LITTLE ROCK, Ark. (June 7, 2017) — Arkansas Blue Cross and Blue Shield was twice recognized in May for its customer experience efforts. Customer experience (CX) is the journey a customer has with a company’s brand. For health insurance customers, that journey can be fraught with emotional and financial concerns. When more individuals began buying insurance after the Affordable Care Act, the company decided to minimize such challenges and make the process simpler, more efficient and soothing.
“To define what the ideal CX journey looked like for our customers,” said Genny Burleson, CX coordinator for Arkansas Blue Cross, “the company needed a culture change – to shift from the idea that customer service is solely responsible for a customer’s experience, to one where everyone in the company could help make things easier for our members.”
An internal communications plan to promote this shift, titled the “Make it Simple” makeover, encouraged employees to find ways to address the emotional, financial and lifestyle needs of its customers. The Customer Experience Professionals Association (a global, nonprofit organization that develops CX standards and best practices) recognized the “Make it Simple” makeover as one of nine national finalists for their Innovations Awards.
The culture shift inspired a number of projects in the company, including one where 20- page welcome kits were replaced with a simplified quick start guide. Loyalty360, which honors brands for building lasting relationships with customers, bestowed the guide with a silver Customer Insights award for using customer data and feedback to create innovative
“The ‘Make it Simple’ makeover helped employees fully embrace the CX mindset. To achieve this level of recognition is pretty impressive, especially since we only have one full-time CX employee. We’re glad to know we’re on the right track, and we look forward to implementing more changes that benefit our customers,” said Curtis Barnett, president and CEO of Arkansas Blue Cross.
To learn more about the how the company became customer-centric, visit their newsroom
article, “Arkansas Blue Cross: nationally-recognized and award-winning CX leader.”
About Arkansas Blue Cross and Blue Shield
Founded in 1948, Arkansas Blue Cross and Blue Shield, an independent licensee of the Blue Cross and Blue Shield Association, is the largest health insurer in Arkansas. Arkansas Blue Cross and its affiliates have more than 2,700 employees.
The Blue Cross and Blue Shield Association is comprised of 36 independent, community-based and locally operated Blue Cross and Blue Shield Plans that collectively provide healthcare coverage for nearly 106 million members — one in three Americans.
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About the Customer Experience Professionals Association
The Customer Experience Professionals Association is the premier global non-profit organization dedicated to the advancement and cultivation of the Customer Experience profession. The CXPA increases the impact and visibility of Customer Experience professionals, facilitates effective member-to-member sharing and establishes respected standards.
Founded in April 2011, the CXPA has more than 65 Corporate Members and 4,000 customer experience professionals in its community. For more information, visit www.cxpa.org.
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