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It got me thinking about Humana, Inc.? I met Christopher Nicholson who is the director of Strategic Communications at Humana at an event last spring where he spoke on a panel about how Humana redesigned their customer statements to boost member satisfaction.? The results were impressive and included $250K per month savings simply from white space management and blank page reductions.? They also achieved increased renewals and referrals, and drove a reduction in the length of customer service support calls.
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How did Humana do it?? The company learned through market research that it needed to improve its customer communications.? They took action and formed a Strategic Communications group.? That team identified specific opportunities for improvement and began by redesigning Humana?s highest volume customer-directed piece ? the EOB.? Implementation of the new design, which was also highly personalized to each individual, was done using the industry leading HP Exstream software.
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To produce the EOB?s, which Humana calls SmartSummary RX, the HP Exstream software draws data from Humana?s customer database and other sources.? It incorporates colorful icons and images, tables and charts to communicate information like costs and co-pay amounts.? In addition, it dynamically inserts customer-targeted messages and marketing information.? The final printed product was statements that are easier for customers to understand and make informed decisions from.? The results cited earlier about the savings to the company and improved rate of renewals and referrals validate the strategic value inherent in customer communications.
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Today, Humana continues to transition other document production workflows into the HP Exstream environment.? Christopher said, ?We substantiated our original decision to purchase HP Exstream by the benefits to our EOB statements.? The software delivered.? We got the return we expected.? Everything else is now icing on the cake.?
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Has your organization examined its customer communications recently?? What opportunities may exist to produce more effective, relevant communications and what potential exists to reduce costs through streamlining document creation processes?? If you?re not sure, take the HP Exstream Challenge using the Forrester self-assessment tool to get instant results.?
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If you haven?t explored this you should!? In the eyes of the customer, communications aren?t just about the companies they do business with ? they often are the company.
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