learn the 4 essential requirements. part 1 of 4

Transforming Your Customer Experience:

Learn the 4 Essential Requirements

PART 1 of 4

©2012 Ernan Roman Direct Marketing

Ernan Roman President,

Ernan Roman Direct Marketing

Corp. (ERDM)[email protected] www.erdm.com

Ernan RomanPresidentErnan Roman Direct Marketing Corp. (ERDM)

Inducted into the Marketing Hall of Fame for creating three transformational methodologies: Integrated Direct Marketing, Opt-In Marketing, and Voice of Customer Relationship Research. Named to “B to B’s Who’s Who” as one of the “100 most influential people” in Business Marketing by Crain’s BtoB Magazine. His latest book on marketing best practices is titled, “Voice of the Customer Marketing”.Author of the widely read blog, “Ernan’s Insights on Marketing Best Practices”, (www.erdm.com).ERDM provides Customer Experience Marketing consulting services for companies such as IBM, MassMutual, QVC, NBC Universal, Microsoft, Hewlett-Packard, and Symantec Corp. ERDM has conducted over 9,000 hours of in-depth interviews with customers and prospects of these clients to gain an in-depth understanding of their expectations for a high value customer experience.Also authored “Opt-In Marketing” and “Integrated Direct Marketing”.

http://www.erdm.com/

http://www.erdm.com/

Kris Gates AVP, Customer

Experience Marketing,

MassMutual

Kris GatesAVP, Customer Experience MarketingMassMutual

MassMutual’s Retirement Services Division has been serving retirement plans for 65 years. It offers a full range of products and services for corporate, union, nonprofit and governmental employers' defined benefit, defined contribution and nonqualified deferred compensation plans. It serves approximately 1.3 million participants.

Kris Gates joined MassMutual in 2006 and is currently AVP of Customer Experience Marketing for the Retirement Services Division. His current responsibilities include developing and executing strategies for the customer experience, as well as, strategy and content for our client facing web portals. Prior to assuming his current role, Mr. Gates served as the Director of Advisor Marketing for MassMutual’s Marketing Area, where he was responsible for the communications making up the advisor experience.

[email protected]

mailto:[email protected]

http://www.massmutual.com/

Eric GreenbergEVP Marketing

LifeLine Screening

Eric GreenbergEVP MarketingLife Line Screening, (LLSA)

Life Line Screening is the country’s leading provider of community-based preventive health screenings. LLSA screens nearly 1 million people in the US and UK each year in over 17,000 community locations – helping consumers avoid the catastrophic effects of stroke and heart disease. Eric has helped build LLSA into one of the country’s premier direct-to-consumer healthcare companies. Before joining LLSA in 2003, Eric, was President of DMM Partners, a direct marketing consulting practice. He also was Co-President of InteliHealth, a joint venture of Aetna US Healthcare and Johns Hopkins University.

[email protected] www.lifelinescreening.com


http://www.lifelinescreening.com/

Steven ShapiroDirector, Global

Relationship MarketingSymantec

Steven ShapiroDirector, Global Relationship MarketingSymantec

Norton is the world’s leading provider of Consumer security software and services, protecting over 135 million users globally. Norton’s core products include Norton AntiVirus, Norton Internet Security, and Norton 360. Steven has over 17 years of diverse experience leading e-commerce, web-based applications, and software-as-a-service solutions for such companies as Gemstar-TV Guide, UpShot, McAfee, and Symantec.

Steven has continually championed improvements through tenacity, passion, innovation, and an unrelenting need to understand.

[email protected] www.symantec.com


http://www.symantec.com/

Joe LeaderVice President,

Strategic Business Solutions

PossibleNOW

Joe LeaderVice President, Strategic Business DevelopmentPossibleNOW

Joe Leader serves as a Ph.D. level expert on leveraging new business technologies. In 2012, Leader joined PossibleNOW, the top preference management company in the world with over 80 billion customer preferences managed on behalf of over 700 enterprise-level companies. Previously, Joe led marketing efforts at a technology company ranked #2 on the Inc. 500, growing a new division from zero to $150 million in revenue and later selling the division to a multi-billion dollar company. At a Fortune 1000 high-tech company, Leader spearheaded worldwide channel marketing bringing a 10-times increase in channel revenue. Most recently, Leader marketed air travel technology into one of the largest travel distribution networks in the world creating a $100 million new market. Leader holds both Bachelor’s and Master’s degrees from Emory University, and an MBA in technology management, and completes his business Ph.D. this year with his marketing research focused on accelerating new product adoption.

[email protected]


http://www.possiblenow.com/

Doug SteinPresidentHMS National, Inc.

Doug was a distinguished Fortune 500 consultant for Accenture in the 1990’s. There he helped manage some of the firm’s most prominent projects while also being key to the development of significant corporate solutions and industry offerings that notably increased market share and profit for the world’s largest consulting firm.

In his current position, Doug is the senior executive at HMS National responsible for developing and delivering innovative growth strategies in a historically mature and commoditized industry.

[email protected] www.hmsnational.com

Doug SteinPresident

HMS National, Inc.


http://www.hmsnational.com/

Welington Fonseca

Head of CRM,Gilt Groupe

[email protected] www.gilt.com

Welington FonsecaHead of CRMGilt Groupe Welington oversees all member communication and retention programs including Gilt’s Noir loyalty program. He started his career at Gilt in September of 2011 and since then has spearheaded implementation of several ongoing activation, reactivation, and loyalty programs, and the optimization of Gilt’s contact management practices by delivering fewer, more relevant communications. Previously, Welington was a Vice President of Marketing at Lord & Taylor, overseeing its customer acquisition and retention programs both in-store and online, and a Director of Marketing at Toys “R”Us, where he managed all “R”Us guest programs. He obtained his BA in business from Mackenzie University in his home country Brazil, and his MBA from Ross School of Business in Michigan. He is the father of five year-old twins and currently resides in Ridgewood, New Jersey.

[email protected] www.gilt.com

http://www.gilt.com/


http://www.gilt.com/

Workshop Agenda Saturday, October 13th, (10:00am – 4:30pm)

¨ Step 1, How to Use Voice of Customer Research to Drive your Engagement Strategies: 10:00am – 12:30pm

• Kris Gates, MassMutual • Eric Greenberg, Life Line Screening

¨ Break: 11:15am – 11:30am¨ Lunch: 12:30pm – 2:15pm¨ Step 2, How to Create Powerful Opt-In Databases to Drive High

Impact Personalization Strategies: 2:15pm – 4:30pm• Steven Shapiro , Symantec• Joe Leader, PossibleNOW

¨ Break: 3:30pm – 4:00pm

Workshop Agenda Sunday, October 14th, (9:00am – 1:50pm)

¨ Step 3, How to Use the 5 Principles of Multichannel Marketing: 9:00am – 10:00am

• Doug Stein, HMS National, Inc.

¨ Break: 10:00am – 10:15am¨ Step 4, How to Increase the Power of Your Online and Social

Media Marketing: 10:15am – 11:15am• Welington Fonseca, GILT Groupe

¨ Lunch: 11:15am – 12:45pm¨ Step 4 (cont.), Increase Online and Social Media Marketing

Effectiveness: 12:45pm – 1:50pm

Overview

Amazing Opportunities for Engagement

Business Insider 5/17/12

Overview

Overview

Consumers are Multi-dimensional;Multi-channel and Multi-purpose

Overview

New York Times App

New York Times 10/3/12


Pictures live from

the event

Overview

Samuel Adams Crowd-Craft Project:Customers created “B’Austin Ale”

Overview

Invited Sam's Twitter, Facebook, and Google+ friends to provide their preferences to help create a new beer

Asked to make their choices about the beer's malt profile, hops selection, yeast type

Per Steve Greenlee, at 99 bottles: “Man is it good”


Amazing Technology

Overview

Overview

New Google App Gives You Local Information — Before You Ask for It

App provides people with information about places around them - unprompted, without the need to ask for the information.

Field Trip, “offers historical trivia about a park, an architectural factoid about a building or reviews of a nearby restaurant. Google says it’s like having a local friend with you as you make your way through a city”.


http://www.fieldtripper.com/

http://www.fieldtripper.com/

Time to Stop Doing It Wrong

WSJ 3/19/12

Overview

Time to Get it Right

Treat customers the way we want to be treated…

…and generate double-digit increases in response and revenue

Overview

Goal for this Workshop

Help you achieve the success of innovators such as:

Overview

Achieve Consistent Double-Digit Results

Opt-in rates up to 95%

Open rates greater than 50%

Response rates performing in the double-digits

Volume license revenue from those in the VoC-driven program is 2x greater than the control

Microsoft’s success:

Overview


“When HP uses the Voice of Customer methodology, our marketing campaign results improve dramatically: response rates improve 3x to 10x, sales increase 2x or more, and we

can spend far less to get great results.”

-- Gary Dawson, Hewlett-PackardAmericas Advertising and Direct Marketing Manager

Overview


HMS National, Inc. Life Line Screening

Overview

25% 50%* increase in average renewal rates*updated 9/21/12

50% 65%* growth in returning customers

*updated 8/15/12

Overview

Powerful Alternative: Customer Experience Marketing

Definition*:

1. Discipline of improving the customer experience across every point of contact with your organization.

2. Applies to all elements of the media mix and all departments in your organization.

3. These quality experiences must be maintained throughout the customer’s lifecycle (not just during Acquisition and Renewal).

* Ernan Roman Direct Marketing, 9/21/12

Overview

Definition*:

* Ernan Roman Direct Marketing, 9/21/12

Powerful Alternative: Customer Experience Marketing

4. The experiences must be driven by individual preferences regarding: message, timing, frequency and media mix.

5. Preferences must drive high quality personalization of communications and experiences. Privacy of preference information must be protected by marketers.

6. Focus is on improving, not “managing” customer experiences; Customer Experience Marketing, not “Management”.

The VoC-Driven CEM Process

Overview

Goal is to achieve in-depth

relationships based on understanding

how customers and prospects define

their expectations for relationship, relevance and engagement .

CEM is a process that

values, and is guided by, the

insights of customers

and prospects.

Companies who implement the CEM process consistently

achieve double-digit increases in

response, revenue and retention.

Includes Microsoft, NBC Universal,

IBM, HP, and mid-size companies.

4-Step Voice of Customer-DrivenCEM Process for AchievingConsistent Double-Digit Results

Overview

Step 1:VoC

Research

Step 2:Opt-In

Engagement

Step 3:Multichannel

Marketing

Step 4:Online and

Social

Step 1 How to Use Voice of

Customer Research to Drive Your Engagement Strategies

Definition: Specialized depth research to understand customer/prospect needs, decision making process and expectations of the optimal experience via web, digital, email, offline media and customer service call centers.

These insights enable development of customer driven Engagement Strategies and Action Plans.

Overview

Step 1:VoC

Research

Step 2 How to Create Powerful Opt-

In Databases to Drive High Impact Personalization Strategies

Definition: VoC-driven process for engaging customers/ prospects to Opt-in and self-profile their preferences, thus creating uniquely accurate Opt-in databases.

OverviewOverview

Step 2:Opt-In

Engagement

Step 1:VoC

Research

It’s about actively opting-in to a relationship and self-profiling your

preferences and aversions.

Important!Opt-in is not

about passively agreeing to

receive email.

Overview

Step 3 How to Use the 5 Principles

of Multichannel Marketing Definition: VoC-driven process

for deployment of the social and traditional multichannel media

mix, per individual preferences.

OverviewOverview

Step 3:Multichannel

Marketing

Step 2:Opt-In

Engagement

Step 1:VoC

Research

Step 4 How to Increase the Power

of Your Online and Social Media Marketing

Definition: Digital media represents not just a means for selling, but a unique way to create or improve relationships.

Selling is a by-product of the quality and mutual benefit of those relationships.

OverviewOverview

Step 4:Online and

Social

Step 3:Multichannel

Marketing

Step 2:Opt-In

Engagement

Step 1:VoC

Research

Step 1: How to Use Voice of Customer Research to Drive Your Engagement Strategies

Step 1:VoC

Research

Global CMO Survey:

For 42% of CMOs: “…representing the voice of the customer

is one of the most critical factors in ensuringpersonal success as a marketer”.

“CMOs and their peers understand that the real challenge is

…to become the experts of the customers…They must understand what customers represent for the whole

organization to help shape the strategy for the overall business.”

-- Luca Paderni, VP and Principal Analyst, Forrester.

Heidrick & Struggles and Forrester Research, 1/23/12

Step 1: VoC Research

Don’t re-engineer

your relationship marketing

strategies from the isolation

of your conference room. . .

This economy and social media have

profoundly changed buyer’s priorities and

expectations.

If you have not recalibrated

strategies within the past 12 months, you are out of sync with

your customers.

VoC insights ensure you develop truly customer-focused strategies to drive

relevance and revenue.


VoC Learnings

Question Answer

Which has more impact on retention and repeat

purchases; Customer Satisfaction or

Customer Engagement/Relationship?

Engagement/Relationship strength has 12 times more

influence on retention and repeat purchases than

Satisfaction.

Satisfaction is a minimum expectation.


VoC Learnings

Question Answer

Which is a more significant driver of word of mouth

recommendations; Customer Satisfaction or

Engagement/Relationship?

Engagement/Relationship strength has 18 times more influence on word of mouth

recommendations than Satisfaction.

This has profound implications for re-allocating greater budget for Retention/ Relationship building.


Customer Engagement


We at Academic PCS would like to see Flash in 64-bit version as soon as possible.This is very important creating and taking advantage of current hardware technologies.

“…customers with highest feedback scores also had the greatest lifetime values.

Differences in lifetime value between customers with lowest and highest feedback scores ranged from:43% among retail customers to 288% among key business accounts."

Forrester Research, 12/8/11

Customer Engagement


1. Providing Value

VoC Learnings

“Self-serve makes it easy for you, not the customer.”

“Don’t just sell me the service. Provide ongoing value at key

times.”

“Email blasts do not equal

‘relationships’.”


“The quality of your service is key to

how we judge you.”

2. Relationships

VoC Learnings

“The fastest way to be forgotten is to buy from you.”“We buy. You disappear

without a trace. Oh, except for the

monthly bills.”

“Relationship? You guys are about

‘buy and die’!”


VoC Learnings

3. The Web

In Step 4, we’ll analyze the site BtoB magazine ranked #1, and see how it compares, per VoC Research findings.

“I don’t just want to transact. I want to connect with your

company, your brand and your

community.”

“An easy navigation and commerce

process is a minimal

competency. . . You better be at least as good as Amazon.”

“When you tell me to go to the web for service, especially when I am growing

old waiting for a phone rep, what I

hear is, ‘Go. . . help yourself.”


VoC Learnings

Per McKinsey research, as cited in the Wall Street Journal, people who participate in an effective online community, return to a site:9

times as often

5times as

long

45xThis represents a 45 time increase

in loyalty!

4. The Importance of Community


Community-driven, online marketer specializing in

T-shirts designed by members of the community.

Community is made up of 3 groups:

1. Purchasers 2. Designers 3. Reviewers

Results:• Over 1 million users,• Over $30 million dollars in annual sales,• Approximately 30% margins.

According to the Sloan Management Review: 95% of those purchasing from Threadless.com have voted and posted comments…before making a purchase.


VoC Learnings5. Communications:

“Mail should be specific to my role, to what I do

all day long.”

“Email may be the base of your communications with me, but I’m getting

too much junk. If it’s really important, send it to

me by mail.”


VoC Learnings6. Advice from C-Level Executives• “You think because I’m the CIO, you have to send all your marketing

communications to me. That’s not how decisions are made here.”

• “You’re using me as an executive mailroom and I don’t appreciate it.”

• “I will tell you who you should communicate with, what information they need, when and via what medium.”


VoC Helps You Transform Your Marketing. . .

• From “CRM” and “managing” customers. . . which has had a high failure rate. . .

• To “CMR” and “customer-managed” relationships.to

Per Disney:“The term ‘CMR’ reinforces the notion of the guest

being the one who is driving the experience.”


VoC Helps You Understand and Pre-Test. . .

• How to change from relationships based on just transactions with customers, to a deeper engagement based on a broader understanding of their needs.

• The critical issues facing decision makers in this economy, as they evaluate your product or service.

• Steps in the decision-making process.• Who are the decision makers and the

empowered influencers.• What information and offers are most

effective at each step and via what mix of channels.

• How your customers define a value-added and competitively differentiated relationship with your company.

• Effective value propositions for engaging customers in an Opt-In relationship with you, so they will trust you with their detailed self-profiled preferences.

• What info and how much info customers/prospects will self-profile based regarding their preferences.

• This information will populate your Opt-In database with uniquely accurate information.

The optimal role for: web, digital, email/mail, inside sales, field sales, tech, stores.



Kris Gates AVP, Customer

Experience Marketing,

MassMutual

Kris GatesAVP, Customer Experience MarketingMassMutual

MassMutual’s Retirement Services Division has been serving retirement plans for 65 years. It offers a full range of products and services for corporate, union, nonprofit and governmental employers' defined benefit, defined contribution and nonqualified deferred compensation plans. It serves approximately 1.3 million participants.

Kris Gates joined MassMutual in 2006 and is currently AVP of Customer Experience Marketing for the Retirement Services Division. His current responsibilities include developing and executing strategies for the customer experience, as well as, strategy and content for our client facing web portals. Prior to assuming his current role, Mr. Gates served as the Director of Advisor Marketing for MassMutual’s Marketing Area, where he was responsible for the communications making up the advisor experience.

[email protected]


http://www.massmutual.com/

Transforming Your Customer Experience

CASE STUDY


MassMutualRetirement ServicesA division of MassMutual Life Insurance Company, Fortune 101. Leading provider of employer sponsored retirement plans including, 401k, 403b, pensions, etc.Help the American worker be better prepared to fund their retirement. Distribute to employers through 3rd party financial advisors. Once the B2B sales process is complete, the product is available to consumers (employees).

MMRS by the numbers1.37 million consumers from 7,000 plans 1,100 employees (40 in marketing)Average consumer age = 42Average consumer account balance = $36kAverage savings rate = 5.25%

Our priority is consumer retirement readiness, defined by their ability to generate 70-80% replacement income during retirement,so the American worker can retire with dignity

How can we accomplish this?


76% can make adjustments now that will allow them to retire by age 67

24% Only 24% on track for retirement (replacing 80%+ of current income)

Currently in a position of StrengthRecord plan sales for 3rd year in a row – 15% sales increase year over year Record plan retention, 96% – Industry average 91%Record client satisfaction – highest in company historyConsumer communication & education experience ranked #1 by Financial Advisors

So, what’s the value of a VoC investment now? To sustain our competitive advantageDespite our efforts, Americans are not prepared to fund their retirement


42% will not be retirement ready by age 67

34% will reach 60-80% only with social security included

Abundance of quantitative data, but it’s not driving real change•

• Various interpretations of the same data• Questioning of the sources• Questioning of the methodology• “Yeah, but our customers/we are different”• Traditional research is OK, if you want to know

what your customers thought 6-12 months ago

Gen Y

Gen X

Consumer needs are changing faster than ever before, are we prepared to meet them?

BoomersStep 1: VoC Research

So, why do a VoC program?

We want to do better for our customers.

Qualitative vs. quantitative insights.

Interactive / in-depth

Answer “why/how?” questions.

Test ideas prior to any investment.

Protect our market leadership position.

Things to Consider Before Launch

Include the right stakeholders, get their buy-in

Internal or external execution

Interview length, sample size

Sample mix, does it mirror your customer base/target markets

Difficulty and cost of recruiting

Customer Data… it’s never as good as you think

The VoC Process

Determine objectives.

Set budget and timeline.

Determine your audience

Develop key questions.

Conduct interviews.

Analyze findings.


Our VoC Objectives

Determine barriers for retirement planning at various agesWhy are workers not prepared?

Learn what tools, services, and information would make financial literacy and action easier

What else can we do to help? How different consumer segments define deeper relationships with MassMutual at key points in their lifecycle

How do we create a customer for life?


Selecting Your AudienceWho is our existing customer? How does that align to our sales strategy?How many?By product line, demographic?Any 3rd party considerations?Incentives?How good is the data?

MassMutual


Research SampleThe research sample included the following groups of respondents.

59

Develop Key Questions

Limit to major topics to allow for in-depth probes & discussion within the 60 minutes.

Develop/Review Interview Guide. Evolve based on learnings.

Should the customer come prepared?

- Deeper thought vs. gut feelings.

Key VoC Question Funnels

Brand Image?

Relationship with MM?

Retirement Planning?

Information & Tools?

New Welcome Program?

Personalization?

Positive Incentives for Savings Goals?

3 Things MM should prioritize?

Conduct Interviews

156 one hr. interviews.

All by phone with a professional interviewer.

Interviews recorded; “best of” listened to by management team.

Debriefs for strategy ideas and revised areas for probing.


60

• Interviews were completed end of Feb.

• Preliminary insights & action steps completed end of March

• Executive presentation April

Key Learnings

Our customer service experience is very positive.

Overall engagement is low.

Customers request more proactive, personalized communications.

Segmentation by needs and life stage, relative to the support and guidance they expect from MM.

Few customers were adequately prepared for retirement.


VOC Results

61

VOC Driven Action Items

Step 1: Enrollment/

Transfer Process Immediate

Step 2: New Customer Welcome Program 2-3 weeks

later

Step 3: Proactive, Ongoing Touches

Throughout year

Step 4: Annual

Review/ Anniversary

Program One year

Step 5: “Next Steps”

Plan (Terminated)

Upon job change

Based on VoC learnings and specific customer suggestions, the recommended action steps address communications and programs through key lifestages.


62

Offer more educational assistance to customers during the enrollment/transfer

process, as some have trouble understanding even the basics of asset

allocation and selecting a savings amount. Making the enrollment/transfer process as inviting, memorable

and user-friendly as possible will be key, and customers offered specific suggestions to help.

Conducting a “Needs Assessment” will help to target appropriate lifestage information

and education.

Providing an overview of the

“Next Steps” process during this

initial phase will better prepare

them.

Step 1

VoC-Based Enrollment/Transfer Process


63

Step 2

New Customer Welcome Program

VoC InsightInteracting shortly after enrollment will, as many articulated,

“make me feel like they care whether or not I’m their customer.” A New Customer Welcome concept was tested, and respondents’ feedback

greatly enhanced it.

Customers wanted to be able to schedule a

call, to ensure convenience, and give them time to prepare.

Customers wanted to specify how they met with

MM: via phone, online chat, texting, emailing,

or even Skyping.

Customers reported that they would

appreciate having written materials sent for reference.

Customers wanted to be able to meet in a

group setting, followed by the option

to meet individually.

Initial scheduling call

“Meeting” with MassMutual

rep

Follow-up information

On-site, in-person visits


64

Step 3

Proactive, Ongoing Customer Touches

101Retirement 201Retirement

MassMutual must offer multiple levels of educational assistance in a variety of formats to best serve customer’s needs.

WebinarsHelp reading statements

Introduction to Your

RetirementVoC Insight

Most customers would welcome occasional touches by

MassMutual.These touches should focus

on offering education and information about their

accounts, about MassMutual processes and policies

(i.e. how to change their savings amount) and retirement

planning in general.


65

Annual Review/Anniversary Program

Representatives will offer to meet to:•Review the last year’s performance.•Set goals for the upcoming year.•Answer any questions.•Offer help with consolidating other plans.•Update their needs assessment and preferences.•Remind them there is a “Next Steps” (Terminated) Plan.

Step 4VoC Insight

Lack of engagement with both MassMutual and their retirement planning is a considerable barrier for customers. Reaching out annually with an offer

of a personal meeting will help break through the inherent apathy and forge a stronger connection between MassMutual and its customers.

It will also remind customers, at least annually, about MassMutual and their retirement account.

This program was suggested, and then tested, with customers and received much

positive feedback. Step 1: VoC Research

66

“Next Steps” (Terminated) Plan

VoC InsightRespondents no longer with the company that initially provided

their retirement plan reported being very confused about what they were supposed to do during the transition.

Many cited feeling “lost” and “alone” and completely at a loss as to what to do with their account. This is a significant opportunity to cement a relationship with customers, who find themselves at a critical, emotional

time in their lives, with many looking for a helping hand to guide and reassure them. Providing support will deepen engagement and create a

connection to MassMutual.

Step 5

Allow the customer to schedule a meeting at

their convenience.

The customer should be able to select the channel

they prefer for the meeting: phone, Skype,

online chat, etc.

Send a summary of the meeting for reference.

Initial scheduling call

“Meeting” with

MassMutual rep

Follow-up Information



3 Customer Experience Action Items

1. Analyze how you are onboarding (welcoming) your new customers. Invest in this touch, it may end up saving you long term.

2. Measure and test everything. Do you know if you customer outreach is at the frequency and in the channel your customers prefer?

3. Set up organized “listening posts” with client facing areas of the business for real time voice of the customer feedback.


Eric GreenbergEVP Marketing

LifeLine Screening

Eric GreenbergEVP MarketingLife Line Screening, (LLSA)

Life Line Screening is the country’s leading provider of community-based preventive health screenings. LLSA screens nearly 1 million people in the US and UK each year in over 17,000 community locations – helping consumers avoid the catastrophic effects of stroke and heart disease. Eric has helped build LLSA into one of the country’s premier direct-to-consumer healthcare companies. Before joining LLSA in 2003, Eric, was President of DMM Partners, a direct marketing consulting practice. He also was Co-President of InteliHealth, a joint venture of Aetna US Healthcare and Johns Hopkins University.

[email protected] www.lifelinescreening.com


http://www.lifelinescreening.com/

Gaining an In-Depth Understanding of Customer Requirements

CASE STUDY


70

Significant number of customer touch points• Nearly 1 million people screened per year.• 2 million phone calls.• Screen in 15,000 community locations.• 90 million direct mail letters.• 1 million “Results” letters.• 1 million email subscribers.

Life Line Screening

Leading provider of community-based preventative health services.

Provides affordable, high-quality screenings that are essential to the early detection of risk for stroke, heart disease, diabetes, osteoporosis and other conditions.

The direct-to-consumer model is at the forefront of the consumer-driven healthcare.

Strategic priority is customer retention.

Goal: Double the number of returning customers from 2009 to 2012.

How to accomplish this?


71

Why do a VoC program?

A satisfied customer is not always a returning customer.

Qualitative vs. NPS, quantitative insights.

Interactive / in-depth.

Answers the question, “why?”

VOC Planning

Internal or external execution.

Length of interviews.

Sample size quantity.

In-person vs. telephone interviews.

Geographical considerations.

Difficulty and cost of recruiting.

The VoC Process

Determine objectives.

Set budget and timeline.

Determine key segments.

Develop key questions.

Conduct interviews.

Analyze findings.


72

Gain a VoC-driven understanding of how LLS can increase customer retention.• How customers view LLS strengths and weaknesses.• Why customers return or don’t return.• Opportunities for developing value-added services.• Reactions to marketing communications and Test Results Letter.

VoC Objectives

Make sure learnings are actionable!


73

Develop Key Questions

Limited number of questions (35-40) in one hour.

Determine who the interviewer will be.

Develop Interview Guide.

Does/should the customer be prepped in advance - Interview Guide - Marketing materials

Key VoC Questions

How did you hear about us?

Why did you come?

Influencers?

Strengths / Weaknesses?

Credible / trusted?

Expectations?

Likely to come back?

Pre-screening/Post-screening experience

Communications and contact strategy

What do you tell friends?

Conduct Interviews

48 one-hour interviews.

Mix of recent and 12-18 mo. buyers; single/multi-buyers

All by phone with professional interviewer.

Interviewers recorded; “best of” listened to by management team.


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Key Findings

• LLS has created a valuable service and is perceived by many as their advocate and trusted resource for their health.

• Perceived as efficient, professional, convenient and excellent value for money.

• LLS enables them to be proactive and empower them to take control of their health.

• LLS patient test results summary is “valuable ammunition” for the patient and helps the doctor take them more seriously. It’s also a patient report card for the doctor.

• Doctor plays powerful role in acquisition and retention.• What LLS is doing is well received, but customers want more:

Customers not sure what to expect from LLS (i.e. transaction vs. relationship).

Greater and more personalized touches at each touch point. Ongoing information and value-added solutions.

VoC confirms NPS Scores, setting the

foundation for comprehensive

action plans.


Looks at process holisticallyEstablished Customer Listening postOwns Customer Service Function

Established, for 1st time, Director of

Customer Experience

Recognition of its importance

Revision of success metrics

Change in compensation, recruiting and hiring

Substantial improvements in profitability

Call Center moved from Operations

to Marketing

Call CenterPre-screening processOngoing communications that are tailored to each individual’s medical history and outcomesProduct Development

IncreasedCustomer

Segmentation

VoC-Driven Action Plan

Pre-screening

During the screening

Post-screening

Create a higher value customer experience

at key points


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Create a Higher Value Customer Experience

• Relationship skills training for Customer Service Reps; Preventive Healthcare Advisors vs. CSRs

• Pre-screening communications that provide information to customers that is reassuring, credible and informative

• More timely and comprehensive customer feedback to field teams

• “Personally Appropriate Tests” • Field Mentoring program


learn the 4 essential requirements. part 1 of 4

Documents