Elevating the Voice of the Member
Member Experience Strategy
A Member Experience (MX) Playbook and Toolkit, grounded in qualitative research insights, and developed to embed member empathy into organizational culture.
CLIENT
Ambetter Health is an insurance provider, offering affordable Marketplace plans for individuals and families across the United States.
The brand is offered by Centene Corporation, a Fortune 500 company with 40 years of experience in the managed care industry.
The brand is offered by Centene Corporation, a Fortune 500 company with 40 years of experience in the managed care industry.
CONTEXT
The Member Experience team recognized the need for a consolidated set of member-centric frameworks and tools to elevate customer empathy and build consistency and awareness in cross-functional teams.
SERVICES
APPROACH
Gather
& Frame
Collaborative kickoff session with internal MX, Innovation, Strategy teams. Audit existing MX tools (personas, journey maps).
Build a
Hypothesis
Understand the current Member Experience through in-depth interviews with Ambetter SMEs, Journey Facilitators, Health Plans, and insurance brokers.
Member
Research
Qualitative 90min In-Depth Interviews with members (virtual and in-person) to understand gaps in their journey and moments that matter most.
n=30 (mix of new and returning members, special enrollment, and termed)
Synthesize
& Prototype
Cluster themes, identify key insights, and overlay findings from member research with existing tools and original hypothesis to capture a holistic picture of the Member Experience.
MX Playbook
& Toolkit
Comprehensively document finalized journey maps (macro and micro), four Member Mindsets, and prioritized opportunities to improve the MX in a PDF Playbook, supported by Miro tools and templates.
THE TOOLKIT
Universal Journey Map
A holistic (end-to-end) view of the key stages and steps a member must take to find the marketplace, enroll, use their benefits, and decide to stay, switch or go uninsured.
Member Mindsets
A strategic set of tools to help you build a deeper understanding of our members' goals, needs, and challenges around health, wellness, and Social Determinants of Health.
Mindset Journey Maps
Each map captures two real member stories within each Mindset, and follows their highs and lows with Ambetter Health throughout the year, from enrollment to renewal.
Curious to learn more?
Jia Lu Ni
All rights reserved.
01 – Lead with curiosity
02 – Collaborate without ego
03 – Embrace complexity
04 – Challenge assumptions
05 – Champion the customer, always