Customer Insights for a Health Insurance Company
In order to improve services along the customer journey, the jobs-to-be-done framework, introduced by A. Ulwick, provides companies, also health insurances, with a good basis to detect possible areas for improvements. The underlying analysis method for this theory is a field survey, asking participants how important a certain service is and how much they are currently satisfied with its execution in the general market. Out of this survey, the opportunity areas state where the health insurance company can still make some improvements and in which area services are fulfilled well.
Michèle Ritter, 2019
Bachelor Thesis, Swiss Health Insurance Company
Betreuende Dozierende: Nikolina Fuduric
Keywords: Marketing, Customer Service, Jobs-to-be-done, JTBD, Service Improvement, Customer Experience, Customer Journey, Expectation Management, Health Insurance
After re-launching its corporate design and website in the past years, the health insurance company aims to work towards simpler and more convenient online solutions for its clients as well as improving existing services. The Swiss health insurance endeavors to implement new approaches in order to improve customer-oriented design and provide the necessary services to their customers. Along this way, many projects focus on either technical improvement to reach the business goals as well as conceptual projects, where the new customer center is designed in its appearance as well as its functionalities.
Amongst these goals they focus on improvements towards customer centered approaches, meaning that features as well as services shall only be implemented if they provide an advantage for the customer. In order to be able do so, the company seeks to get more information on what customers want and in what areas of processes and services improvements can be made in order to create a positive customer experience.
The thesis consists of two main parts. The first part covers the general literature presenting the company with information about the Jobs-to-be-done model and background knowledge of why knowing exactly what customers want is crucial. Within the literature review, the work of three relevant authors in the area of Jobs-to-be-done will be presented as well as an outline of the main process of such an analysis.
Further, as a second part, the Jobs-to-be-done approach will be applied with the health insurance provider. At first, qualitative and anonymous interviews were conducted with at least 4 customers out of a respective target segment to get a basis for the survey at the end. The results of these interviews will be summarized in a so-called “Jobs Map” and will be the basis for the quantitative approach that follows the process.
As a last step, the gathered information will be converted into useful statements that will be presented to the broader public within a quantitative survey. With the quantitative survey, customers will be asked to rate the statements about health insurances according to their importance and perceived satisfaction at the moment. Important to notice is that with the Jobs-to-be-done model not only existing customers are in the focus of the survey, but also people currently insured with a different health insurance provider. Therefore, the aim is to gather information from the company customers as well as from the general market.
During the process of conducting a JTBD framework, six main opportunity areas were detected:
- Personalize services
- Supporting customers in entering new contracts
- Structure product informations in a way that customers can understand them
- Providing an easy way to place bills and other documents online
- Providing an easy way to download only the necessary / relevant documents
- Notification of successful refund payments
Even though these six opportunity areas were the result of the survey, the opportunity scorings of these services are already rated good. Compared to other industries, customers seem to be satisfied in general and only have little to complain. However, focusing on the detected areas will help increase customer's service perception and increase the chance of a long-term customer relationship.
The company will be able to take out the above-mentioned fields of improvement to include in its current projects internally. Further, the free statements that customers were able to give at the end of the survey will be a valuable input for the upcoming tasks as well.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation