Table of Contents
IDC PlanScape Figure
Figure: IDC PlanScape: Customer Engagement Planning for Payers
Why Is Customer Engagement Planning for Payers Important?
Overcome the Historic Customer Fear of Health Insurance Companies and Develop a Loyal, Trusting Relationship
To Be Technically Equivalent to Other Industries in the Mind of the Customer
Connect Physical Life and Digital Experience
Enable Transaction Ease by Providing Customer-Facing Software That Is Easy to Use
Enable Patient Care Ease
What Is Customer Engagement Planning for Payers?
First, Separate the "Customer Experience" from "Customer Engagement"
For Payers, It Is Not Quite "Retail Customer Engagement" But That Is a Reasonable Model to Measure Customer Engagement Maturity
Historically, Customer Engagement Was Disconnected from Patient Engagement
Five Contact Points Drive Consumer Engagement with the Health System
Conversely, Five Contact Points Drive Consumer Engagement with Payers
Solution: Extend the CRM Model to Unify the Customer and Patient Approaches
Who Are the Key Stakeholders?
Tripartite Integrated Strategy
How Can My Organization Take Advantage of Customer Engagement Planning for Payers?
Adopt Retail Best Practices as the Maturity Benchmark
Reinvent Customer Intimacy Through Relationship, Relevance, and Reciprocity
More Than Retailers, Increase Respect for Privacy/Security; Rethink "Opt-In"
Enable Marketing Sophistication by Adopting Customer Engagement Software
Optimize Your Marketing Efforts Segmenting Administrative and Clinical Data
Ease the Enrollment Process and Set the Stage for an Ongoing, Powerful Lifetime Customer Relationship
Digitally Transform Your Customer Service Efforts Making Every Interaction an Opportunity
Adopt This Marketing Technology to Help the Company Survive a Breach
Be Continuous in Your Presence with Your Customer, Providing Loyalty/Stickiness
Open the Traditional Network for Member Convenience for Continuous Presence
Open the Traditional Network to Virtual Care for Continuous Presence
Use Connected Devices for Continuous Presence
Use Technology to Move and Capture the Message toward Patient Well-Being, Not Just Good Health
Use Social Media for Continuous Presence