This is a short Salesforce customer story video (Humana) about building trust with healthcare members by using accurate, centralized data to deliver timely, personalized communications. Speakers emphasize that getting data right (single source of truth) is essential to avoid hurting trust, and they cite Customer360, Marketing Cloud, and a HIPAA-compliant Salesforce commerce cloud platform as part of Humana’s solution to create connected member journeys and relevant calls-to-action.
Questions this video answers
February 13, 2023.
Customer360.
A Salesforce Commerce Cloud platform.
Chapters
What does trust look like in the most meaningful moments? Were you there for me? Can I count on you?
When people are choosing health care and health insurance, they're looking for a level of trust within the company to know that that company is there for them.
The industry as a whole is laden with confusion and options.
They're getting so much information, there's an information overload.
That's the challenge, right? How do you build trusting relationships at scale?
To build trust with your members, you gotta really know them.
It starts at the data. If you get the data wrong, you end up sending the wrong message at the wrong moment. And ultimately, instead of building trust, you actually hurt trust.
At Humana, we needed a platform that could really evolve with how our members and our patients are evolving.
With Customer360, we can put the customer at the center of this communication experience.
The best opportunities to make an emotional connection start at meaningful moments within their journey.
The power of marketing cloud as we create some of these journeys, these experiences, is to tell that simplified personalized message that matters to that individual, that really.
Takes that member journey step by step through what they need to do next. It's all connected. That first marketing message to what they're doing on the website, to the chat, to the actual conversation in the call center, it's all the same interaction for that person.
Knowing that single source of truth is really the key to building trust.
We created a HIPAA compliant Salesforce commerce cloud platform that allows us to have that level of security, that level of trust with our members data. When you log in today on our, we will actually show you maybe the next call to action specifically for you.
I want our customers to feel like they were cared for as a human.
That's our purpose, that's our mission, is to make sure we're doing those things, that we're trusted, that we're allowing our members to live their healthiest lives.
