Blue Cross Blue Shield of Michigan's "Customer Experience Room" wins award for innovation from international association

Blue Cross Blue Shield of Michigan's "Customer Experience Room" wins award for
                  innovation from international association

BCBSM will participate in Customer Experience panel May 30 at Mackinac Policy

PR Newswire

DETROIT, May 20, 2013

DETROIT, May 20, 2013 /PRNewswire/ -- A 300-square-foot mobile, interactive
room created by Blue Cross Blue Shield of Michigan to help its employees "walk
in the shoes" of health insurance customers received the 2013 CX Innovation
Award from the Customer Experience Professionals Association (CXPA).

The CXPA is an international non-profit organization created to guide and
enhance the growing professional field of customer experience management. The
CX Innovation Awards recognize new practices that improve customer experience,
result in strong business impact and advance the field of customer experience
for other organizations.

"The Michigan Blues are honored to be recognized for our continuous effort to
make our customers' experience easy, useful and enjoyable," said Kathryn
Levine, BCBSM vice president for corporate marketing and customer experience.
"Health insurance is undergoing a radical transformation into a
consumer-driven industry. To succeed, health insurers must be attuned to the
expectations of people, make their coverage easy to understand and solve
problems well. We developed our customer experience room to reflect the real
hopes and headaches people in Michigan have with their health insurance. We
took it on the road, visiting 10 Blues' locations in 90 days to interact with
thousands of our employees."

The BCBSM Customer Experience Room helps the Blues' nearly 7,000 employees
better understand and empathize with customer pain points about health
insurance, and fosters enterprise-wide employee engagement in improving the
customer experience. The mobile, interactive room offers an immersive learning
environment through a series of exercises designed to meet a variety of
learning styles. Using self-guided navigation, employees walk through the
experiences of three customer "personas," crafted after extensive research by
the company. Employees see how customer experience initiatives undertaken by
the company connect with how Blues customers want their experience to be.

Levine will be one of four panelists on May 30 at 7 a.m. during a Detroit
Regional Chamber Mackinac Policy Conference presentation on customer
experience at Grand Hotel on Mackinac Island. The panel presentation will
discuss how health insurers are changing to meet the demands of consumers, and
why the customer experience matters to companies in all industries.

About the CXPA
The Customer Experience Professionals Association is a global non-profit
organization dedicated to the advancement of customer experience management
best practices. It provides customer experience management professionals with
educational and networking opportunities to help them succeed, and facilitates
the industry-wide advancement of the discipline of customer experience
management. The CXPA's members include individuals who develop, manage,
optimize, and envision how organizations interact with their customers. This
community includes customer experience practitioners within companies, vendors
who support customer experience efforts, and other stakeholders in the
industry. Founded in April 2011, the CXPA has more than 75 Corporate Members
and 2200 customer experience professionals in its community. CXPA Gold
Sponsors include Confirmit, ForeSee, SAP America, Inc., Oracle, Vivisimo, and
Vovici, a Verint Systems Company. Achieve Global, Clarabridge, Inc.,
Corsential, Interactive Intelligence, Mattersight Corporation, Medallia,
ResponseTek and TNS are CXPA Silver Sponsors. For more information, visit

About Blue Cross Blue Shield of Michigan
Blue Cross Blue Shield of Michigan, a nonprofit organization, provides and
administers health benefits to more than 4.4 million members residing in
Michigan in addition to members of Michigan-headquartered groups who reside
outside the state. Blue Cross Blue Shield of Michigan and Blue Care Network
are nonprofit corporations and independent licensees of the Blue Cross and
Blue Shield Association. For more company information,

SOURCE Blue Cross Blue Shield of Michigan

Contact: Stephanie Beres,, 313 549-9884
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