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Hear Peppers & Rogers Group's Healthcare Practice present proprietary research findings that quantify trust as a critical capability for future success, and offer a plan to help move healthcare insurers to a new place of trust.
Citation preview
make an
impact!
March 1, 2012
Measuring the Value of Trust for
Health Insurers
#prghealthcare
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Today’s Speakers
Elizabeth Glagowski Executive Editor, Strategy Peppers & Rogers Group
Marc Ruggiano Partner,
Peppers & Rogers Group
Tom Lacki, Ph.D. Director of Research
Peppers & Rogers Group
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Event Logistics
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• Click the green PDF icon
Have a question for the presenters? • Click the red Q&A icon
Helpful tools • Click the gold question mark for help with technical issues
• Enlarge slides when needed
• Twitter Hash tag: #prghealthcare
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Agenda
What Health Insurers Are Facing Today
Why Trust Matters
Creating a Trusted Environment
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What Health
Insurers Are Facing Today
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US Healthcare Spending Leads OECD
Total Health Expenditure, Per Capita (PPP adjusted dollars)
Source: OECD Health Data (database) from Kaiser Family Foundation via http://facts.kff.org/ accessed on February 25, 2012.
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While Life Expectancy Lags Considerably
40
50
60
70
80
90
Source: OECD FactBook 2010; via www.oecd-ilibrary.org/ accessed on February 25, 2012.
Life Expectancy at Birth, Total (Number of Years)
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and Consumers Rate the Experience Poorly
Customer Experience Index (CxI) by Industry
Source: Forrester Research, The Customer Experience 2012
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Source: Peppers & Rogers Group research
Consumer Perception of Today’s Health Insurers
Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
The result is an environment of distrust …
43%
19%
38%
0%
10%
20%
30%
40%
50%
Distrusters Neutral Trusters
Re
spo
nd
en
ts
Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
… which puts all insurers at risk of consumer defection
The Affordable Care Act will offer options to the distrusting and disengaged
Source: Forrester Research
“How likely are you to switch
health insurance providers
next year?”
“You indicated that you are unlikely to switch
health insurers. Which of the following is closest
to the reason you are not likely to switch?”
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Consumers Describe the Ideal Health Insurer
Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Why
Trust Matters
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Looking Through the Trust Lens
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Levels of Customers’ Trust
“My health insurer can be trusted”
0 1 2 3 4 5 6 7 8 9 10
Distrusters Neutrals Trusters
Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Customers’ Trust in the Health Insurance Sector
43%
19%
38%
Distrusters Neutral Trusters
Trust
Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Trust Impacts the Perception of a Health Insurer
-3
-2
-1
0
1
2
3
Clear/Confusing
Easy/Difficult
Caring/Uncaring
Generous/Stingy
Fair/Unfair
Compassionate/Uncompassionate
Flexible/Inflexible
Helpful/Unhelpful
Believable/Unbelieveable
Effective/Ineffective
Warm-hearted/Cold-hearted
Fast/Slow
Cooperative/Combative
Friendly/Unfriendly
Informative/Uninformative
Reliable/Unreliable
Kind/Unkind
Superior/Inferior
Up-to-date/Outdated
Accessible/Inaccessible
Organized/Disorganized
Transparent/Secretive
Distrusters Trusters Source: Peppers & Rogers Group research
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Poll question
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Customers’ Trust in Health Insurers
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Customers’ Trust for Individual Health Insurers
0%
20%
40%
60%
80%
100%
Anthem BCBS United Healthcare
Aetna Humana CIGNA Kaiser Permanente
Res
po
nd
ents
Health Insurer
Distrusters Neutral Trusters
Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Share-of-Trust
Share-of-Trust = Trust in Health Insurer
Trust Capacity
Trust Capacity = Σ General Belief that Most People Can be
(a) Trusted, and are (b) Fair and (c) Helpful
3
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Share-of-Trust by Health Insurer
0.0 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 1.8
Humana
United Healthcare
CIGNA
Aetna
Kaiser Permanente
Anthem Blue Cross Blue Shield
Share-of-Trust
Hea
lth
Insu
rer
Source: Peppers & Rogers Group research
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Taking Action to Improve
Customer Trust
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The Basics
0
1
2
3
4
5
6
7
8
9
10
Does a great job of keeping the promises it
makes
Processes claims accurately
Demonstrates a high level of business
and technology innovation
that directly benefits me
Covers me when I'm traveling away from
home
Makes enrolling in the plan easy and
straightforward
Works well with my primary doctor's office
Is typically first to market with new
services
Rat
ing
Distrusters Trusters
Scale: 0 = strongly disagree, 10 = strongly agree Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Communications from the Health Insurer
0
1
2
3
4
5
6
7
8
9
10
Communicates clearly with me
Proactively alerts me to potential problems and issues that may affect my coverage
Provides easy to read statements and
explanation of benefits
Uses simple language and words I can easily
understand
Communicates with me on a timely basis
Sends me communications that
reflect my unique needs and interests
Rat
ing
Distrusters Trusters
Scale: 0 = strongly disagree, 10 = strongly agree Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Trust and Communication Frequency and Channel
0%
20%
40%
60%
80%
100%
Too little Just right Too much All of the time
Some of the time
None of the time
Res
po
nd
ents
Truster
Distruster
Volume of communication
from health insurer Amount of time health insurer
uses preferred channel of
communication
Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Communications with the Health Insurer
0
1
2
3
4
5
6
7
8
9
10
Representatives of my health insurer
listen carefully to my issues and concerns
I can typically solve any problem I am
having by contacting my health insurer
Representatives do an excellent job of
understanding complex issues
I am able to reach a representative of my
health insurer in a reasonable amount
of time
My issues, problems and concerns are
typically resolved in one contact
At the conclusion of a contact, I am
warmly and genuinely thanked
for being a customer
I am asked for feedback on my health insurer's
representatives each time I make contact
Representatives of my health insurer
apologize immediately when a
mistake has been made
Rat
ing
Distrusters Trusters
Scale: 0 = strongly disagree, 10 = strongly agree Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Goodwill
0
1
2
3
4
5
6
7
8
9
10
Focuses on doing the right thing for its customers
Demonstrates truthfulness and a high level of
believability
Has earned my respect Has a strong reputation for honesty and openness with its
customers
Places my interests above its own
Rat
ing
Distrusters Trusters
Scale: 0 = strongly disagree, 10 = strongly agree Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Reaping the Rewards of
Improved Trust
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Poll question
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Trust Impacts Commitment
0
1
2
3
4
5
6
7
8
9
10
Distrusters Trusters
Co
mm
itm
ent*
Example Items
I feel a strong attachment to my health insurer.
I am fully committed to my health insurer.
It is worth my effort to work closely with my health insurer.
My relationship with my health insurer is very important to me.
* Factor weighted mean of responses to 4 questionnaire items assessing “commitment.”
Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Trust Impacts Loyalty
0
1
2
3
4
5
6
7
8
9
10
Distrusters Trusters
Loya
lty*
Example Items Because my health insurer has created a strong, delightful customer experience for me, I have no need to look for better alternatives..
I anticipate that I will remain a customer of my health insurer for a long time. I feel a strong sense of loyalty to my health insurer.
* Factor weighted mean of responses to 5 questionnaire items assessing “loyalty.”
Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Trust Impacts Advocacy
0
1
2
3
4
5
6
7
8
9
10
Distrusters Trusters
Ad
voca
cy*
Example Items
How likely would you be to recommend your current health insurer to a friend or colleague? If asked by your health insurer to serve as an ambassador to your community on their behalf, how likely would you be to participate?
* Factor weighted mean of responses to 2 questionnaire items assessing “advocacy.”
Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Sensitivity of Outcomes to Trust
0.00 0.05 0.10 0.15 0.20 0.25 0.30 0.35 0.40 0.45
Kaiser Permanente
CIGNA
Humana
Aetna
United Healthcare
Anthem BCBS
Change in Outcome per Unit of Trust
Hea
lth
Insu
rer
Commitment Loyalty Advocacy
Source: Peppers & Rogers Group research
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Trust and Employment
0
1
2
3
4
5
6
7
8
9
10
I would recommend to my employer that we keep the same health insurer next year
If my employer switched to a different health insurer, I would try to find another job allows me to stay with
my current health insurer
Rat
ing
Distrusters
Trusters
Source: Peppers & Rogers Group research
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Trust Impacts Health Outcomes
0
1
2
3
4
5
6
7
8
9
10
Follow Doctor's Instructions Follow Health Insurer's Instructions Healthier Because of Health Insurer
Rat
ing
Distrusters Trusters
Source: Peppers & Rogers Group research
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Customers Value Trustworthiness
0%
10%
20%
30%
40%
50%
$0 $1-$25 $26-$50 $51-$100 $101-$150 $151-$250 $251 or more
Res
po
nd
ents
How much more per month, if any, would you be willing to pay in premiums for a health insurer with high levels of trustability?
Source: Peppers & Rogers Group research
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Why Trust Matters
In summary, …
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Creating a
Trusted Environment
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6 Building Blocks of Trust
Trust
Goodwill
Empathy
Transparency
Accountability
Competence
Customer Experience
Empowerment
Recognition
Anticipate customers’ needs, understand the context in which they present, and work to
deliver beneficial solutions
Proactively and reactively communicate openly with customers about information,
policies, decisions, and outcomes
Take ownership and action at the individual and organizational level when customers
encounter negative experiences
Deliver accessible, convenient, consistent, and credible experiences to customers
regardless of all else
Train, enable, and authorize employees to take actions that earn customers’ trust
Recognize and reward trust-building actions and customer-centric behaviors of high-
performing employees
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Customer Experience
Customer Experience as a Trust Driver
Can our customers reach us through their desired channels and complete their intended actions? ?
Do we measure our customer experience performance and its impact on trustability? ?
Do our customers receive the same messages and have access to the same capabilities across channels? ?
Do we ensure that we deliver on commitments we make to our customers (e.g. trackable confirmation numbers, scheduled follow-up actions, etc.)?
?
Are our customers served by trained, relevant, empowered, understanding employees? ?
Deliver accessible, convenient, consistent, and credible experiences to customers
regardless of all else
Trust
Goodwill
Competence
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2011 2012
1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12
Phase 1 Initiatives
Phase 2 Initiatives
Phase 3 Initiatives
Building a Platform for Trustability
1.1 High
Impact
1.2 Med.
Impact
1.3 Low
Impact
2.1 High
Impact
2.2 Med.
Impact
2.3 Low
Impact
3.1 High
Impact
3.2 Med.
Impact
3.3 Low
Impact
7 Initiatives
12 Initiatives
5 Initiatives
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Q&A Session
Elizabeth Glagowski Executive Editor, Strategy Peppers & Rogers Group
Marc Ruggiano Partner,
Peppers & Rogers Group
Tom Lacki, Ph.D. Director of Research
Peppers & Rogers Group
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
We’re Just Getting Started…
1. You will receive: “Creating a Healthy Level of Trust,” a special preview from Customer
Strategist, the executive journal from Peppers & Rogers Group
2. Join us for upcoming webinars in the “Trust” series: • “The Roadmap to Trustability” – March 28
• “The Social Media Agenda for Healthcare” – April 25
• “Case Study: Making the Consumer-centric Transformation” – May 17
3. Come visit our booth at World Healthcare Congress • April 16 – 18 in Washington, DC
4. Trustability Working Sessions • Schedule your own on-site working session for your colleagues
5. Follow us on Twitter @PeppersRogers
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
Q&A Session
Elizabeth Glagowski Executive Editor, Strategy Peppers & Rogers Group
Marc Ruggiano Partner,
Peppers & Rogers Group
Tom Lacki, Ph.D. Director of Research
Peppers & Rogers Group
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED
For more information please contact:
Marc Ruggiano Partner
[email protected] +1.203.989.2189 (office)
Tom Lacki, Ph.D.
Director of Research
+1.203.989.2199 (office)
COPYRIGHT ©2012 ALL RIGHTS PROTECTED AND RESERVED