Why AOK Baden-Württemberg Has a Community
Interview in planning&analysis | Published on April 13, 2023
Communities provide a direct and intense connection to one's customers. Marco Filo from AOK Baden-Wuerttemberg and Natali Pohlschneider from Produkt + Markt explored how successful strategic integration and operational use can be achieved during the Deeper Insights Day by planung&analyse on April 20, 2023. They offered a sneak peek into the success factors of the CX-Club at AOK Baden-Wuerttemberg.
What prompted AOK Baden-Württemberg to establish a customer community?
Marco Filo:
Naturally, our services are designed to inspire, and our products and solutions are intended to deliver real value in everyday health and wellbeing. We actively adopt the insured members’ perspective, reflect on their diverse needs, and engage in extensive discussions about the right solutions. Yet ultimately, the true experts on their own expectations and requirements are the insured members themselves. That is why we involve them directly in the development process. To make access as simple as possible, we have established a direct channel to our customers through our community, the AOK CX Club. Customer centricity is thus firmly embedded as a strategic guiding principle in the ongoing development of processes and products at AOK Baden Württemberg.
Naturally, our services are designed to inspire, and our products and solutions are intended to deliver real value in everyday health and wellbeing. We actively adopt the insured members’ perspective, reflect on their diverse needs, and engage in extensive discussions about the right solutions. Yet ultimately, the true experts on their own expectations and requirements are the insured members themselves. That is why we involve them directly in the development process. To make access as simple as possible, we have established a direct channel to our customers through our community, the AOK CX Club. Customer centricity is thus firmly embedded as a strategic guiding principle in the ongoing development of processes and products at AOK Baden Württemberg.
What defines a successful community?
Natali Pohlschneider:
A good community enables companies to work much more agilely and integrate the customer's perspective into key process steps. Stakeholders receive relevant and meaningful information from the community, allowing them to react flexibly and act more swiftly. For this to work, high involvement from the community members is crucial. They are motivated, among other things, through engaging task design, appreciation of their input, and the trust that has been built to participate in projects even at short notice, honestly report experiences, and share feelings. Besides user-friendly technology, empathetic moderation and good planning of individual projects are particularly decisive. However, a community is truly successful only when insights are qualified, evaluated, and analyzed, thereby contributing to successful decisions in companies.
A good community enables companies to work much more agilely and integrate the customer's perspective into key process steps. Stakeholders receive relevant and meaningful information from the community, allowing them to react flexibly and act more swiftly. For this to work, high involvement from the community members is crucial. They are motivated, among other things, through engaging task design, appreciation of their input, and the trust that has been built to participate in projects even at short notice, honestly report experiences, and share feelings. Besides user-friendly technology, empathetic moderation and good planning of individual projects are particularly decisive. However, a community is truly successful only when insights are qualified, evaluated, and analyzed, thereby contributing to successful decisions in companies.
What should you consider when implementing a customer community?
Marco Filo:
The involvement of specialized departments and stakeholders in their respective inquiries is the crucial foundation. We aim to ensure that the results actually impact the product or process. The best way is to gain acceptance of the survey results within the organization. This is achieved through intensive support and involvement by specialized departments, both in coordinating and designing the survey concepts, up to participating as observers, for instance, during in-depth interviews. We discuss the results intensively and collectively. Additionally, iterating the inquiries as product or process development progresses within the community ensures a customer-centric approach.
The involvement of specialized departments and stakeholders in their respective inquiries is the crucial foundation. We aim to ensure that the results actually impact the product or process. The best way is to gain acceptance of the survey results within the organization. This is achieved through intensive support and involvement by specialized departments, both in coordinating and designing the survey concepts, up to participating as observers, for instance, during in-depth interviews. We discuss the results intensively and collectively. Additionally, iterating the inquiries as product or process development progresses within the community ensures a customer-centric approach.
What insights will attendees gain at the Deeper Insights Day on April 20th?
Natali Pohlschneider:
From our experience, practical insights are particularly valuable in the community sector. Therefore, we present the specific implementation and use of the CX Club at AOK Baden-Württemberg.
Marco Filo:
Participants will gain an insight into Customer Experience Management at AOK BW. How do we utilize a customer community, and what criteria do we apply to customer segmentation and participant selection? What does our process model look like when addressing issues, and what practical experiences have we gathered? We will be discussing these questions as well as providing specific examples of surveys.
From our experience, practical insights are particularly valuable in the community sector. Therefore, we present the specific implementation and use of the CX Club at AOK Baden-Württemberg.
Marco Filo:
Participants will gain an insight into Customer Experience Management at AOK BW. How do we utilize a customer community, and what criteria do we apply to customer segmentation and participant selection? What does our process model look like when addressing issues, and what practical experiences have we gathered? We will be discussing these questions as well as providing specific examples of surveys.
The Speaker Team:
Natali Pohlschneider, Marco Filo
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