Unifying Experience Data into a Holistic Story

A leading, nationwide health insurance company needed to leverage the wealth of research, insights, and knowledge surrounding their enrollment process to help guide strategic planning and performance tracking. Their goal was to help internal decision makers, across the organization, understand the customer journey from all viewpoints. That knowledge would be used to ensure their products and services align with evolving customer needs. As a result, strategies to enhance overall customer experience (CX) would be based on cross-discipline collaboration and data-driven insights.

Our client trusted The DRG to help them integrate critical information across a wealth of primary, secondary, syndicated research, and internal business data. From this, our consultants developed a holistic story of the enrollment experience. Core objectives included:

• Developing a complete research roadmap across the enrollment process
• Uncovering connections between employee, consumer, employer, and broker experiences impacting enrollment
• Addressing critical pain points across all constituents, with a focus on CX and EX
• Supporting development of a cross-functional action plan to enhance the enrollment experience for all involved

The DRG synthesized a wealth of client information on the enrollment process including satisfaction tracking studies, feedback from online communities, and other proprietary research studies. We then developed a cohesive enrollment experience story by incorporating input from insurance brokers, competitive intelligence, and internal business statistics. Our analysis uncovered key connections across these resources giving our client a heightened perspective on the enrollment experience.

The strategic insights resulting from this initiative helped internal stakeholders see that consumers’ definition of enrollment went well beyond signing up for an insurance plan. They learned the extent to which their target audiences conducted research, compared options, and asked questions before making their selection. Another important finding was gaining a deeper understanding of how relationships between consumer and employee pain points called for coordinated resolution strategies. This led to creating a process for gathering valuable customer and employee feedback on ways to improve interactions, enhance brand perceptions, and optimize CX.