Knowledge: Case Studies
Case Study: Bupa
Bupa has recently worked with over 150 customers and employees to map out the target experience for the treatment and renewals journey.
Bupa is a company with the self-declared vision of being “the most admired healthcare company” with a purpose of helping its customers enjoy “longer, healthier, happier lives.” With the UK operation employing over 32,000 employees and supporting four million customers across a range of activities– including health services, funding projects, care services and dental clinics – it’s clear that Bupa UK is meeting its targets rather well. However, in February 2017 the company invested in creating an in-house team that would dig deeper into the customer experience. What did the organisation do well? What could it do better? What opportunities could it identify? And of course, most important of all, how could Bupa UK ensure its customer engagement is informed, targeted and allow members to feel that healthcare is a genuine partnership.
Anna Wilcox, Head of Customer Experience at Bupa UK alongside Customer Experience Manager Machaela Shepherd co-created this project. Anna says that Bupa has always listened to its members’ needs but perhaps there was more the company could do to deepen the relationship.
She explains: “When you are working in an industry such as healthcare, it is obviously hugely important that we get things right for our customers. “Because of this and the high expectation of what we would deliver – they expect the best quality in the market – I think within the business we saw a need to continually push ourselves to achieve exactly that.
“It’s not a case of saying that we are necessarily doing anything wrong today, it’s more a piece about how we can push our service and relationships forward. “To be truly honest with ourselves, we do lots of continual improvement. People are given autonomy on a day-to-day basis to drive change in their area. But we probably hadn’t looked at the big, big picture and how to deliver big, big change. We hadn’t done a transformation piece in recent years.”