There is a staggering amount of customer experience work going on in the healthcare industry these days. From providers (the “docs”), to pharma companies, to 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 & Retirement at UnitedHealth, and one of the speakers at Forrester’s upcoming Customer Experience Forum on June 25 and 26 in New York.
In advance of his speech, we put some questions to David about the evolution of customer experience at his organization.
Q. When did your company first begin focusing on customer experience? Why?
Our Medicare members’ experience with their plan has always been important to us because of the way Medicare plans are sold. Unlike commercial insurance, which typically allows employees to choose from a small group of plans that their employer selected for them, Medicare is a true B2C industry. Beneficiaries have the opportunity to select the plan or plans that meet their needs when they first become eligible, and then annually they can switch to a different plan if they choose. These dynamics combined with the exponential growth in the senior population as baby boomers age has made for an extremely competitive environment, one in which it’s critically important that your members are pleased not only with their coverage but also with the experience of being enrolled in your plan.Read more