Speech and the Health Care Professional Community Maureen Cusanelli August 7, 2006

Customers Are At the Center of Everything We Do

Aetna Customer Service Shaping our Future Aetna Customer Service will provide a superior consumer experience at a competitive cost structure to differentiate Aetna in the marketplace.

Strategic Initiatives Aetna Voice Advantage™ Aetna's award winning automated telephone response system handles more than 50 million calls annually Designed to better meet the needs of our constituents based on extensive market research and ongoing usability testing Personalized call routing, self service transactions and provides caller information to Customer Service Representative Health Care Professionals Quick and easy to use Claim and benefit details Fax back for patient’s file One call for multiple patients Members Security, expect to identify themselves ‘Know me’ – personalized menus Simple self service order ID Card Pass my information to the CSR

Aetna Voice Advantage™ Award Winning 2005 Nuance Best Practice: Delivering Value through Differentiation, Innovation and Integration 2005 "Most Innovative Solution” award - Speech Technology Magazine 2003 Scansoft Best Practice Award

AVA Why the Next Generation? To position for future growth and flexibility Take advantage of new opportunities to provide a “Best in Class” caller experience Increase capacity from 72 to 96 New IVR Hardware and Software – Moving to an open system architecture – Sun Solaris servers – Nuance, Speechworks Open Speech Recognizer (OSR) and Speechify Text-to- Speech (TTS)

AVA Next Generation Goals Constituent Satisfaction Align with our Enterprise strategy to increase self-service adoption Simplify the process Provide consistent information across service channels Enhance reporting capabilities

How do we know what Health Care Professionals want? Health Care Professionals Focus Group – June 2005 Doctors and Dentists WOZ Testing – August 2005 Usability Testing – February 2006 Customer Service Representative Focus Groups – March 2006

What Health Care Professionals say they want from AVA Information that: – Fits into their office workflow – FAX back option – Aetna logo on the page – Accurate, timely, and relevant

What Health Care Professionals say they want from AVA (cont’d) Information that: – Easy to use and understand – Access that is fast and efficient – Ability to use “speech” or “touch tone” – Ability to “trust” self-service

AVA Next Generation Enhancements A new style and tone – Directed voice talent – Reflects Aetna Brand Simple call flow and navigation

AVA Next Generation Enhancements (cont’d) Clearer menu options Choice to “hear” information first then have it FAX’d, or both Option to speak to a CSR or continue with self-service

AVA Next Generation Enhancements (cont’d) Provider and Patient ID – Streamlined the Provider ID process – Improved navigation when doing “multiple patients” or “switching providers” in a single call – Remember patient information between transaction types (e.g. claim status to E&B: Caller will be asked “and with the same patient?”)

AVA Next Generation Enhancements (cont’d) Claim – New claim menu offers claim status or claim mailing address in the same path – Improved navigation through claims found by “dates of service” – Summary and detail level claim information

AVA Next Generation Enhancements (cont’d) Coverage and Benefits – Increased the number of benefit service type codes – “Tell me a service type” functionality or “list them” navigation options – Employ use of disambiguation menus to help caller find the specific service type needed

How Do We Know This Works? Direct Feedback during Usability – Doctor’s and Dentists say they “love it”, it is “Easy to Use”, and provides even more information (details) Test calls – prove shorter time to move through transactions OSI Reports Improved Operations Reporting Better use of Open Speech Insight (OSI) tool

Next Steps Pilot (3Q06) Launch (4Q06)