Creating exceptional customer enthusiasm (or, “member” enthusiasm in our case) is the single strongest way to build and sustain top-tier growth over the long run. We use Net Promoter Score (NPS) to measure that enthusiasm, understand how it is created or threatened, and identify “promoters,” who are the most loyal and enthusiastic ambassadors of the company.

NPS data is collected through surveys, including an annual member survey and claim satisfaction survey that is distributed after every claim is closed, regardless of whether a payment was made. These surveys, which are rich with quantitative data and mountains of insightful comments, allow us to determine the impact that certain people, products, services (e.g., claims, billing) and other interactions have on the member experience.

I read every single claims survey, share it with the appropriate adjuster and send a personal response to the member whenever warranted. In doing so, I’ve observed and validated that the most common element of truly exceptional service experiences is when our people not only quickly respond to the damages resulting from a loss but take the extra step to truly understand the impact that the loss had on a member’s life and address it in unexpected, thoughtful ways. Said differently, fast and generous claims settlements create high degrees of satisfaction; using empathy to find thoughtful ways to positively impact someone’s life creates an emotional response that yields a “promoter” 100% of the time.