MaestroIQ Blog Learn how Oscar Health differentiates from the competition with the 5-step CX Innovation Framework to build customer loyalty:

Today we're going to walk through the 5 step framework with Oscar Health Insurance. The core product Oscar offers customers is an insurance plan that covers certain medical costs when someone gets sick. Today, we'll see how Oscar competes on customer experience, not just product.Lets dive into a customer experience innovation from the start of the journey:Oscar wants to get a prospect on the phone with an Oscar rep to fill out the last forms to finalize the purchase. Each prospect has a journey before getting on the phone.Framework Step 1: Map the customer journeyOscar qualitatively laid out the different lifecycle phases a customer goes through from being a prospect to becoming a customer. The first two phases are above.They understood that on the journey from prospect to customer, prospects like to understand pricing before committing to an insurance provider.Framework Step 2: Identify Areas of ImprovementThen, Oscar needed to identify what information was not as helpful as originally intended along this decision-making journey.Through both an intuitive understanding of their customers and listening to feedback, Oscar identified that customers would prefer a personalized price.Framework Step 3: Create Innovative Customer ExperienceInstead of a static pricing page like competitors, Oscar created an interactive calculator that lets individuals receive personalized pricing quotes. See below! Framework Step 4: Turn anonymous users into identified peopleOscar did not set up the customer experience in a way to identify these anonymous prospects, though. This is a huge gap in the strategy because now, Oscar can't communicate with these customers to help them through their decision making process.If Oscar quantitatively mapped the customer journey, they could learn that prospects often look up quotes multiple times and get frustrated by the 3rd and 4th time.They could leverage this insight to expand upon their current pricing experience by enabling customers to 'Save and Modify' their quotes for future visits. This adds value to the customer experience and when prospects creates an account to save quotes, they identify themselves to Oscar!You can see Esurance do this!Framework Step 5: Communicate this experienceOscar uses email marketing as a way to communicate with prospects. By mapping the customer journey to understand the current customer experiences and identifying where customers are along the journey, Oscar can message each individual with information to help with their decision.In this case, Oscar can let customers know that when they check their price quote, it is useful to save quotes so that they can easily refer back to them in the future.Now, lets look at Oscar's customer experience innovations post-purchase:Health insurance is only used when you are sick. However, people are sick a small minority of their lives.When Oscar mapped the customer journey, they realized there was a huge gap in the customer experience when people are healthy!So, they decided to create an innovative customer experience to build a relationship with customers while they are healthy.The Oscar Mobile App lets customers track their activities and get rewarded for achieving certain health goals.Once people download the mobile app, Oscar can identify customers in their daily life and communicate with them in innovative and personalized ways going forward.Key Takeaway:Oscar Health is clearly thinking about how they can differentiate themselves from competitors by offering a better customer experience.When following the 5-step framework, we see that Oscar is doing many things right but has areas to improve.Maestro works with brands to help them innovate their customer experience to stand out from competitors by following the 5-step Customer Experience Innovation framework. Feel free to reach out to MaestroIQ to see how you can continuously improve your customer experience via marketing, sales, and support.