Case Study

More than a Score: Transforming NPS into a Competitive Insights Machine 

The Client & Challenge

A regional health insurer needed to better understand key member audiences across their three lines of business: IFP, Medicare, and Medicaid. Based on historical data from their existing NPS research, they knew their performance in the Medicare line was consistently strong. However, this was not the case for their IFP member experience, which had consistently declining scores when compared to competitors.

However, the IFP consumer is a notoriously hard-to-reach population. While the insurer had an annual NPS research initiative, they didn’t have a strong listening program in place that could effectively target IFP consumers. The insurer wanted a research consultant that could help them transition their NPS research initiative into a new and improved program, not only to help them elevate their IFP experience, but to also track NPS more effectively across all lines of business.

The Solution

We partnered with the health insurer’s CX team to design and execute a revamped NPS Competitive Tracking Program. The main objectives of the program were to reach eligible and enrolled consumers across the insurer’s three LOBs more efficiently, deliver insights in a timelier manner, and expand the size of the program to generate more robust data. ​​

First, we jumped in with an aggressive approach to reaching IFP members across the insurer’s market footprint by strategically building a research framework to maximize cooperation and response rates. Our next step was to critically examine existing NPS questionnaires and look for opportunities to plus up and refine them. We provided in-depth consultation to the insurer’s CX team along the way to help them understand the changes we were proposing and why. We advised on more targeted questions to yield richer feedback on IFP members’ unique wants and needs. ​

The insurer also needed to react and adjust more quickly to changing member needs and market forces (based on KPI performance) before the moment had passed. To ensure the revamped NPS program provided more timely insights, we converted the existing annual point-in-time study to a bi-annual tracker.  Tracking their NPS a minimum of two times per year would also help them better assess effectiveness of communications and service improvements using pre-post data when possible. Lastly, we increased the study size which equipped the team with sufficiently robust data to pinpoint shifts in KPIs, not only within the three LOBs, but also measured against their competition.

The Wins

With our help, the health insurer’s NPS Competitive Tracking Program is now a fine-tuned machine that helps diagnose root causes of consumer friction while uncovering early indicators of declines in key drivers of CX and organizational success metrics.

CX enhancement opportunities and pathways to gaining competitive advantages suddenly became much clearer for the insurer based on the data and insights this NPS source of truth delivers. Current focus areas include:​

  • Improving EOBs to make them easier for members to understand​
  • Enhancing existing health & wellness programs and creating new, innovative offerings​
  • Supporting member acquisition & retention (new enrollment & re-enrollment) by continuing to refine marketing communications – particularly AEP key messaging and benefit plan information​

Through leveraging NPS insights that shine a light on high-impact improvement opportunities, the insurer can now more quickly and confidently make business decisions that will strengthen overall member satisfaction, loyalty, and advocacy across all lines of business. In turn, their CX team can stay focused on high-impact initiatives with bottom-line outcomes. And, as a result, this health insurer is making life a little bit better for consumers. A true win-win for all.

This could be YOUR win.

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