Approach
We set out to deliver an online experience bringing service to the forefront, connecting personally and emotionally with consumers and differentiating BCBSNC from the rest of the pack. And we didn’t just want to connect on one level but in three ways by delivering the Brand Champion customer stories, then the customer service professional’s role in that story and finally the internal support stories delivered by the BCBSNC leadership.
Solution
HDC partnered with BCBSNC to develop an interactive and compelling mini module we call “We Stand By You.” To emotionally engage consumers up front, HDC designed a web interface using real people from BCBSNC to share moving member video testimonials showcasing their exceptional service and building value to turn more people on to the BCBS brand.
Results
This site, launched in July 2010, has been lauded across the board internally throughout the large BCBSNC organization.