How to deliver superior customer experiences with your vendors, partners and outsourcers David M. Johnson © Prime Therapeutics LLC CONFIDENTIAL Vendor Relationships What if…. You could deliver superior customer service through collaborative vendor partnership? Your customers were unable to differentiate between internal and external centers? Your partners shared your vision, your values and your purpose? All agents shared the same purpose? © Prime Therapeutics LLC CONFIDENTIAL 2 Vendor Relationships Prime Therapeutics’ purpose Accountability To help people get the medicine they need to feel better and live well Customer centricity Teamwork © Prime Therapeutics LLC CONFIDENTIAL 3 Vendor Relationships Goal To have a partner that does whatever it takes to serve your customer. © Prime Therapeutics LLC CONFIDENTIAL 4 Vendor Relationships Simple and necessary Selecting a partner who is willing to work together, not just for you – What does that look like? Engaging with your partner with open and transparent communications – How do you do that? Including your partners in internal operations meetings – Builds a strong foundation of trust – Benefits both organizations Ensuring that your Statement of Work defines clear expectations – Benefits of doing this? Regular Operations Reviews – Measure what you expect © Prime Therapeutics LLC CONFIDENTIAL 5 Focusing our employees on our members Our culture - shared © Prime Therapeutics LLC CONFIDENTIAL 6 Member service Integrating across the agent network Prime’s Let’s Be Clear approach 8 Step call strategy 5 Words First call resolution Empowered Agents © Prime Therapeutics LLC CONFIDENTIAL 7 Customer Service How it works Our philosophy: member centric approach Prime’s Customer Service team focuses on customer care Focus Purpose First Call Resolution (FCR) Provides the member’s perspective on our ability to resolve the reason for their contact during a single call Call Strategy The call strategy focuses on soft skills and overall member interaction. It is directly linked to increasing First Call Resolution, high satisfaction and low effort Agent Effectiveness Provides the member’s perspective on the agent’s courtesy, willingness to help, and ability to explain things clearly Non-interaction Time Non-interaction time (NIT) is measured in order to limit the time an agent is unavailable to interact with our members Agent Adherence Ensures representatives are available on phones as scheduled to serve members and ensure short wait times Turn Around Times Ensures complex and/or escalated member issues are handled efficiently and with completion, within specified times and according to procedures © Prime Therapeutics LLC CONFIDENTIAL 8 Fix it; don’t forward it Empowering employees to solve problems – Specialized cross-functional team owns issue resolution – Call center agents are empowered to say “I will fix this for you” – Call center agents can authorize free next-day shipping and approve reimbursements © Prime Therapeutics LLC CONFIDENTIAL 9 Member experience Delivering value It’s about member experience Making it easy: Recent Harvard Business Review study finds reduced customer effort drives customer loyalty1 Customer effort “Prime’s approach to member experience is focused on reducing the effort customers must make by…” − anticipating needs − addressing emotions − focusing on problem solving 10 © Prime Therapeutics LLC CONFIDENTIAL Customer loyalty Prime’s After-Call survey measures members’ response on how much effort required to resolve their issue Results are used to identify and drive improvement opportunities Escalation processes to reduce member effort and recover service 10 Focusing our employees on our members What does this drive? Higher loyalty More satisfied members Fewer disruptions A better customer experience © Prime Therapeutics LLC CONFIDENTIAL 11 Focusing our employees on our members Is it working? Measured 23% . Decrease to our net effort score 8% . Increase to our ease of use © Prime Therapeutics LLC CONFIDENTIAL 14% . Increase to our helpfulness of information 12 Member experience How it works Proactive assessment Surveys, monitoring and professional consultants provide a wealth of data After-Call Survey Internal Monitoring External Survey Voluntary survey offered at the end of each call Internal measurement of each call monitored in Verint SQM conducts third party post call member surveys Member transfers directly to survey Focuses on the results and interaction with the agent from the member’s perspective Benchmarks Prime with other health care call centers Five questions rate the agent, call resolution, and loyalty Application in Verint records results Rating scale from a more than to a less than satisfied experience Results help identify opportunities to serve the member better and enhance business practices 13 © Prime Therapeutics LLC CONFIDENTIAL 13 Vendor Relationships What if…. You could deliver superior customer service through collaborative vendor partnership? Your customers were unable to differentiate between internal and external centers? Your partners shared your vision, your values and your purpose? All agents shared the same purpose? © Prime Therapeutics LLC CONFIDENTIAL 14 Focusing our employees on our members Is it working? #1 Measured in overall client satisfaction* *2014 Pharmacy Benefit Management Institute survey © Prime Therapeutics LLC CONFIDENTIAL 15 Focusing employees on our members Your culture, their culture Companies with energized, motivated employees make an extra effort to create a superior experience for customers, who in turn reward the company with intense loyalty and contributions to its profit growth. © Prime Therapeutics LLC CONFIDENTIAL 16 The Rest of the Story APPENDIX © Prime Therapeutics LLC CONFIDENTIAL 17 Member experience How it works Prime contact center network Member Services at Prime: Prime has networked contact center locations in the US • 8M calls per year • 170K member interactions / week • 7 minute average member handle time • 11.7 seconds to answer call • Less than 1.3% abandon rate Omaha, NE Omaha, NE Albuquerque, NM Denison, TX Tucson, AZ Irving, TXTX Irving,, Lubbock, TX © Prime Therapeutics LLC CONFIDENTIAL 18 Member experience How it works Contact center staffing and roles Contact center handles members needs and claims processing issues with retail pharmacies Approximately 800 customer service staff 1:15 supervisor to agent ratio ensures appropriate coverage and speed of response Contact center role Function Member Service Agents (MSAs) Member inquiries Pharmacy Help Desk Agents (PSAs) Pharmacist/Provider inquiries for retail and mail Supervisors and Managers Lead daily contact center operations. Resolution Specialist Agent (RSA) Next level agent assistance and escalations (member); ensures consistent and professional member and client communications Account Specialist Provides direct assistance for Client Engagement and Blues plans in resolving escalated issues Service Recovery Resolution Specialist Provides detailed research and follow up directly to members, plans and other entities. Service recovery to retain member loyalty. © Prime Therapeutics LLC CONFIDENTIAL 19 Member experience Delivering value Service excellence starts with selecting people for success Structured recruiting and on-boarding process ensures we acquire friendly talented people who are service oriented and eager to help Initial candidate screening includes listening for personality, soft skills, speech patterns, professionalism Next phases of screening include online testing, two rounds of face to face interviews, extensive background and drug testing © Prime Therapeutics LLC CONFIDENTIAL 20 Member experience Delivering value Building our service team New hire training 4 weeks “experiential learning” training; task–driven with problembased learning Immediate focus on soft skills, empathy and advocacy, with ongoing reinforcement Additional 2 weeks of “Learning Lab” live call training and assessment environment Client implementation Prime’s dedicated trainers develop customized training materials that drive understanding of client’s culture and service requirements We use experienced agents to anchor our implementation process © Prime Therapeutics LLC CONFIDENTIAL 21 Member experience Delivering value Ongoing development is a major focus Coaching for success – Quality monitoring and feedback on member interactions – Incorporating member feedback for targeted coaching Individual Development Plans – Targeted to specific areas of skill – development in current role Development of skills for career path Ongoing refresher training Training and development plans for support and leadership roles © Prime Therapeutics LLC CONFIDENTIAL 22 Member experience How it works Managing talent Prime uses a balanced scorecard approach to managing supervisors and agents. The scorecard measures: – – – – Call accuracy First call resolution CSR satisfaction Non-interaction time 8 Step Call Strategy designed to guide the agent through the call and ensure members issue is resolved on the first call Daily, weekly and monthly dashboard reporting tracks progress against personal and corporate objectives © Prime Therapeutics LLC CONFIDENTIAL 23 Contact information David M. Johnson Sr. Director Member Services 972.630.1339 © Prime Therapeutics LLC CONFIDENTIAL
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