Your customers and prospects are vastly different today than they were just 10 years ago. The Internet allows them to easily research almost any topic, social media enables them to instantly find opinions about a product or service, and smart phones keep them connected no matter where they are.
As technology brings changes to every aspect of your customers’ lives, it also is changing expectations for customer service in the pharmacy benefits arena. And, an improved customer experience creates the opportunity for increased sales. For many customers, buying pharmacy benefits has traditionally been a challenging and confusing process.
But, until now, finding out exactly what those needs are – and then relaying that information to brokers and consultants – was complicated, time consuming, and not necessarily accurate. The introduction of advanced preference technology, however, provides the ability to cut through that confusion. This new application makes it possible for brokers and consultants to discover exactly what clients and their employees want in a pharmacy benefit plan and, just as valuable, for those clients to understand it themselves.
Preference technology provides invaluable insight. Preference measurement is the field dedicated to collecting, measuring, and analyzing employee and company preferences on a wide range of topics. As technology has evolved, data collection has gotten easier. New technology has made it possible to gather information via interactive, online programs that use rating/ranking scales and “slider bars” to pinpoint respondents’ preferences.
Additionally, quantifying these tradeoffs to create the optimal solution is pivotal. When such technology is utilized by a company’s employees, it enables them to confidentially communicate their priorities to company management, thereby providing a true gauge of employee opinion. This information can then be used by brokers, consultants, and company management during the development or revision of the company’s pharmacy benefit plan.
As a result, a plan that more closely aligns with workforce wants and needs. New tools create a better client experience and member satisfaction. The positive impact of this new technology can be felt by everyone involved in the benefits process. Imagine a client or prospect who has identified – before beginning either the pharmacy contract renewal process or embarking on finding a new plan – exactly the benefits most desired by company employees.