Blue Cross Blue Shield of Michigan wins a second prestigious customer experience award
July 1, 2013
DETROIT – Blue Cross Blue Shield of Michigan’s hands-on approach to improving the customer experience has once again been recognized, this time as the recipient of the Forrester Outside In Award in the Customer Understanding category. The award, highlighting Blue Cross Blue Shield of Michigan’s Customer Experience Room, was presented to Kathryn Levine during an awards ceremony last week. The interactive Customer Experience Room was developed to help employees better understand the customer in an engaging manner.
"Our Customer Experience Room was developed to reflect the real hopes and headaches people in Michigan have with their health insurance," said Kathryn Levine, Blue Cross Blue Shield of Michigan vice president for corporate marketing and customer experience. "The Michigan Blues are honored to be recognized for our continuous effort to make our customers' experience easy, useful and enjoyable."
Blue Cross Blue Shield of Michigan's 15-foot by 20-foot mobile Customer Experience Room provided an immersive learning environment that helped nearly 7,000 employees understand and empathize with customer pain points about health insurance. The room toured 10 company locations across the state of Michigan over the course of 90 days. Designed to meet a variety of learning styles, the hands-on room allowed employees to "walk in the shoes" of three customer "personas," crafted after extensive research by the company.
The inaugural Forrester Research Outside In Awards were announced at the Forrester Customer Experience Forum East in New York on June 25. Winners of the inaugural Outside In Awards were chosen based on five criteria: clarity of approach, business value to the organization, positive impact on customer experience, innovation, and potential for other companies to repeat the practice.
"The Outside In Awards recognize organizations that don't just talk about customer experience, they take a disciplined approach to improving it," said Harley Manning, co-author of Outside In: Putting Your Customers at the Center of Your Business. "Their efforts stand out from among those of their peers by being systematic, and by demonstrating results for both their business and their customers. Our research shows that when organizations do take a disciplined approach, as our winners have, they can expect business benefits ranging from more revenue from increasingly loyal customers, to more and better word of mouth from happier customers."
Blue Cross Blue Shield of Michigan's Customer Experience Room also won the 2013 CX Innovation Award from the Customer Experience Professionals Association in May.
About the Forrester Research Outside In Awards
The Forrester Research Outside In Awards recognize organizations that excel at the practices needed for planning, creating, and managing a superior customer experience. The awards program was developed to support and recognize the principles outlined in the Forrester Research book Outside In: The Power Of Putting Customers At The Center Of Your Business (Amazon Publishing/New Harvest, 2012). For more company information, visit forrester.com.
About Blue Cross Blue Shield of Michigan
Blue Cross Blue Shield of Michigan, a nonprofit organization, provides and administers health benefits to more than 4.4 million members residing in Michigan in addition to members of Michigan-headquartered groups who reside outside the state. Blue Cross Blue Shield of Michigan and Blue Care Network are nonprofit corporations and independent licensees of the Blue Cross and Blue Shield Association. For more company information, visit bcbsm.com.