the problem
Banner Health is the largest healthcare provider in Arizona, with significant operations in Colorado and California.
Overhauling the way that their patients interacted with their digital presence was part of a massive “Patient Experience Excellence” initiative.
Although patients reported excellent and even glowing reports of
interactions with staff in-person, the digital presence had a lot of room
for improvement.
problem 1
On website popup surveys, customers were reporting low satisfaction with the web experience.
problem 2
Customer support agents were spending most of their time helping patients find a healthcare provider and pay their bills because they couldn’t do that successfully online. Those options were on the website, they were just very confusing. The result was frustrated patients, and too much money being spent on customer support.
problem 3
Were they spending money in the right places for their content? The website has a huge amount of content, but was it really serving their community most effectively? Was anyone reading all that content?
our process
Complete Voice of Customer 360 assessment which included:


customer
journey
interview


workshops


customer
journey
mapping
Patient interviews to understand the patient
journey and how digital services can improve it.
Customer Journey Mapping and Workshops to
align executive team on priorities.


customer
journey
interview


card sorting


google
analytics
Card sorting to determine information
architecture.
Google Analytics analysis to understand how
the website was performing, and to define
better KPIs.
Social Media analysis to identify engagement
opportunities

results
Reduced customer support
Improved revenue and cash flow
Happier patients
Long term digital strategy roadmap
Redesigning key tasks to conform to what people were trying
to do, rather than to the constraints of 3rd party tools, meant
more site visitors were successful. That translated into lower
support costs.
More people were able to pay their bills more quickly, increasing
the bottom line.
In 2017, a digital strategy needs to be more than a website and
a Twitter account. Customer journey research revealed many
opportunities for improving the patient experience at key
touchpoints.
Improves website usability boosted the results on web
satisfaction surveys. Content was more relevant wo patient needs
so they were coming to appointments better prepared, which
translated into fewer frustrated and stressed patients.



