To do so, here are five tips.
1. Bring everything together under one roof.
To create a benefits experience that supports positive health outcomes while creating greater employee engagement, the importance of integration cannot be understated. Employees are much more likely to use provider guidance, telemedicine and other self-service options when they’re integrated directly into their benefits portal and mobile app.
The same can be said of more “high-touch” services like care navigation and claims advocacy. When you allow your employees to get started via your benefits platform or the member services number they use for other benefits-related issues, you make the right choice the easy choice.
2. Maximize automation, algorithms and artificial intelligence.
Today, we expect technology to play a role in nearly all our consumer experiences. From engaging with our preferred retailers to accessing streaming media services and everything in between, we have come to expect the three A’s—automation, algorithms and artificial intelligence. Our benefits experience should be no different.
When looking for a vendor to help you execute your personalized benefits strategy, make sure to find out how they use algorithms to determine when and how to conduct employee outreach, whether they use personas to send automated messages to subsets of your employee population, and whether they use artificial intelligence applications, such as a 24 to help employees.
3. Employ an omni-channel communication strategy.
Today’s HR teams must think like marketers. Omni-channel refers to a marketing strategy that combines content, personalization and technology to create an enjoyable consumer experience. In the retail environment, for example, a customer can be shopping online from a desktop or mobile device, or by telephone, or in a brick-and-mortar store and the experience is seamless.
In the , an omni-channel approach implies employee-centric content that is simple, educational and inviting. Also, omni-channel benefits communications are personalized, based on each employee’s preferred communication channels and life stage. Lastly, an omni-channel approach to benefits relies heavily on technology to engage with employees when and where they want.
4. Ensure you have real-time visibility into utilization.
Today’s data-driven technology has changed the way employers gain insight into how their employees are using their electable benefits. With just a few clicks or a call to their client services team, employers can access periodic or ad hoc reports to gain visibility into real-time metrics like eligibility, changes due to qualifying life events, service center call volume and much more.
When offering services such as those described in this page, make sure your vendor and benefits technology can generate real-time reports on the metrics you care about, such as engagement rates (e.g., email open or click-through rates) and other indicative data points that demonstrate increased activation into the benefits and programs you make available, not to mention return on your investment.
5. Create your own ecosystem.
The rapidly growing popularity of the technology and solutions featured in this white paper has resulted in a wide variety of vendors from which to choose. Some may offer two or more types of these personalized services, while others specialize in only one. That’s good news for you, as it allows you to select service providers based on your organization’s unique needs and business goals.
In creating the right mix of services, also consider how well each vendor integrates with the core technology you’d like to use to engage employees. If you plan on using your benefits administration platform to host these non-electable benefits, for example, ask your vendor whether they have preferred vendors that can help create a seamless delivery experience.