By Ingrid Lindberg
Chief Customer Experience Officer
Prime Therapeutics
Prime Therapeutics
It’s one thing to talk about customer experience. It’s another to
experience it. At Prime Therapuetics, we’ve taken a unique approach to helping
our employees see through our customer’s eyes: The Customer Experience Room.
When employees walk into the Customer Experience Room, they
choose a persona for the journey. They are encouraged to think like
"Jay" or "Stacy." As employees walk through
the “current experience" part of the room, they listen to
real calls. They see real feedback from customers and read actual letters Prime
has sent. This exposure puts things into a different perspective.
Stations in the “current experience" are designed to
show how everyone at Prime plays a part: from customer service agents on the
phone to the people who write member letters, from website engineers to
clinical experts, and from product developers to the pharmacists in each of our
pharmacies. Sure, not all of these employees are on the front line with
members. But because people are the focus of everything we do, each of us must
learn to put ourselves in our members’ shoes.
The experience of seeing things through members' eyes
reveals the connection between the work our employees do and the people we
serve. Once this connection becomes clear, it's easy to see that each and
every employee plays a part in making our customers’ experiences better.
The “future experience" side of the Customer Experience
Room asks employees to think outside the box about how they can do their part.
Is it sounding friendlier on the phone? Is it avoiding jargon in letters? Maybe
it’s a website that’s easier to navigate? Or a single point of contact for
Prime? This second part of the Customer Experience Room highlights the
things we’ve already started doing, and builds excitement about the things
we’re striving to do in the future.
Once Prime employees have explored the future of customer
experience, they’re asked to sign a promise wall. By signing the wall,
employees promise to “obsess about our members’ needs and do what is right for
them.”
At Prime, our purpose is to help people get the medicine
they need to feel better and live well. We could stop at just
helping our customers get their medicine.
We could choose not to think about the process or how they’re treated. But we
don’t. Instead, we put ourselves in our members' shoes and strive to make their
experience the best it can be.
About
the Author
As chief customer experience officer at Prime Therapeutics,
Ingrid C. Lindberg is responsible
for developing and overseeing the implementation of the enterprise customer
experience strategy, which addresses all matters related to how Prime engages
and serves its customers. Her role within Prime is the first of its kind within
the pharmacy benefit management industry and has been created to ensure Prime’s
customers have the best pharmacy experience possible and that the voice of the
customer is a driver within the decision making processes at Prime. Lindberg
was presented with a Direct Marketing News 40 Under 40 Award in 2013 and was
named a 40 Under Forty honoree by the Hartford Business Journal in 2011. Ingrid
speaks at national conferences and is heavily quoted by top publication
including the Wall Street Journal, New York Times, Atlanta Constitution Journal,
and Kiplingers. Follow her on Twitter at @iclindberg
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