Building a better member experience is at the heart of Naomi Benson’s role with Blue Cross. She and her team use member feedback to design solutions that address the challenges members experience. We talked with her about how she does it and the impact she has on improving a member’s experience.
thrive.: Tell us about your work from day to day.
Naomi: Essentially, my role within the customer experience team is to use member insights to understand their entire experience with Blue Cross. We use a curious and empathetic approach to understand the actions members take, the challenges they encounter and the emotions they feel during those experiences. We then use this information to co-create solutions that remove the points of friction that are most challenging to members. The goal is to make sure every member’s experience with Blue Cross is meaningful and valuable
thrive.: What are the insights you’re working with — where do they come from?
Naomi: We receive member insights in multiple ways. For example, calls that come into Blue Cross provide valuable feedback. We use this data, which is confidential, to understand what questions are being asked and what may be most confusing or frustrating. We use that insight to really give us a direction as to what is causing the most challenges for members. Then we can focus on addressing the things that are most important.
Some members might have trouble finding and completing plan forms. Through the data, we can identify the challenge at a high level, then look at how many members have the same challenge, when it’s happening, and the reasons for it.
thrive.: What’s the best part about your role with Blue Cross?
Naomi: I love working for an organization and with a team of people committed to deeply understanding what is most important to our members.