creating an effective customer-experience-for-max ... an effective... · • average attention span...

Creating an Effective Customer Experience for Maximum Engagement at Enrollment

Jodi Brooks AllenRegional Sales Director, Mountain Region and MinnesotaTrustmark

This presentation is for informational purposes and is not intended for training or advice.It includes confidential information and is not meant for redistribution.

Creating an Effective Customer Experience

• Maximize participation

• Customize the employer’s communications

• Deploy the value of voluntary products


The importance of a complete communication plan

• Identify touch points, audience and messaging• Build all the parts of your campaign• Win buy-in from the employer• Identify who will develop, approve and print/post each piece• Build in time for approvals, production and shipping of materials


Americans surveyed about shopping for health insurance ranked the experience as favorable as:

• Doing their taxes – 75 percent• Sitting in the middle seat on an

airplane – 73 percent• Getting a tooth filled – 64 percent


Touch Points, Audience and Messaging

• How many ways can the employer allow the message to touch employees• Who is receiving the message, what is their frame of mind and ability to see

your message



Schools• teachers in classrooms• drivers in bus barns• lunch ladies in cafeterias

A campus can be decentralized and have more than one HR communication hub.



Municipalities • workers at desks• in trucks• in facilities



Hospitals• medical professionals• housekeeping• administrative

– many in public areas



Manufacturing • shop floor• break room


• Focus your benefits communications and employees will respond.

• Four stages of buying behavior (AIDA)

– Attention– Interest – WII-FM– Desire– Action – here’s what you do

next


PrintDigital

Customizable to any size caseAdd employer logoAdd a messageMatch image to industry

Build all the parts of your campaign.Types of enrollment communications:

Creating an Effective Customer ExperiencePrint Digital


Attention span of a 2-year-old figuring out the world:

6 minutes


KISS (Keep It Simple, Stupid):

• Average attention span of a grown up:

8 seconds and dwindling


KISS (Keep It Simple, Stupid):

• Average attention span of a goldfish:

9 seconds

More than half of employees strongly agree that because of the benefits they receive at work, they worry less about unexpected health and financial issuesVoluntary adds value to benefit communicationsEngaging employees starts with the employer’s buy-in

1International Foundation of Employee Benefit Plans. Benefits Communication Survey Results. 2016.

62%62% of employees agree that they’re looking for employers to help them achieve financial security through employee benefits.1

19%19% of employers think that their employees are well-informed about their benefits.

60%60% of plan sponsors agree offering voluntary benefits has had a positive impact on employees’ satisfaction with their benefits program.



Assume the employer is not a benefits expert

Voluntary benefits:• Round out their offering• Can help reach employees in

other ways


Products aren’t the only way to get access to employees

One-on-one enrollments:• Counselors can educate employees

on their options & employer initiatives:

– Wellness programs– Retirement plans– Dependent audits– Total compensation statement

Creating an Effective Customer ExperienceCommunication is truly our most valuable serviceIt’s about:• Crafting the message, not just selling products• Educating employees• Delivering much-needed protection• Reinforcing the value of an employer’s benefit offering


You can help drive access with pre-enrollment communication…

It notifies employees on• what’s coming• how it adds value to their

benefit package …

… and to their lives


The communication plan

• Build all the parts of your campaign, make sure it touches all bases

• Identify who will develop, approve and print/post each piece

• Include enough time for approvals, production and shipping of materials


The communication plan

• Sample plan• Keeps everyone on the same

page• Identifies whether you’re

reaching all employees with the same messaging

Creating an Effective Customer ExperienceCase Study: Eastern U.S. employer, 17,000 lives

Objective: Create a communication campaign to introduce voluntary benefit options to employees at open enrollment

Ingredients for success:✓ employer support and access, with a dedicated communications team✓ supportive broker✓ enrollment company on site✓ Trustmark tailored customization for 3,000+ lives✓ call center message on all enrollment pieces


Case Study: Communications• Won the case because of our ability to

build a targeted message from all the voluntary carriers together

• Trustmark had one voluntary product out of seven

• Added all the carriers’ products to a “Why Voluntary” video

• Listed all the carriers’ products in a Voluntary benefits insert to an open enrollment home mailing


Communications• Voluntary products microsite• Why Voluntary video• Digital advertisement• Voluntary benefits insert for open

enrollment home mailing

(Tailored for the client and this enrollment, but genericized for this presentation.)


Communications• Email blasts• Materials for benefit fair• One-page product flyers/brochures• Call center support

Creating an Effective Customer ExperienceTrustmark tailored communications• 3,000+ lives• Integrate employer’s theme• Whole campaigns or spot pieces

– Materials for benefit fair– Flyers/brochures– Postcards– 7-foot banner stands


The Trustmark Voluntary Benefits Advantage

• We’re here to help you make the sale• We provide an array of personalized communications to create

a campaign• We customize the message – any size case, and can also tailor

a specific campaign for larger cases • We keep it simple – for enrollment campaign, new enrollment

or reenrollment

Thank you

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