How CM consolidated its feedback programme onto one platform
Belgium's largest health fund replaced three or four tools and manual analysis with one end-to-end feedback platform — and made the programme pay for itself.
CM is Belgium's largest health fund, grouping nineteen regional health funds. With the ambition to group all Flemish and Walloon funds into one Flemish and one Walloon fund by 2022, CM needed a way to gather feedback simply but effectively, through one central platform.
The fund does more than reimbursements: several of its services, like the babysitter service for chronically ill children, run through external partners — which makes customer feedback the only complete view of how the whole journey performs.
The platform and the AI are huge timesavers. Setting up the surveys and analysing feedback happens quickly and naturally. It has huge financial benefits compared to using three or four different platforms. Even without making any changes to our services, we're making profit.
What they needed to solve
CM's feedback programme had grown decentralised: every branch surveyed in its own way, with long questionnaires and manual analysis. Three problems had to be solved.
Decentralised feedback capture made it difficult to know which actions to prioritise to improve services.
Questionnaires with a lot of questions led to low response rates — and not enough data to evaluate services and partners.
Regional branches used different tools, feedback was analysed manually, and the programme consumed a lot of time and resources.
How CM uses Hello Customer
CM used to send SurveyMonkey surveys that took 10 minutes to fill in, with employees spending a lot of time setting them up and analysing results. Today Hello Customer is the end-to-end feedback platform consolidating everything captured across the branches, and the AI-driven text analysis does the reading — nobody analyses feedback manually anymore.
Like many service organisations, CM doesn't own every step of the customer journey. Crucial services, like the babysitter service for chronically ill children, run through external partners. Customer feedback lets CM evaluate those partners on real customer data — and when feedback is negative, contact the partner to find a solution and improve.
For certain services CM reaches out before the customer does — for example, contacting members suffering from a long-term illness. Because surveys go out in a structured way, CM automatically learns its members' needs and expectations and keeps a finger on the pulse.
Results
One end-to-end platform now consolidates all feedback, with AI doing the analysis — lowering the cost of the whole programme. Short surveys raised response rates and gave CM enough customer data to take back the power to evaluate its external partners on facts.
The platform was set up quickly and operates in real time: feedback is analysed immediately, so CM sees at once what has a negative impact on satisfaction and can improve services quickly. And by closing the loop when a new service is implemented, CM knows immediately how customers perceive it, whether it meets market needs, and how to improve — making the ROI of every service improvement visible.
We are convinced that customer feedback is necessary if you want to improve the customer experience and increase satisfaction. You can only achieve that if you capture feedback in a structured way. Since we use Hello Customer, our employees invest a lot less time in setting up surveys and analysing results.Ken Van de SteeneStaff Member Marketing & Sales, CM
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