Jacada Visual IVR and Humana Health Insurance

Jacada Visual IVR and Humana Health Insurance


It is a challenge that we have is many of
our Medicare members in Humana they like to call, and so we have a gap between
those who like to call and those who don’t. Like the emerging Medicare members
who do not want to call. And when I looked at how are we going to solve that? Consumer needs and consumer expectations
are really driving the space to digital transformation especially within
healthcare they have experiences that they’re getting in retail for example
and that transference is being fully expected in healthcare. And so the
greater that we get ahead of that as a healthcare industry and as an
organization to ensure that we’re tapping into meeting expectations
consumer expectations and then pairing our ability to meet them with
capabilities that they are used to and are familiar with in retail it’s going to be
imperative for us to do that. You know a really neat capability that we’re
driving in Humana is called Fast Path that we we’re developing with Jacada.
Instead of rethinking that IVR process, we rethought how do we actually come to
the table with the consumer and what is it they want to do and so
tapping into Jacada’s technology and capability it was really good for us to
say “you know what let’s try a capability that they’re not familiar with that
allows them perhaps to reconsider why they’re calling us and we consider even
why they would touch it an IVR” For us, that was a glimmer of hope of how to
address a very severe painful experience in the IVR and change that. That’s one
application or Fast Path, the other application of how we can do and use it
is not through IVR, but also that contextual switching between digital
channels. So, for example, if we have somebody who’s looking on the web, how can we
contextually switch over to a Fast Path capability that you can do online too, and
complete that transaction. So it allows us to look at all of the transactional
sort of capabilities and interactions that our consumers want to do
and think of how we can give them an alternative way to do that so to me it’s
a new channel that’s being created and it’s a hybrid channel that those who are
familiar and don’t want to be familiar with IVR can use, and those who are more
technologically savvy and digitally conversant can feel very at home with
the capability. So I think it was great for us to do this in healthcare and we
took some very easy transactions like billing you know how to get your bill
paid, or how to get an ID card and have it at your fingertips as well. The second
thing I wanted to say around the capability that Jacada provides us with
Fast Path is the ability to rethink how we engage with consumers directly. And
that means that the text-based messaging we can leverage and we can have a “fast
path” way into helping them to get them to complete their task or answer their
question which that is something that has been unavailable unless they had a
digital download of an app right? Or they went to our website. This is a quick
instant way of trying to help consumers do what they want to do and meet them
where they’re at. So one of the benefits that Fast Path affords us is the ability
for consumers to make it effortless for them and that’s done in a number of
ways. One of the ways I can share with you is how an agent when they get
someone on the other end who’s used Fast Path, and for some reason whatever
capability that they try to do on self-service they couldn’t do; and so now
it’s important that you do talk to someone and it’s important that in the
channel that we don’t contain people and make them trapped in that channel where
we have a way for them to get their answer if it’s not in this self-service
menu and their way have a way to talk to representative and it may be about
something else So when they do that we have a sort of a
fast path into the agent channel and not only does that reduce transfer but it
also allows the agents to do what we call contextual switching, which is look
at what they were trying to do in that channel before they got to them. This
saves a number of steps to the consumer. It saves them of re-authenticating again, it saves them repeating themselves again and saying here’s what I was
trying to do and so we’re talking about reducing frustration levels making it
effortless and making that experience better and for the agent as well. Because
the agent really does want to help the consumer and so how better than to put a
technology like this in place so that you can get that capability and see what
they were trying to do before hand. We’ve seen the highest NPST scores. It’s
in any channel that we’re offering right now, it’s one of the highest NPST scores
that we’ve seen. And so at least for this initial rollout in 2016 and 2017 that
we’ve done this quarter, we’re just seeing that increasing further and further for us.
We’ve seen our results consistently just a little under 60% [like 53%; 57%
of each month] so that’s been a really pleaser and a delight for our members we
who utilize the asset. The second thing that we’ve seen is a really good
result in terms of containment or self service and compared to my IVR it’s
been percentages at four times more traditional IVR so that’s been really
good for us. And so I think you’ve bridged the gap in with Jacada and
Fast Path. I think we give them a teaser and a taste for those who are not used
to self-service to experience it and then we say do you want more of this and
they’re saying “Yes!”

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