Transforming Digital Customer Feedback at Evernorth Health Services
Project Title: Retirement of Site-wide Digital NPS & Implementation of Journey-Based VoC Program
Role: Responsible, Accountable | Company: Evernorth Health Services | Timeline: 2019 – Present
Challenge
The existing site-wide Digital NPS (Net Promoter Score) survey at Evernorth Health Services was outdated and ineffective. It provided limited context, lacked actionable insights, and failed to capture meaningful feedback relative to specific member tasks. With a pop-up survey that disrupted user sessions, the feedback often reflected frustrations about the survey itself rather than the digital experience. This made it difficult to correlate member feedback with specific journeys, undermining efforts to improve digital containment, engagement, and overall member satisfaction.
Key Issues Identified:
Inaccurate feedback due to poorly timed, generalized NPS surveys.
Low-quality qualitative data with only 62% of respondents providing meaningful comments.
Inefficient analysis due to non-contextualized responses and a flawed NLP model.
Inability to track and improve specific member journeys.
High operational costs from digital leakage and unresolved pain points.
Solution
I spearheaded the retirement of the site-wide Digital NPS survey and led the design and implementation of a journey-based Voice of Customer (VoC) program. This new framework provides contextual, task-specific feedback, allowing for precise insights into member experiences.
Key Initiatives:
Journey-Based Feedback: Replaced generalized NPS surveys with targeted intercepts at key moments within specific user journeys.
Improved Survey Design: Integrated “Top Tasks” into surveys, enabling clear understanding of member intent while reducing survey length for better response rates.
RUF Framework: Developed a Reliability, Usability, and Functionality (RUF) framework to assess product experiences, identify weak points, and prioritize improvements.
EASI Matrix: Introduced the Eliminate, Automate, Simplify, or Invest (EASI) Matrix to evaluate support contacts, quantify operational costs, and inform digital containment strategies.
AI-Driven Analytics: Implemented advanced sentiment analysis, anomaly detection, and predictive insights using AI and machine learning models.
Vendor Optimization: Streamlined partnerships with research vendors to ensure higher data accuracy and lower costs.
Data Integration: Leveraged Adobe Analytics to enrich survey data with behavioral insights, allowing deeper understanding of user journeys.
Actualized and Expected Impacts
Enhanced Feedback Quality: Task-based surveys improved response relevance, leading to a 35% increase in actionable insights.
Cost Reduction: Quantifying digital leakage and improving containment strategies will result in a reduction in support-related costs.
Improved Member Satisfaction: By addressing pain points at specific journey stages, the program will enhance our tactical ability to address task specific pain points and improve satisfaction scores.
Strategic Insights: Product and support teams will receive more actionable data, leading to more targeted enhancements and faster resolution of acute issues.
Operational Efficiency: The EASI Matrix identified opportunities to improve self-service, reduce handle times, and inform opportunities for proactive engagement.
Stakeholder Alignment: The new VoC program provides robust reporting and predictive insights, improving decision-making across product, design, and operations teams.
Key Takeaway
This transformation will move myCigna, Express Scripts, Accredo, MDLive from a generic, disruptive NPS survey to a strategic, journey-based VoC program that empowers teams with actionable insights, optimizes operational costs, and enhances member satisfaction. The approach will not only improve the quality of feedback but also align with broader business objectives, driving measurable impact across multiple domains.
