Supporting Customer Advocacy With Intelligent Knowledge Management Steve Pfeilsticker May 8, 2017

Introduction Who is Steve Pfeilsticker? What is Express Scripts? Sr. Business Systems Analyst – Express Scripts 17 years of experience in technical writing, web/system development, and project management. Primary Architect of KMS at Express Scripts What is Express Scripts? Largest prescription benefit plan provider in the US Make the use of prescriptions drugs safer and more affordable for our members Handle millions of prescriptions each year through Home Delivery Revenue >$100B

Three Key Takeaways Define customer advocacy and how you can positively impact it Understand lessons learned at Express Scripts that could apply to your organization Learn 10 key principles for developing your own KMS as a means to support customer advocacy

Laying the Foundation Express Scripts / Medco Merger – 2 separate KMS in play Directive to “Enhance the Member Experience” Conducted Focus Groups and Surveys to gain understanding Challenged ourselves to solve the problem from both ends: Creating an environment of customer advocacy with better, top-of-the-line tools and documentation for our agents Ensuring our members were receiving the level of service and quality they so rightfully deserved.

Customer Advocacy Accuracy Courtesy Efficiency Understanding what customers want: Accuracy Courtesy Efficiency Create advocacy by helping the customer feel: Acknowledged Valued Confident Represented Respected Informed Supported Quality Time = Positive Member Experience Not easy as there are barriers that exist Pressure to achieve handle time metrics Difficulty with their reference materials

Our A-HA!!! Moment First step, understand the problem: Focus groups and surveys Shadowing (Direct or Indirect)

Our A-HA!!! Moment Second step, look for patterns or recurring themes: Knowledge Management tools and resources didn’t set them up for success Tools were difficult to use Information was hard to locate

Our A-HA!!! Moment Third step, solve the problem: We’re not just Customer Advocates, we’re also Employee Advocates Shift from the original vision Continuous coaching wouldn’t solve this problem. What is the one common thread? DOCUMENTS…DOCUMENTS…DOCUMENTS

Principle 1: Get Your Bearings Define where you are and Determine where you want to go: Understanding the Myth What is the culture? Expected Memorization of SOPs Documentation is Static Information easily located Define the Gaps Separate reality from the desired outcome Is there consistency and organization Efficient Writing = $$$ savings Know the Pain Points Root cause for not performing optimally. Lack of agility in processes Too much overhead Lack of standardization System Inefficiencies/Inadequacies

Principle 2: See Your Destination Establish a mission and a vision Develop an enterprise-wide knowledge management system that integrated context-specific knowledge management within the user’s service system to improve efficiency and quality, and reduce operating costs. Brainstorm and trystorm potential ideas Develop multiple POCs and measure value

Principle 3: Sell Your “Why”! A solution is only as good as what you are going to get from it What are the benefits? How will it enhance the customer experience? Will it increase efficiency? Will it reduce overhead? Strategy is key! Establish a direction Think broadly Think long term

Principle 4: Understand the Technology Know your tools and what they can do Utilization breeds potential Assess feasibility within the design framework Know its flexibility and adaptability Understand any possible limitations

Principle 5: Catalog Your Content Lists are OK…but it’s all about the Metadata, Metadata, Metadata Increase efficiency and organization Reporting Dynamic Searching Create meaningful relationships between your documents Taxonomies and Ontologies

Principle 6: Reuse is Good Why reinvent the wheel? Avoid duplication >>> Bad things happen! Stay in tune with ways to repurpose (or single-source) content Create a content catalog Utilize snippets

Principle 7: Know Your Audience Two common mistakes Language and/or Terminology is way too advanced Ask yourself, “Would I find this meaningful?” Employ a Quality Assurance (QA) Peer Review Strategy Documents are displaying for people who have no reason to see them Is the metadata correct? Are the targets valid?

Principle 8: Avoid Overload Keep the reader’s cognitive load in check Too much information can cause overload Results in the reader missing important information, or losing interest Simple strategy >>> Content visible/hidden based on reader discretion.

Principle 9: Search Optimization What makes for a positive search experience? Relevant search results Good ranking One-click access to content How to create the experience? Make the content relevant Think dynamic >>> Utilizing a metadata schema Promote results Utilize Reports >>> Know what users are finding and NOT finding

Principle 10: Hone the Experience It’s not all about the documents and the technology Consider the following 5 things you can do to hone your KMS: Give your users a voice Establish document ownership Continuous monitoring Focus on continuous improvement Launch a change control group

Bonus >>> Principle 11: Don’t Be Stagnant! Writers: Be aware of current writing trends and strategies Documentation Managers: Think about continuous improvement Administrators: Make search engine optimization (SEO) a priority

Three Key Takeaways Define customer advocacy and how you can positively impact it Understand lessons learned at Express Scripts that could apply to your organization Learn 10 11 key principles for developing your own KMS as a means to support customer advocacy

Questions? Comments? Let me know! Steve Pfeilsticker Email: sjpfeilsticker@express-scripts.com @sjp2210 Twitter: LinkedIn: https://www.linkedin.com/in/steve-pfeilsticker-a456175