Customer Experience Series: How Blue KC designs customer experiences
Customers are at the heart of everything we do at Blue Cross and Blue Shield of Kansas City (Blue KC). At the soul: Our customer experience (CX) mission to improve customer perceptions and feelings about their relationships, connections, and touchpoints with Blue KC.
It’s a mission that teams across Blue KC contribute to and the Customer Experience Practice team and Customer Experience Council doggedly drive.
Together, these groups relentlessly ask four big questions every day:
- Are we easy to work with?
- Are we effective at meeting member needs?
- Are we a company members can trust?
- Would members recommend us to others?
In a series of articles that exposes how Blue KC actively listens, measures, and improves CX, we’ll show you how we prioritize our mission to put customers at the heart of everything we do.
In this series we’ll look at:
- Voice of the Customer
- Journey Teams
- Member Escalation
- Personalized Services
- Empathy Immersion
Blue KC Journey Teams design innovative customer experiences
In today’s teched-out world, customization is everywhere – in the music your streaming service adds to your playlist, in the advertising you see on TV, and in the products your coffee shop app recommends.
However, customization and personalization require more than technology. They require empathy, compassion, and a focus on what’s important to the customer – traits Blue KC Journey Teams embody as they deliver thoughtful, quality experiences to our customers.
Created in 2023, Journey Teams research customers’ needs throughout their healthcare and insurance journeys. Team members then put their heads together to prioritize what they’ve learned, design customer experiences, measure the success, and manage the solutions.
Customer experience sneak peak
Our Onboarding and Member Services Journey Teams have several projects that soon will be part of the customer experience.
- Digital Benefits Guide – Plan benefits are one of our top call drivers. The new, personalized digital Benefit Guide will show customers the services and procedures their health plan covers and what Blue KC will contribute based on the customer’s real-time spending and deductible and out-of-pocket balances. Available fourth quarter.
- Redesigned Claims and Plan usage page on MyBlueKC.com – The new page has simplified navigation, definitions and educational content, and the look aligns with the above digital Benefits Guide. Available end of August.
- Online account set up – An updated MyBlueKC.com account set up experience reminds customers if they already have an account, saving them time and effort in attempting another account set up. For those who do need to set up an account, they can use their Social Security Number or member ID card. Available in October.
Customized experiences in the works
Journey Teams are just getting started. In the works are the next wave of projects designed to elevate customer experience, including:
- Redesigned member portal dashboard
- Updated prior authorization pages
- Member portal notification center, which gives preventive care recommendations based on the member’s claims history
In the fall, we will have a first look at results, which we’ll use to refine the experiences and, ultimately, fuel continued award-winning customer experiences.
