 | | Vertical: | | Health Care | | Insight: | |
Content Effectiveness
Self Service
Navigation Analysis
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Overview
Horizon Blue Cross Blue Shield of New Jersey, Inc. (Horizon-BCBSNJ) is the leading health services corporation in the state and a major regional provider of health services. The HorizonBlue.com web site gives health care providers, employers, brokers and individual members online access to health-related content as well as self-service processes designed to save time and effort. More than 50 self-service features and services are now available to customers—all with the convenience of online 24/7 access.
Challenge
With nearly one million call center interactions per month, and an operating cost of approximately eight dollars associated with each interaction, Horizon-BCBSNJ needed to reduce calls to its call center by effectively meeting members' needs online. While Horizon-BCBSNJ previously performed some basic transaction counts on its standalone web applications, the eBusiness Team soon realized that in order to ensure that it was meeting its goals, it needed more sophisticated and in-depth analysis. Horizon-BCBSNJ relies on WebTrends so it can understand what customers are doing on its site and discover how the web site compares to its other customer touch points.
Results
With WebTrends insight, Horizon Blue Cross:
- Signficantly reduced its operating costs by increasing visits to customer self-service features on the web site and decreasing calls to its call center
- Increased its online conversion rates for a critical customer self-service process by more than 90% using WebTrends 5-Point Scenario Analysis
- Tripled the average time spent on site by each visitor and generated mutiple transactions per visit—resulting in an even greater reduction in operating expenses
