Putting the smile back into the claims process
The Challenge
Bupa’s new dental claims process aimed to remove the hassle for customers, with Bupa handling the whole process from start to finish. However, NPS feedback showed customers were less satisfied with ‘Instant Claim’ than with the traditional process, where they claimed the money back after treatment. Bupa urgently needed to put the smile back into the dental claims process.
Services: Experience Assessment; Experience Management
The Impact
2
2% increase in
Instant Claims usage
10
10 point increase
in NPS to +70
The Outside-in Perspective
Bupa Dental Practices and Bupa Insurance are two separate businesses, both operating under the Bupa brand. We ran an immersive journey mapping workshop with representatives from both businesses and customers who had recently experienced the claims journey.
The Insight
The immersion process highlighted that customers were falling between the gaps at numerous stages in the process. Through the journey mapping exercise, we identified eighteen pain points in the customer experience.
The Solution
This insight led to the creation of 42 initiatives, ranging from quick wins, such as rewording the claims advice letter, to major transformations, including a new shared platform so practices can see a patient’s insurance cover limits. These initiatives were prioritised in a twelve-month plan to revolutionise the instant claim experience.
The process also led to renewed collaboration between Bupa Dental Care and Bupa UKI, with the creation of a new joint working group focused on improving the customer experience.