Helping Blue Cross
Blue Shield of Michigan Socialize Customer Insights
The Affordable Care Act ushered the entire health care industry into a new era with more individual consumers purchasing health insurance. Faced with the challenge of getting thousands of employees to internalize customer centricity, BCBSM decided to create the Customer Experience Room (and other learning experiences) to begin embedding customer understanding across the entire enterprise.
The Customer Experience Room
The Customer Experience Room — a 300-sq. ft. mobile, interactive environment — toured 10 corporate locations over 90 days, allowing more than 6,000 (or 60%) of its employees to “walk in the shoes” of the three key personas.
Features included areas with demonstrations of digital user experience improvements, recordings of real-life customer calls with representatives, and a hands-on station that built empathy by enabling employees to experience a simulation of vision and hearing impairment.
I’m proud to have been part of the core team that helped to develop and execute this project in partnership with BCBSM. The Customer Experience Room won a Forrester Outside In Award for Excellence in Customer Understanding as well as a CX Innovation Award from the Customer Experience Professionals Association.
