Q&A With David Shapiro, VP Of Member Experience For Medicare And Retirement, UnitedHealth Group

There is a staggering amount of customer experience work going on in the healthcare industry these days. From providers (the docs), to pharma companies and payers (health insurers), everyone is trying to figure out what to do and how to do it.

One guy who’s figured out a lot is David Shapiro, who wowed members of Forrester’s Customer Experience Council last year with a presentation of how UnitedHealth Group uses journey maps to transform experiences. David is the vice president of member experience for Medicare and retirement at UnitedHealth, and he's one of the speakers at Forrester's Forum For Customer Experience Professionals East on June 25th and 26th in New York.

In advance of his speech, we put some questions to David about the evolution of customer experience at his organization.

David Shapiro

Q. When did your company first begin focusing on customer experience? Why?

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Announcing Speakers For Forrester’s Customer Experience Forum East, 2013 – June 25 & 26 in NYC!

I’m excited to finally be able to talk publicly about our CX Forum East in New York at the end of June. The theme this year is “Boost Your Customer Experience To The Next Level.” We picked that theme because ever since last fall when we published Outside In, our book about customer experience, people have been asking us to show them how to either get started on the path to CX maturity or accelerate their progress. This forum is all about helping people create customized roadmaps for their organizations.

Megan Burns will kick off the first day of the event with a speech about “The Path To Customer Experience Maturity.” The speech will debut new research about companies that successfully adopted new competencies and changed employee behavior. Attendees will be the first ones to get copies of Megan’s new report that details her findings – I’m editing the report and I am really jazzed about what she’d discovering.

Kerry Bodine, my co-author for Outside In, will kick off the second day of the event with a speech about customer experience innovation. Her speech will also be based on new research. She’ll detail her findings  into what distinguishes incremental CX improvements from true innovations. She’ll also describe how companies can create innovation engines within their organizations – the “road map” for the advanced class. For those of you who want to leap ahead of the pack and truly differentiate through customer experience, this is a “must see” presentation.  

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