every second. It is extremely important that as enablers of care providers, we ensure that technology is utilized effectively so that the benefits reach the maximum people and that the best customer experience is provided. TECHNOLOGY INNOVATION NEED OF THE HOUR In this scenario, payer organizations will have to leverage the best of the technology innovations to build new capabilities in response to the changing times. Payers that will succeed in doing so will excel in the new market place attracting more consumers by offering exceptional customer experience.

2 This technology and innovation led transformation will enable the payer organizations to provide superior customer experience and reduce their reimbursement cash outflows by spreading awareness on wellness measures. This document focuses on how better customer experience management can be met by leveraging the following innovative technology mediums Mobility Social media and intelligence MOBILITY What consumers need? There has been a drastic shift in consumer behaviour with increasing number of members, doctors, brokers taking to smart phone devices. People want information to be available at a swipe of their hand held screens. Recent trends show that there have been more hits on web from the smart mobiles than from the traditional desktops and laptops. Payers can utilize the mobile channel to make information available to customers in an intuitive manner and this enhances the customer experience. Recent trends show that there have been more hits on web from the smart mobiles than from the traditional desktops and laptops. Choose from different kinds of applications Many payers have started to launch a gamut of mobile applications targeting various segments members, brokers and providers. There are number of options to get started on your mobile strategy as shown below STRATEGY PROS CONS Create a Mobile web application Create a Native application Create a Hybrid application Easy to develop Gets you on the mobile strategy quickly Device agnostic Extremely intuitive user interface Leverage the best of OS platforms Option of making the application available on payment Advertisement revenues More features like notification alerts, barcode scan, augmented reality etc. Offline features can be made available Leverage the best of both above categories Less attractive user interface Cannot leverage the specific features of different OS platforms To be developed for different OS platforms User experience still not as attractive as compl

3 MOBILITY SOLUTIONS TO ENHANCE CUSTOMER EXPERIENCE Once the mobile strategy is decided upon, a Payer can quickly develop and launch the essential applications giving its consumers access to the information they need whenever they need it. In addition, by instantaneously providing relevant health tools and information to be used by the stakeholder (member, provider etc.) while on the go ensures that the payer is not lagging behind the competitors. Some useful solutions that can be launched are Health & Wellness - Members and non-members by entering age and gender receive a list of recommended health screenings and immunizations for themselves, or their family Members. Similarly, for managing their asthma and allergy symptoms, real-time updates on weather forecasts combined with health alerts such as pollen, air quality and UV levels can be provided along with care tips. Member portal Members can view their ID card and get benefit details and plan information such as deductibles, Health Savings Account balances, and recent claims updates Plans information To view, compare and enroll for various plans Provider locator Members can search for a provider based on their plan s network, map the doctor s location and easily save the information to their contact list. Locate providers, pharmacies, urgent care centers in a given area Prescription services Services like QR code scanning for prescription refill, drug prices comparisons for local pharmacies etc. Features like location based services, augmented reality and 3D interfaces can be leveraged in presenting these applications to the consumers. SOCIAL MEDIA Shift in online interaction patterns The recent years have witnessed a major shift in the way in which people interact over the internet. The days of s are slowly giving way to interaction over social networks with increasing acceptance of Facebook and Google+. We have witnessed Facebook surpassing google.com in hits from consumers and are seeing trends which predict more people on social networks than people with s in future. Social network users surpassed users in July 2009 and more people have visited facebook.com than google.com in Dec Put the application where the user is With the increasing adoption of social media among the consumers, it is only a matter of time by when most consumer oriented businesses would embrace it. Apart from just reaching out to the consumers, there are a lot of data available that can be tracked to help the enterprises take intelligent decisions on their services and offerings. Portals help enterprises offerings reach the consumers, enable social interactions about their services offer an attractive platform for firms to know what consumers talk about them. The following are some of the useful applications that payers can launch to listen to the voice of customers. Web 2.0 and rich internet applications enabled websites E-Portals Social networking applications People tend to believe what they hear from their peers and think-alikes than generic online reviews. The success of Old Spice s campaign the man your man could smell like is just one of the many examples that show you the potential of viral marketing. In the reforms led consumer driven scenario it is extremely important for the payers to adopt these media to stay close to their consumers.

4 Viral marketing isn t a new customer syndrome, but social media has given a giant leap to it. A distinct way of leveraging this in an enterprise scenario is to offer social portal within firewall for your group customers. It is a perfect platform for like minded people of similar demographics to come together and hold discussions. It is a great way to launch various health and wellness initiatives and peer encouragement is often a great source of motivation. members interact, share healthy lifestyle, declare health goals and adhere to it, hold discussions on common health topics, receive guidance from health experts or providers will be a great way to improve the quality of life and reduce illness rate amongst your members. Customers are speaking, are you listening? Social portals, be it within a firewall in an enterprise or outside of it, offer a great platform to track the buzz and listen to your customers. Analytics that can process and make a very meaningful view of data are very powerful and offer a great feedback to improve your offerings, remove redundancies and at times rethink your corporate strategies. SUMMARY The US Healthcare industry is undergoing a sea change and CIOs who rise above these changes successfully will take to better technology adoption as the key driver to improve productivity, reduce costs, better care management and improve customer experience. With HCL Technologies, you can confidently create an ecosystem leveraging the best of technology innovations, our understanding of the dynamic consumer behavior and rapid industry changes for delivering quality care in a cost effective manner.

5 About HCL Technologies: HCL Technologies is a leading global IT services company, working with clients in the areas that impact and redefine the core of their businesses. Since its inception into the global landscape after its IPO in 1999, HCL focuses on transformational outsourcing, underlined by innovation and value creation, and offers integrated portfolio of services including software-led IT solutions, remote infrastructure management, engineering and R&D services and BPO. HCL leverages its extensive global offshore infrastructure and network of offices in 31 countries to provide holistic, multiservice delivery in key industry verticals including Financial Services, Manufacturing, Consumer Services, Public Services and Healthcare. HCL takes pride in its philosophy of Employees First, Customers Second which empowers our 95,000 transformers to create a real value for the customers. HCL Technologies, along with its subsidiaries, had consolidated revenues of US$ 6.5billion as on 31st March, 2014 (on LTM basis). HCL Life Sciences & Healthcare: HCL is one of the market leaders in life sciences & healthcare IT service providers. HCL s clientele includes nine of the top ten global pharmaceutical companies, six of the top ten health insurers, one of the largest payer conglomerates in US and top five service providers in UK. With experienced and certified technology and domain specialists, HCL offers services in the critical areas of drug discovery, clinical development, drug safety, Pharmacovigilance, regulatory compliance, manufacturing and plant automation, sales and marketing, member experience management, fraud, waste and abuse management, ICD-10 transformation and others. For more information write to us at: contact.lsh@hcl.com