For decades, healthcare has had a reputation of being bureaucratic and difficult to work with. Customers expect to have to jump through hoops and wade through confusion to find answers to simple questions or manage their care. But the future of healthcare is anything but difficult—it puts customers first to create convenient, proactive and personalized solutions.
Kathy Klingler is Chief Consumer Experience and Marketing Officer for Blue Cross Blue Shield of Massachusetts, and she brings decades of experience in banking and other consumer industries. Her approach turns the traditional healthcare model on its head to put customers first.
Customer experience is crucial at Blue Cross Blue Shield. Klingler’s unique position puts her in charge of everything from brand strategy to digital marketing, customer experience and market insights. She works closely with the Chief Strategy Officer to integrate customer experience into the overall strategy of the company and the future of healthcare.
Blue Cross Blue Shield’s strategy reaffirms that putting the consumer at the center of healthcare is the most important thing the company can do. The company’s customer-centricity plan breaks into three pillars:
1. Digital capabilities. One of Klingler’s main focuses since joining the company four years ago has been to build out Blue Cross Blue Shield’s digital capabilities. There used to be disparate systems without a place for members to understand their plans or how to get the most value. A new digital hub is personalized for each member’s needs and allows them full access to the information they need to understand and get the most out of their plan. Modern customers crave digital convenience and being able to get information on their own schedule.
2. Communication channels. For decades, the traditional way of communicating with healthcare customers was by phone. But modern members want to interact digitally and in more convenient ways. Blue Cross Blue Shield aims to meet customers where they are in channels they already use. Customer-centric companies create more communication channels to match customer preferences and ensure those offerings are seamless and convenient.
3. Data and analytics. Blue Cross Blue Shield leverages data in a way that allows it to engage with members in more meaningful ways. Data paints a picture of members and allows contact center agents to proactively suggest care that members might need. Data and analytics add a powerful tool to understanding and serving customers. During COVID, Blue Cross is proactively reaching out to members who are at higher risk or live in hotspot areas to ensure they get the care they need.
The mission of Blue Cross Blue Shield of Massachusetts is to put customers first, and it’s something that the employees and leaders live and breathe. By staying in contact with customers and combining customer data, third-party data and behavioral data, the company understands what its members need and is constantly adapting to meet their needs.
In the future of healthcare, Blue Cross Blue Shield’s customer-centric strategy will become the norm. Healthcare companies must become more transparent and make it easier for their customers to get the care they need in the way they want to access it. Instead of bombarding customers with information, that means delivering personalized information clearly and simply from an ally who can guide them.
The difficulties of traditional healthcare are on their way out. In order to succeed in the future, healthcare companies must put customers first and deliver on the three main pillars of customer-centricity.