Blue Cross Blue Shield of Kansas (BCBSKS) proved that straightforward accountability accelerates success. Serving over one million members, the health plan found its competitive edge by unifying its leadership vision: appointing Michael Gerrish as the Chief Marketing and Experience Officer.
The strategic move created total accountability, eliminating friction and driving significant growth. As Michael stated: “I not only get to promise what we are from a marketing point of view, but I also have the responsibility to deliver on it.”
This integrated approach delivered impressive financial results: $120 million in new annual revenue, conversion rates soaring from 50% to 70%, and an industry-leading 93% customer retention rate.
Michael detailed this successful model on this week’s The Modern Customer podcast, showcasing a strategy for sustained growth.
Key Insights From Our Conversation:
- How the unified CMO-CXO role eliminates internal silos to deliver sustained performance.
- The “Insights to Action” team model that controls the entire customer journey, from initial research to final marketing execution.
- Why one executive must own both the brand promise and its operational delivery to guarantee ROI.
- How AI is leveraged to simplify complex customer communications and accelerate internal workflow.
Tune in now to get the proven strategy for accelerating growth by aligning your Marketing and Experience functions.
Stream now on Apple Podcasts, Spotify or your favorite podcast platform.
Blake Morgan was called “The Queen of CX” by Meta. She is a customer experience futurist and author of three books on customer experience. Don’t miss her new book, “The Eight Laws of Customer-Focused Leadership.” To learn more visit www.8CXLaws.com.
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