HICAPS Service Design

Background

HICAPS terminals provide an on-the-spot health fund claims solution for healthcare businesses. As part of the NAB Health family, I was entrusted with reviewing the HICAPS terminal acquisition process to optimise business benefits and enhance the customer experience.

My Role

  • Reviewed the CX for the entire process to create a customer journey map and service design blueprint

  • Led interviews and workshops

  • Collaborated with the change management team to implement proposed stage-two solutions

  • Managed stakeholder communication and engagement

Approach

With this newly formed team, I worked alongside team members and stakeholders to complete a context clarifier worksheet, ensuring alignment and a shared understanding of the project scope. The vision of success for the project is as follows:

  • Increase awareness of Business Transaction Accounts

  • Increase Business Transaction Account adoption among existing HICAPS customers (Single Merchant) when setting up a terminal

  • Increase the HICAPS terminal acquisition rate

Current Experience

With the help of a Business Analyst, we reviewed the current online application process for the HICAPS terminal. We discovered that 90% of HICAPS terminal sales occurred over the phone due to the time constraints of our target customers—healthcare professionals and medical staff. The entire process could take up to 10 days.

Remote Sales Call Listen In

I requested permission to listen in on the HICAPS sales team phone calls to get a sense of the types of calls that came through and the questions from customers.

I then conducted team member interviews to capture known pain points.

Design Thinking Workshop

Using the pain points gathered from team member interviews, I conducted an HMW (How Might We) workshop with a diverse group from the HICAPS and NAB teams to brainstorm solutions for the following questions:

  • How might we communicate NAB BTA benefits to customers during HICAPS terminal sign-up?

  • How might we increase the lead follow-up rate?

  • How might we streamline the lead-sharing and recording process?

  • How might we help bankers call their customers at a time that suits them?

After the HMW workshop, a service blueprint was created along with opportunities and ideas from the HICAPS team to address those issues 

The Six Key Opportunities

Stage one

I worked with the team to gauge feasibility and map out a two-stage implementation plan. For stage one, we aimed to tackle the low-hanging fruit—issues that could be improved without any external dependencies or third-party support.

  • Embed a BTA talking point checklist for the HICAPS sales team

  • Create a streamlined system so leads can be recorded, shared, and assigned to available sales teams

  • Develop an email template for the sales team to ensure consistent messaging and workflow efficiency

Stage Two

Stage two involved online form updates and staff training. We outlined the compliance and training required for a HICAPS sales team member to obtain the necessary certifications and receive a Tier 2 License, which allows them to open BTAs for HICAPS customers. We also listed hardware and system provisioning needed to achieve the goal. After securing buy-in from stakeholders, we shared the proposal with the Risk and Legal teams for further assessment.

  • Improve information on the HICAPS website to reduce sales call time with each customer

  • Implement an Interactive Voice Response (IVR) system so customers can be better directed to the HICAPS team

  • Train the HICAPS team to become HICAPS bankers, enabling them to open BTAs for customers and reduce time to transaction (HICAPS and BTA sign-up)

Results and Takeaways

  • Stage One Rolled Out After Only 3 Weeks

    Out of the six opportunity areas, stage one implementation rolled out three of them.

  • 44% BTA Uptake

    In the first month of stage one testing, BTA sign-ups increased by 44%

  • Estimated 30 Minutes a Week Saved

    Email templates streamlined and standardised communication from the HICAPS sales team.

  • Simple Solutions Can Have a Great Impact

    We saw a four-fold increase in BTA conversations during HICAPS sales calls once the talking point checklist was introduced to the team.

  • Involve the Right People Early

    Reach out to the teams your project depends on. This way, work can be prioritised to make the release nimble

  • Better Workflow = Better Customer Experience

    Leads are entered into a shared document, accessible to both the NAB and HICAPS teams. We have dedicated Health Connect bankers to follow up on HICAPS BTA customer leads, which led to a 20% increase in BTA uptake with a HICAPS terminal sign-up.