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)

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
Ernan Roman Marketing”.
President, Author of the widely read blog, “Ernan’s Insights on Marketing Best
Ernan Roman Practices”, (www.erdm.com).
Direct Marketing
ERDM provides Customer Experience Marketing consulting services for
Corp. (ERDM)
companies such as IBM, MassMutual, QVC, NBC Universal, Microsoft, Hewlett-
ernan@erdm.com
Packard, and Symantec Corp. ERDM has conducted over 9,000 hours of in-depth
www.erdm.com
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”.

Kris Gates
AVP, Customer Experience Marketing
MassMutual

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
AVP, Customer Kris Gates joined MassMutual in 2006 and is currently AVP of Customer
Experience Experience Marketing for the Retirement Services Division. His current
Marketing, responsibilities include developing and executing strategies for the
MassMutual 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.

kgates@massmutual.com
www.massmutual.com

Eric Greenberg
EVP Marketing
Life 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.
Eric Greenberg
EVP Marketing
Before joining LLSA in 2003, Eric, was President of DMM Partners, a direct
LifeLine Screening
marketing consulting practice. He also was Co-President of InteliHealth, a
joint venture of Aetna US Healthcare and Johns Hopkins University.

EGreenberg@llsa.com
www.lifelinescreening.com

Steven Shapiro
Director, Global Relationship Marketing
Symantec

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-
Steven Shapiro
based applications, and software-as-a-service solutions for such companies
Director, Global
as Gemstar-TV Guide, UpShot, McAfee, and Symantec.
Relationship
Marketing
Steven has continually championed improvements through tenacity,
Symantec
passion, innovation, and an unrelenting need to understand.

Steven_Shapiro@symantec.com
www.symantec.com

Joe Leader
Vice President, Strategic Business Development
PossibleNOW

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.
Joe Leader
Vice President, Previously, Joe led marketing efforts at a technology company ranked #2 on the
Strategic Business Inc. 500, growing a new division from zero to $150 million in revenue and later
Solutions selling the division to a multi-billion dollar company. At a Fortune 1000 high-
PossibleNOW 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.

jleader@possiblenow.com
www.possiblenow.com

Doug Stein
President
HMS 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.

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

dstein@hmsnational.com
www.hmsnational.com

Welington Fonseca
Head of CRM
Gilt 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.
Welington
Fonseca Previously, Welington was a Vice President of Marketing at Lord &
Head of CRM, Taylor, overseeing its customer acquisition and retention programs both in-store
Gilt Groupe and online, and a Director of Marketing at Toys “R”Us, where he managed all
wfonseca@gilt.com “R”Us guest programs.
www.gilt.com
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.

wfonseca@gilt.com
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

Amazing Opportunities for
Engagement

Business Insider
5/17/12

Overview

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

Overview

New York Times App

New York Times 10/3/12

Overview

Pictures
live from
the event


Overview

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

 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”

Overview

Amazing Technology

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”.
Overview

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

Microsoft’s success:

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

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-Packard
Americas Advertising and
Direct Marketing Manager

Overview


HMS National, Inc. Life Line Screening

25% 50%* increase in 50% 65%* growth in
average renewal rates returning customers
*updated 9/21/12 *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

Powerful Alternative: Customer Experience Marketing

Definition*:
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”.

* Ernan Roman Direct Marketing, 9/21/12

Overview

The VoC-Driven CEM Process

CEM is a process Companies who
Goal is to achieve implement the CEM
that
in-depth process consistently
values, and is
relationships based achieve double-
guided by, the
on understanding digit increases in
insights of
how customers and response, revenue
customers
prospects define and retention.
and prospects.
their expectations Includes Microsoft,
for relationship, NBC Universal,
relevance and IBM, HP,
engagement . and mid-size
companies.

Overview

4-Step Voice of Customer-Driven
CEM Process for Achieving
Consistent Double-Digit Results

Step 4: Step 2:
Online and Opt-In
Social Engagement

Step 1:
VoC
Research

Step 3:
Multichannel
Marketing
Overview

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 Step 1:
web, digital, email, offline VoC
media and customer service call Research
centers.
These insights enable
development of customer
driven Engagement Strategies
and Action Plans.

Overview

Step 2
 How to Create Powerful
Opt-In Databases to Drive
High Impact Personalization
Strategies
 Definition: VoC-driven process Step 2:
for engaging customers/ Opt-In
prospects to Opt-in and Engagement
self-profile their
preferences, thus creating Step 1:
uniquely accurate Opt-in VoC
databases. Research

Overview

Important!
Opt-in is not
about passively
agreeing to
receive email.

It’s about actively opting-in to a
relationship and self-profiling your
preferences and aversions.
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 Step 2:
mix, per individual preferences. Opt-In
Engagement

Step 1:
VoC
Research

Step 3:
Multichannel
Marketing

Overview

Step 4
 How to Increase the Power
of Your Online and Social
Media Marketing
 Definition: Digital media
represents not just a means
Step 4: Step 2:
for selling, but a unique way to
Online and Opt-In
create or improve relationships. Social Engagement
 Selling is a by-product of the
quality and mutual benefit of Step 1:
those relationships. VoC
Research

Step 3:
Multichannel
Marketing

Overview

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 ensuring
personal 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

This economy and
social media have
profoundly changed
Don’t buyer’s priorities and
re-engineer expectations.
your relationship If you have not
marketing recalibrated
strategies from strategies within the
the isolation past 12 months, you
are out of sync with
of your your customers.
conference
VoC insights ensure
room. . .
you develop truly
customer-focused
strategies to drive
relevance and
revenue.


VoC Learnings

Question Answer

Which has more impact on Engagement/Relationship
retention and repeat strength has 12 times more
purchases; influence on retention and
Customer Satisfaction or repeat purchases than
Customer Satisfaction.
Engagement/Relationship?
Satisfaction is a minimum
expectation.


VoC Learnings

Question Answer

Which is a more significant Engagement/Relationship
driver of word of mouth strength has 18 times more
recommendations; influence on word of mouth
Customer Satisfaction or recommendations than
Engagement/Relationship? 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.


Customer Engagement

“…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


VoC Learnings
1. Providing Value
“Self-serve makes
“Don’t just sell me it easy for you, not
the service. Provide the customer.”
ongoing value at key
times.”

“Email blasts
“The quality of your do not equal
service is key to ‘relationships’.”
how we judge you.”


VoC Learnings
2. Relationships
“The fastest way
to be forgotten is
“We buy. You disappear to buy from you.”
without a trace.
Oh, except for the
monthly bills.”

“Relationship?
You guys are about
‘buy and die’!”


VoC Learnings
3. The Web

“When you tell me
“An easy navigation
“I don’t just want to to go to the web for
and commerce
transact. I want to service, especially
process is a
connect with your when I am growing
minimal
company, your old waiting for a
competency. . . You
brand and your phone rep, what I
better be at least as
community.” hear is, ‘Go. . . help
good as Amazon.”
yourself.”
In Step 4, we’ll analyze the site BtoB magazine ranked
#1, and see how it compares, per VoC
Research findings.

VoC Learnings

4. The Importance
of Community

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

times as times as This represents a
often long 45 time increase
in loyalty!


 Community-
driven, online
marketer specializing
in
According to the Sloan Management Review:
T-shirts designed
by members of 95% of those purchasing from Threadless.com
the community. have voted and posted comments…before
 Community is made making a purchase.
up of 3 groups:
1. Purchasers Results:
2. Designers • Over 1 million users,
3. Reviewers • Over $30 million dollars in annual sales,
• Approximately 30% margins.


VoC Learnings
5. 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 Learnings
6. 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 • To “CMR” and “customer-
“managing” customers. . . to managed” relationships.
which has had a high
failure rate. . .

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 • How your customers define a value-
on just transactions with customers, added and competitively differentiated
to a deeper engagement based on a relationship with your company.
broader understanding of their needs. • Effective value propositions for
• The critical issues facing decision makers engaging customers in an Opt-In
in this economy, as they evaluate your relationship with you, so they will trust
product or service. you with their detailed self-profiled
• Steps in the decision-making process. preferences.
• Who are the decision makers and the • What info and how much info
empowered influencers. customers/prospects will self-profile
based regarding their preferences.
• What information and offers are most
effective at each step and via what mix • This information will populate your
of channels. 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

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
AVP, Customer Kris Gates joined MassMutual in 2006 and is currently AVP of Customer
Experience Experience Marketing for the Retirement Services Division. His current
Marketing, MassM responsibilities include developing and executing strategies for the
utual 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.

kgates@massmutual.com
www.massmutual.com


CASE STUDY

Transforming Your Customer Experience


MassMutual MMRS by the numbers
Retirement Services 1.37 million consumers from 7,000 plans
A division of MassMutual
1,100 employees (40 in marketing)
Life Insurance
Company, Fortune 101. Average consumer age = 42
Leading provider of Average consumer account balance = $36k
employer sponsored
retirement plans
Average savings rate = 5.25%
including, 401k, 403b, pens
ions, etc.
Help the American worker Our priority is consumer retirement readiness,
be better prepared to fund defined by their ability to generate 70-80%
their retirement. replacement income during retirement,
Distribute to employers so the American worker can retire with dignity
through 3rd party financial
advisors. Once the B2B
sales process is How can we accomplish this?
complete, the product is
available to consumers
(employees).

Currently in a position of Strength
Record 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 history
Consumer communication & education experience ranked #1 by Financial Advisors
So, what’s the value of a VoC investment now?
To sustain our competitive advantage
Despite our efforts, Americans are not prepared to fund their retirement
24% Only 24% on track
for retirement
(replacing 80%+ of
current income)
34% will reach 60-80%
76%
only with social
can make adjustments
security included now that will allow them
42% will not be
to retire by age 67
retirement ready
by age 67


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

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

Gen Y

Gen X

Boomers

So, why do a VoC Things to Consider The VoC
program? Before Launch Process
We want to do better Include the right stakeholders,
for our customers. get their buy-in Determine objectives.

Qualitative vs. Internal or external execution Set budget and
quantitative insights. timeline.
Interview length, sample size
Interactive / in-depth Determine your
Sample mix, does it mirror audience
Answer “why/how?” your customer base/target
questions. markets Develop key
questions.
Test ideas prior to any Difficulty and cost of
recruiting Conduct interviews.
investment.
Customer Data… it’s never as Analyze findings.
Protect our market good as you think
leadership position.


Our VoC Objectives

Determine barriers for retirement planning at various ages
Why 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
MassMutual
Audience Research Sample
The research sample included the following groups of respondents.
Who 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?


Develop Key Key VoC Conduct
Questions Question Funnels Interviews
Limit to major topics Brand Image? 156 one hr. interviews.
to allow for in-depth Relationship with MM? All by phone with a
probes & discussion
Retirement Planning? professional
within the 60 minutes.
interviewer.
Develop/Review Information & Tools?
Interviews recorded;
Interview Guide. New Welcome Program? “best of” listened to by
Evolve based on
Personalization? management team.
learnings.
Positive Incentives for Debriefs for strategy
Should the customer
Savings Goals? ideas and revised areas
come prepared?
for probing.
- Deeper thought vs. gut
3 Things MM should
feelings. prioritize?

59 Step 1: VoC Research

VOC Results
Key Learnings
Our customer service experience is very
• Interviews were positive.
completed end of
Feb.
Overall engagement is low.
• Preliminary insights
& action steps
completed end of Customers request more proactive,
March personalized communications.

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

Few customers were adequately
prepared for retirement.


VOC Driven Action Items

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


Step 1

VoC-Based Enrollment/Transfer Process

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.

Providing an
overview of the
“Next Steps”
process during this
initial phase will
better prepare them. Conducting a “Needs
Assessment” will help
to target appropriate
lifestage information
and education.


Step 2

VoC Insight
Interacting 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.

New Customer Welcome Program

Customers wanted Customers wanted to Customers reported Customers wanted to
to be able to schedule specify how they met with that they would be able to meet in a
a call, to ensure MM: via phone, online appreciate having group
convenience, and give chat, texting, emailing, written materials setting, followed by
them time to prepare. or even Skyping. sent for reference. the option to meet
individually.


Step 3
Proactive, Ongoing Customer Touches

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

Introduction
VoC Insight Retirement Retirement to Your
Most customers would welcome Retirement
occasional touches by
MassMutual. Webinars
These touches should focus Help reading
on offering education and statements
information about their
accounts, about MassMutual
processes and policies
(i.e. how to change their savings
amount) and retirement
planning in general.


Step 4
VoC 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.

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.

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

Step 5
VoC Insight
Respondents 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.

“Next Steps” (Terminated) Plan

Allow the customer The customer should be Send a summary
to schedule a able to select the channel of the meeting
meeting at they prefer for the for reference.
their convenience. meeting: phone, Skype,
online chat, etc.


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 Greenberg
EVP Marketing
Life 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-
Eric Greenberg
consumer healthcare companies.
EVP Marketing
LifeLine Screening 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.

EGreenberg@llsa.com
www.lifelinescreening.com


Gaining an In-Depth Understanding
of Customer Requirements
CASE STUDY


Life Line Significant number of customer touch
Screening points
Leading provider of • Nearly 1 million people screened per year.
community-based • 2 million phone calls.
preventative health • Screen in 15,000 community locations.
services.
• 90 million direct mail letters.
Provides affordable, • 1 million “Results” letters.
high-quality screenings that
are essential to the early • 1 million email subscribers.
detection of risk for
stroke, heart
disease, diabetes, osteopor Strategic priority is customer
osis and other conditions. retention.
The direct-to-consumer Goal: Double the number of
model is at the forefront of returning customers from 2009 to 2012.
the consumer-driven
healthcare.
How to accomplish this?


Why do a VoC VOC Planning The VoC
program? Process
Internal or external
A satisfied customer is execution. Determine objectives.
not always a returning
Set budget and
customer. Length of interviews. timeline.
Qualitative vs. Sample size quantity. Determine key
NPS, quantitative
segments.
insights. In-person vs. telephone
interviews. Develop key
Interactive / in-depth.
questions.
Answers the Geographical considerations.
Conduct interviews.
question, “why?” Difficulty and cost of
recruiting. Analyze findings.


VoC Objectives

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.

Make sure learnings are actionable!


Develop Key Key VoC Conduct
Questions
Questions Interviews
How did you hear about us?
Limited number of Why did you come? 48 one-hour interviews.
questions (35-40) in
Influencers? Mix of recent and
one hour.
Strengths / Weaknesses? 12-18 mo. buyers;
Determine who the Credible / trusted? single/multi-buyers
interviewer will be.
Expectations? All by phone with
Develop Interview Likely to come back? professional
Guide. interviewer.
Pre-screening/Post-screening
Does/should the experience Interviewers recorded;
customer be prepped Communications and contact “best of” listened to by
in advance strategy management team.
- Interview Guide What do you tell friends?
- Marketing materials


VoC confirms
Key Findings NPS
Scores, setting
the foundation
for
• LLS has created a valuable service and is perceived by comprehensive
many as their advocate and trusted resource for their health. action plans.
• 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-Driven Action Plan

Create a higher value Established, for 1st Call Center moved Increased
customer experience time, Director of from Operations Customer
at key points Customer Experience to Marketing Segmentation

Pre-screening Looks at process Recognition of its Call Center
holistically importance Pre-screening
During the
screening Established Revision of success process
Customer Listening Ongoing
Post-screening post metrics
communications
Owns Customer Change in that are tailored to
Service Function compensation, recr each individual’s
uiting and hiring medical history and
Substantial outcomes
improvements in Product
profitability Development


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

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