Humana Inc.

HP customer
case study
Humana uses
HP Exstream
software to produce
and redesign
customer statements
that improve
member satisfaction
Industry
Healthcare
Humana, Inc.
Boosting member satisfaction while saving millions in
customer communication costs with HP Exstream
“HP Exstream software enables Humana to meet a critical corporate goal:
to more eectively communicate with our customers by using personalized,
high-quality, highly-readable documents – at the lowest possible cost. The
result is improved member satisfaction, leading to better customer retention.”
—Christopher Nicholson, director of strategic communications, Humana, Inc.
Objective
Enable the high-volume production of more customer
friendly, informative and personalized documents that
in turn boost member satisfaction, retention rates and
referral rates at the lowest possible delivery cost
Approach
Implement HP Exstream software to redesign and
produce improved documents and statements
IT improvements
• Ability to automate production of high volume,
customized documents
• Ability to integrate data from customer databases
and other sources, into documents
• Easily include color charts, tables, graphs, other
design elements
• Flexibility allows software to be used for a wide
variety of document types
• Minimize white space, delivering valuable and
relevant content
Business benets
• Increased renewals: customers that are
14% more likely to renew Humana plan
• More referrals: customers that are 7% more
likely to recommend Humana
• Shorter calls: length of calls to customer service
dropped about 15%, reducing demand on support
center administration
•
Moreecient:improvedwhitespacemanagement
and blank page reduction saving $250K per month
• Less mailings: consolidating documents
enables savings in mailing costs
•
Increasedpersonalization:oeringmore
actionable data-driven messaging
• Consolidation of systems: migration of
several communications to one centralized
composition platform
ForHumana,Inc.,aLouisville,Ky.-basedhealthbenets
companythatoershealthandspecialtybenets
to employer groups, government-sponsored plans
and individuals, business success depends on good
communications with customers. That’s why Humana has
implementedHPExstreamsoftwaretocost-eectively
automate the production of high volume, personalized
documents for customers.
Strategic Communications
Humana learned through market research that it
needed to improve its customer communications.
“We established a Strategic Communications group to
specicallyaddressimprovingcommunicationswithour
customers,” notes Christopher Nicholson, director of
strategiccommunications,Humana.Theteamidentied
several areas for improvement based on customer
feedback. For instance, it learned that its Explanation
ofBenets(EOB)statement,intendedtoexplainthe
statusofabenetsclaim,wasconfusingforcustomers
to understand.