A Customer Perspective on Good Service. BCBSF Market Research, 1/1990
The video begins with a clip from a focus group which discussed customer service and an explanation of focus groups. The video presents a study that BCBSF Market Research conducted with nine focus groups that contained the following customer types: “Business Decision Makers,” “Employees with Group Health Care Coverage,” and “Seniors.” With supporting clips interspersed throughout the video, BCBSF Market Research presents the conclusions that employees that work in the front represent the whole company in the eyes of the customer, that customers expect the same high quality customer service as other industries from their health insurance company, that poor customer service damages a company’s reputation more than good customer service improves its reputation, and that customers have negative perceptions of insurance companies which requires the companies to work harder for a positive reputation. The study concludes that BCBSF needs to improve its customer service by paying more attention to the customers, ensuring that the employees dealing with customers know enough to be able to help the customers, improving communication with the customers, increasing the speed and quality of service, and ensuring that customers are treated fairly.
Florida Blue Archives; BlueCross and Blue Shield of Florida, Inc. -- advertising and marketing, audiovisual materials—archives
Blue Cross and Blue Shield of Florida, Inc., "A Customer Perspective on Good Service. BCBSF Market Research, 1/1990" (1990). Florida Blue Audiovisual Materials. 18.