Todd Walthall, executive vice president of markets for Blue Shield of California, told The Network Journal that his experience in the retail industry helped him recognize that the "customer's view" should guide a company's strategy.
"No matter which business you’re in, we need to always look at it from the customer’s view, and in our case at Blue Shield, our members perspective. And we have so many ways to listen to our members – through industry benchmarks such as Net Promoter Score or listening to a compliment or a complaint. Every interaction with a member is an opportunity to learn about how we can improve or fix an issue.
With Blue Shield of California, we design around what our members need while infusing innovation. Before we launched the app here at Blue Shield, we asked members to look at an early prototype and tell us if they would use it and how it can be improved. We were purposeful in building steps within the process that included our members’ feedback and combining it with things we know they need.
We put our members at the center of everything we do."
Read the full interview here.