how blue cross blue shield of illinois wows customers...

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How Blue Cross Blue Shield of Illinois Wows Customers Through Mobile InnovationPatrick Feeney – Director Mobile and Emerging Technology

@pdf1974 - @bcbsil@pdf1974 - @bcbsil

Agenda

2

1. Intro to BCBSIL

1. Mobile Defined

1. Customer Journey

1. Mobile Strategy

1. Innovation

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13millionmembers

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Challenges& changesin the industry W

ha

t W

e S

ee

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Agenda

5

1. Intro to BCBSIL

1. Mobile Defined

1. Customer Journey

1. Mobile Strategy

1. Innovation

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Why mobile?Why now?

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50% of member interactions are digital

Imp

act

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Mobile Philosophy Not replacing call center

Not forcing mobile

Consistency in channel

Complimentary

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Decidedly intimate devices for people

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Simple

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More affordable

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Moreaccessible

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Measurable benefits

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Agenda

14

1. Intro to BCBSIL

1. Mobile Defined

1. Customer Journey

1. Mobile Strategy

1. Innovation

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Primary Targets

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The Mobile Managed

The Whiz Bangs

The Late Bloomers

The Hesitants

The Lost Causes

11% 21% 24% 20% 24%

Primary Targets Non-TargetSecondary Targets

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Meet Sarah 26 years old

Graduate program at Northwestern

Self professed Apple geek

Goes for daily jogs through the park

Still on her parent’s insurance

No

n-m

emb

er J

ou

rney

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Sarah sees a sign saying she could win a race day giveaway

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She texts in to play theBCBSIL Scratch-N-Win

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Sarah is a lucky winner! And signsup for Wellness content

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A week later she receives her firstBCBSIL Wellness message

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Two weeks later Sarah is asked to personalize her experience

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After a couple months, Sarah decidesit’s time to start shopping

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And after doing research, she wantsto talk to a representative

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Sarah’s seamless journey

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TransactionEngagementAwareness Loyalty

Sweepstakes Alert NotificationsMobile Web mCommerce

Sponsorship

Street Teams

Out of Home

Retail

Dig

ita

l T

ou

chp

oin

tsO

ffli

ne

To

uch

po

ints

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Meet Jane 43 years old

VP of Human Resources

Married with two children

Manages the family finances

Stocks her kitchen w/ organic food Mem

ber

Jo

urn

ey

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Jane receives a direct mail piece and decides to text in to sign up

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639-01

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639-01 639-01

Jane completes her enrollment by selecting her preferences

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639-01

She saves her ID card toher mobile wallet

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She sees the back of the Pass contains her personalized content

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Copay InformationAccess to

phone numbersPreferred doctors

and locations

Copays:

Office Visit: $10

Emergency Room: $150

Specialist $30

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A month later, Jane visits the hospital and her ID card appears

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Her experience comes full circle with a message about her claim

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Jane’s seamless customer journey

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TransactionEngagementAwareness Loyalty

Alert

Notifications

Print

Dig

ita

l T

ou

chp

oin

tsO

ffli

ne

To

uch

po

ints

Mobile

Web

Native App

Mobile

Wallet

Location Based

Servicing

Direct Mail

Out of Home

Retail

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Agenda1. Intro to BCBSIL

1. Mobile Defined

1. Customer Journey

1. Mobile Strategy

1. Innovation

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Key ingredients for the

mobile strategy: Maturity of the user

Maturity of the technology

Maturity of the data

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Shiny Object Syndrome

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I need

Responsive

I need

Pinterest

I need

Hashtags

I need Audio

Watermarks

I need

Geo-Mobile

I need

Gamification

I need

QR Codes

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The “field of dreams” approach

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Mobile Messaging

Mobile Web Apps

SMS/MMS

Opt-in, Direct Digital Marketing

Email Marketing

Mobile-browser-friendly Sites &

Pages

Information & Interaction

M-Commerce

iPhone, Blackberry,

Android, Palm, etc.

Silo’d Audience

Rich Experience

Mobile Ads/Search

Misc/Legacy Content

Emerging/Location-

Based

Mobile Search

Mobile Banners

SMS Subscriptions

Apps

New Platforms (iAd)

Video

Games

Music

Ringtone & Wallpaper

Downloads

Content Curation

2-D codes

RFID

Bluetooth

GPS

Location-Gaming

Mobile Social

Siri

Device Monitoring

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Mobile service and wellness alerts

How is BCBSIL using mobile today?

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Native app

Mobile web

Mobile preferences

~ 10,000 SMS messages per day 15% of visits are mobile

7% of users signed up for SMS 2,800 monthly downloads

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Agenda1. Intro to BCBSIL

1. Mobile Defined

1. Customer Journey

1. Mobile Strategy

1. Innovation

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Shiny Object Syndrome

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New Technology New Knowledge New Trends

The transformation ofnew ideas

Products Processes Services

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Process

Consumer / Business insight drives progression.

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Idea CreateConcept Full ReleasePilot

ValidationBetween Each Stage

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Ideate

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EmergingCompetitive

GapsEfficiency /

UsabilityDisruptive

Evolutionary Revolutionary

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Team Structure

1. Product Owner

2. Multidisciplinary Team(s)

3. Subject Matter Experts

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Product

Owner

Business

Analysts

Interaction

Design

Messaging /

Content

Technology

Aesthetic

Design

SME

SME

SMESME

SME SME

SME SME

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Making mobile stick and work Do you throw grass seed out the window

and hope it grows?

Or plant seeds where you know

it will grow?

Let’s talk about our approach

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