Best CX Companies List profiles: Bupa's Voice of the Customer project

Healthcare provider recognised with Best CX Leading Initiatives award for its Voice of the Customer project

From left: Fifth Quadrant's Kristi Mansfield, Bupa's Jessica Reefe and CMO's Nadia Cameron
From left: Fifth Quadrant's Kristi Mansfield, Bupa's Jessica Reefe and CMO's Nadia Cameron

Healthcare provider, Bupa, has been awarded the Best CX Leading Initiatives award in recognition of its efforts to transform into a customer-centric organisation with projects such as Voice of the Customer, which collects customer feedback in real time.

The award was presented as part of the inaugural Best Customer Experience Companies List in Sydney today. The list was developed and presented by customer engagement strategy consultancy, Fifth Quadrant, and supported by CMO and event sponsor, Oracle.

Bupa Australia senior customer experience consultant ,Jessica Leefe, told CMO it started working on the Voice of the Customer project with Fifth Quadrant 18 months ago.

“After each [phone] call or service interaction, we survey our customer to understand what their feedback and experience was. We can learn from that, identify key areas for improvement and put initiatives in place to work on those areas and improve them,” she said.

For example, the price rises on health insurance premiums every year. Bupa is obligated to communicate that insurance premium rise to its membership base.

“That [rise] could have a significantly positive or negative impact depending on the level of cover the customer has,” said Leefe. “We really wanted to understand if we are communicating in the right way, are those changes clear and understood by the customer? What kind of impact that is having on the customer?”

When that insurance premium price rise happens, Bupa can use specific details about a customer to help support them and offer advice.

“We can’t really understand that unless we are talking to our customers,” Leefe said.

Read more: CGU personalises SME services

Executives from Bupa’s partner company in the United Kingdom recently visited Australia to look at Voice of the Customer. They were so impressed with the project that there are plans to eventually roll out the program globally, starting with the UK.

Another way Bupa is trying to improve the customer experience is working with customers on design solutions to improve the experience of going to the optometrist. Leefe explained the organisation runs optical stores where customers can get eye tests and pick out new glasses.

“We’ve had customers coming into the optical stores with us afterhours and working through new prototypes and solutions on how they could have a better experience in store,” she said. “The reason we do it after hours is so that customers have access to the stores without disrupting the flow. It’s also sometimes easier for the customer to come in during the evening as they’re busy at work.”

However, the customer experience journey has not being without its challenges for Bupa. When the organisation began the Voice of the Customer program 18 months ago, Leefe looked at Bupa’s Net Promoter Score (NPS) and was dismayed to see a very negative score.

“In the last 12 months, we have improved our Net Promoter Score by 20 points. If you line that up against other competitors in the health insurance industry, that helps us to line up as even. We’re not miles behind everyone else,” Leefe said.

However, she said it is less about the score and more about the richness of the feedback being received.

Read more: CMO50 #26-50: John Moore, Bupa

“If we’re going to be a brand that customers love, what are the experiences that can support that?” Leefe asked.

Commenting on the Best CX Leading Initiatives award, Leefe said it demonstrates Bupa is on the right path.

“If we can continue on that pathway than we can get there and say we are a truly customer lead organisation.”

“From our global CEO, Stuart Fletcher, all the way down, we have an ambition to be customer led. We have an internal stand which is about being loved by customers and we have a vision to help people lead healthier and longer lives," she said.

Follow Hamish Barwick on Twitter: @HamishBarwick

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

I read you post full. It's really good .

Yusuf

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

This is very good news for Australian SMEs as ActiveCampaign is an very powerful marketing automation / email marketing tool that costs a...

Lawrence

SMB marketing automation provider sets up Asia Pac HQ in Sydney

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Carisoprodol is used for treatment of pain.so it has some amount of drug use it carefully . Get its complete usage and prescription from ...

jensons henry

CMO profile: The strategy behind Cash Converters brand and customer experience reboot

Read more

Latest Podcast

More podcasts

Sign in