No Fear - Embracing Change in the New Customer-Centric Era
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Transcript of No Fear - Embracing Change in the New Customer-Centric Era
No Fear – Embracing Change in the New Customer-Centric Era Justin Skerbetz, Highmark Health Services
Tom Reid, Hacker Group
Highmark Senior Markets
• Medicare marketing
• Focused on the O65 market – seniors
• Competitive market – many plan options
• Many stakeholders – product, legal, Govt.
• Mistakes are costly – no time to recover
Customer Focused Improvements
Acquisition Strategy:
• Anticipate audience needs
– Medicare plan decisions can feel complex
– Fearful of a wrong decision
• Control the sales funnel
– Take on a larger part of the sales process
– Allow sales resources to focus on closing
Highmark Senior Markets Performance
• Marketing AND Sales story of customer focus • Media allocation based on performance
• Maintaining sales attention on customers nearest to their buying decision
Customer Focused Marketing Improvements
Campaign Strategy - anticipating needs
• Uncertainty and confusion –
– Engage with educational offers; early, mid and late stage
– Being there when needed; online, on phone, retail stores, seminars, 1-on-1
– Approach across all senses – printed content, videos, presentations, TV
• Start early; complex decisions can take time
– First Eligible program engages at 64.5 years
– Worksite seminars for retiree programs
• Member outreach
– Keep customers informed and assured
Customer Focused Sales Improvements
Sales Strategy – maintaining sales focus
• Sales dashboard
– Ensure follow-up on most interested prospects
• Branded sales channel with personalized automation
– Medicare Advisors – same message and next best action
– Fulfillment kits with individual plan recommendations
– “Hand written” letters and email to seminar attendance
• Making it easy to buy via preferred sales channel
– Mail-in, online, phone assisted, seminars, 1-on-1, in-home, retail store
• Flexible lead routing to promote follow-up & hot hand
• Engagement & Retention communications
Marketing Data for Sales Enablement
• Rapid integration of response and fulfillment
– Response capture across all touch points
– Nightly de-duplication and data hygiene
– Daily fulfillment and integration with SalesForce.com
• Daily and weekly metrics
– “Cost-per” metrics for each vehicle and execution
– Media mix optimization
• Targeted Lists
– Predictive models for response and conversion
– Communication history, demographic appends
– Follow-up email and telemarketing lists
Highmark Response Capture Data Flow
Embracing Change – Highmark Takeaways • Start small, but design
for scale
• Measure everything that moves
• Alignment with senior Sales and IT is vital
• Smaller teams for bigger, faster decisions
Embracing Change – Futures
• Enrich online shopping experience
– Emulate consultative sale
– More educational and shopping resources
• Further investment in digital engagement
• Enrich telesales shopping experience
– Integrate more data resources real time
• More use of predictive modeling for targeting, lead scoring, and channel preference
Embracing Change in the New Customer-Centric Era David Banks, AT&T
Steve Rosenblum, Hacker Group
Using Enhanced Targeting to Improve ROM in a Changing Market
Big Ideas for ROM = Return on Marketing
Marketing Costs Marketing Benefits ?
The Velocity of Change
Targeting and Performance Optimization
• It’s all about the customer (still)!
AT&T U-verse
• Launched 2006
• IP-based “Advanced Television”
• TV, internet, voice
• 22-state footprint
• 5 million customers today
U-verse Acquisition Challenge
• Market Situation: 2006 - Present • Rapidly evolving offering for consumer
• Extremely crowded space
• Fragmented assortment of providers
• Educate -> Switch
• High acquisition cost
Customer-Centric Approach
Product-Centric
Customer-Centric
YESTERDAY
Product and Sales Goals
Customers
Channels Offers
One-Way Monologue vs.
Product-Focused vs.
Campaign Orientation vs.
Customer Centric
TODAY… AND TOMORROW
Customer Insight
Customer Segments
Continuous Dialogue
Customer Relationship Focused
Value-Based Management
Differentiated Value Propositions Product, Promotion, Pricing
Re
spo
nse
Pre
fere
nce
s
Start with simplest level of organization
• Eligibility
• Time-based
• Propensity models
• Credit
information about target behavior
Original
Big Idea #1 – Micro-segmentation
• Dig even deeper
• Time-based triggers
• Behavior-based triggers
• Channel of Preference
• Named vs. unnamed records
• Expanded view of credit
4 segments
14 Segments
Better view of Performance
Big Idea #2 – Intelligent Household
Big Idea #3: Going Local
Precision targeting • Highly targeted
• Measureable
• Scalable
Improving the Customer Experience
BRAND MARKETING:
MASS MEDIA
DIRECT MARKETING:
1 TO 1 COMMUNICATION
Convergence of awareness and
relevance
Improving the Customer Experience
• Make it easier
• Coordinating messages across media • (landing pages)
• Optimize for their convenience/usage patterns
• Mobile optimized websites
• Leverage technology where it matters
• (QR codes, MMS, Augmented reality)
• Does improved customer experience outweigh cost of extra step?
Streamlining the Purchase Pathway
Meeting customer at their door
• Evolution of mobile e-commerce
• Better customer experience
• When and when customer wants it
Evaluating ROM of New Technology
Make it count!
• Measure everything • Start at the beginning, work backwards
• What do you need to know?
• Constant feedback loop
• Offer variety has minimal impact on product sold
• Simplify strategy
• Adjust messaging = be more relevant to customer
Detail reveals “actionable” behavior
Percentage & Product sold
Offer code
Thank you!