phoenix cab meeting summary and discussion

© Ceridian Corporation. All rights reserved.

Phoenix CAB MeetingSummary and Discussion

March 31, 2010


CAB participants


2010 Short-Range Plan Initiatives

Create Sustainable Client Value

Reduce our Client’s Direct

Expense

Streamline & Simplify

Conduct Additional Lean Events - Retire Legacy IT Systems

- Drive Commercial & Government Synergies

- Improve Admin. & Operational ProcessesBe Repeatable and Reliable

Improve our

Client’s

Productivity

Help our Client’s

Mitigate Risk

Reduce our

Client’s Indirect Cost

Reduce Complexity

Assure Compliance

Drive Utilization

Improve Outcomes

Document Savings & Client Value

Create an Integrated Leave Admin. & Short-term Disability Product - Create Short-term Disability ASO Solution

Redesign the Customer Experience - Drive Utilization through new Technology - Design New Modes of Service Delivery

Integrate with & Cross-sell other Ceridian Products

Implement Business Intelligence


CAB meeting overview

• Tuesday– Kickoff and year in review– Prove the Value initiative - update and workshop

• Wednesday– Portal strategy - “Give our members an excellent experience”– Leave Administration update– Building program awareness and use– Visioning/best practices – what’s next?– Health care reform legislation preview

• Thursday– CAB report out– Meeting wrap-up/next steps


Prove the Value initiative update

• A cross-functional team worked hard…

...to create HPS value equation:

...which was used to identify “drivers” and “levers” that create client value.


Client value and what drives it

UtilizationProgram promotion (awareness)Outreach & engagement (push technology)Need Identification (self awareness)Desired modes of access (easy)Trust/confidentiality (security and safety)

Direct cost out

What is client value?

What drives client value?

How can we increase client value?

Productivity

Program utilization

Cost

Goal attainment

Compliance

Indirect cost out

Risk mitigation

Program savings

Goal attainmentCommunication mode & timing (engagement)Communication quality / effectivenessParticipant experience (incl. clinical excellence) Incentive designReadiness to change

CostEmbed/ bundle with other benefits Streamline & simplify Service integrationRepeatable & reliableVendor management

Legal complianceSimplify regulatory complexityAssure compliance with rules and regulations

Complexity

Ceridian actionsCustomer results

How do I prove the value tocustomers

W-LEAP / W-L

H&W Leave General

Reduce stress

Reduce cardiovascular risk

Attain/maintain healthy weight

Improve teen health/self-image

Reduce tobacco use

Year-over-year HRA improvement

Reduce health care cost

Reduce absenteeism

Increase year-over-year use

Reduce risk of accidents/increase safety

Critical Incident – Outcome

Reduce of mental health cost

Identify/treat addiction

Increase engagement

Time saved

Reduce stress

Reduce absenteeism

Identify/treat depression

Increase resilience

Increase productivity

Promote in the household

Benchmark benefits

Allow pilot vs all employee

Show Ceridian as a model

Consultative

Integration of several vendors

Provide survey comments

Reduce disability claims

Cross-program enrollment

Reduce workers compensation claims

Reduce absenteeism

Help to be in compliance

Reduce client administrative time

Increase collaboration

Number of people/sessions used

Strategic consulting

Increase awareness

Participant satisfactionIncrease fitness / physical activity

Improve nutrition

Efficiency scorecard

Industry data on EAP/H&W use

Strengthen brand reputation

Share case studies

Reduce health care cost

Reduce risk of diabetes

Complimentary services

General

Number of employees retained

Increase resilience

Reduce stress

Time saved

Reduce absenteeism

Reduce turnover

Increase engagement

Reduce distraction

Increase diversity

Result: Client value is the focus of Ceridian’s strategy!


Prove the Value initiative update

• Health & Wellness– Dashboard created– Piloted with 3 clients’ data– Next step: Pilot with 5 more clients for feedback– Launch 1st gen value dashboard – Q3

• EAP & W-L– First draft of dashboard created– Reviewed with 2 customers– Next step: Expand pilot to 8 more clients– Launch 1st gen value dashboard – Q4

6

CAB conducted exercise on Proving the Value of EAP/W-L.


Results from Prove the Value exercise

• Human resource manager key metrics– Claims costs (compare EAP users vs. non-users)– Absenteeism (measured via shortening leaves to return to work sooner)– Employee turnover– Productivity (self-reported as hours saved by using EAP)– Employee engagement– Risk mitigation

• Executive key metrics– ROI– Utilization– Outcomes– Differentiators (i.e. How well does EAP/ W-L vendor work with and integrate

with other vendors/partners)

7


Web site redesign to improve member access• Re-cap from last year: customer needs and benefits

• Portal features and functionality

• Deep dive discussions on: – Online consultation– Communities– Suggestion technology– Registration, profiles and preferences


Portal

New ways of engagement, marketing, service delivery, reporting

Veterans Boomers Generation X Generation YSubscribersDependants

Retirees

Social MediaPrint/Email

communicationPush

CommutationsPromotion

Social Networking I Services I Content I Interactive Tools• Communities • Discussions• User-generated content• Staff facilitation• Entry into service

• Articles• Podcasts• Newsletters

• Trackers• Calculators• Self-Assessments• Locators

• Chat• Group sessions• Scheduled sessions• Access (e.g. EAP FTF)

Suggestions/ Rules engine

Utilization, Reporting and BI

Traditional Measures• Hits• Page Views• Unique Visitors• Time on site• Total/new Registrations• Most common topics

Measuring New Features • Community users• Mavens, influencers, followers• Individuals who generated content• Discussions and seminars• Demographics

Service Reporting • Chat sessions• Group sessions• Online EAP authorizations• Phone/online case coordination• Follow-up emails/ text messages • Outcomes tracking

Registration, profile and preferences


Homepage Visual examples

Hi, Ben My Account Personalize your site Log out

CommunitiesPersonal FinanceTobaccoWeightStressEmotional Well-BeingFamily LifePhysical HealthSee more topics…

Ceridian

ShortcutsMy HistoryMy File CabinetNewslettersMobileRSS FeedsSite HelpContact Us

Featured Content My Inbox

Talk with someone

Look up my benefits

Schedule a session

Featured Content

My Library

Personalize your site

My History Talk to a counselor

My groups My profile Depression information

Podcasts Newsletters Interactive Tools

Services Article Library Tools Communities My Public Profile Contact Us

About Us Privacy Legal

Search


Web site redesign to improve member access• Online consultation

• CAB is in full support of this feature and excited about it• Important for participants to be able to get what they need online • CAB is interested in the process design• It’s important to prove the value of this feature• If it drives utilization, customers would be willing to pay for it

• Communities• Topics for communities:

• Parenting, child care, elder care, financial, legal, H&W, etc.

• Depends on topic whether or not to open it up to other company's users • Customers need to be able to block certain communities & keep them from being shared

externally

• Customers want to better understand value• How will this drive utilization?• Are communities an entry into service?


Web site redesign to improve member access• Suggestion technology

• Good opportunity to suggest benefits /services• Need a plan on how to communicate this to employees

• Marketing of new site; Communication on new features on the site

• Need more decision points• Give participants the ability to decide what they want pushed to them• Survey participants to capture their voice

• Once portal is rolled out and suggestion technology is in motion, survey participants to see if their need was met by the suggestions. If so, stop suggesting items for them pertaining to this issue.

• Registration, profiles and preferences• Current site registration is favored for anonymity

• Only additional services / features• Hassle-free service (no mandate to log in / allow users to enter anonymously)

• Accommodating preferences provides a better user experience• Individual personalizing the site helps make it sticky


Leave Administration update and discussion

Update• Leave administration for FMLA and company policies is extremely

complex• Ceridian is upgrading Leave Admin product to integrate with Short

Term Disability administration

CAB recommendations• Value in integration of Leave Admin product with EAP/W-L, health

coaching and company benefits• Recommend against integrating with Long Term Disability as most

companies are not self-funded for LTD• CAB champions volunteers: Kathy Rogers and Sharon Klun


Building program awareness and use

Reviewed current communication supports• Account manager, communication consultant, account services• Annual reminder materials: brochure, wallet card,

posters, calendar• Ongoing reminders: Quarterly newsletters for EAP/W-L and health

coaching, monthly flyers/e-reminders• Redesigned LifeWorksHR site• New communication and

manager guides• New health coaching posters


Building program awareness and use

Discussed how tools are being used, whether support is sufficient, what we could do to make communication easier and more effective.

Issues and suggestions•Integration of communication about programs from different vendors – possible opportunity for Ceridian to coordinate•Employee info overload limits opportunity to send reminders/ internal messages don’t reach family – might build postcard home mailings into standard service•Need for new ideas – Ceridian could host teleconferences or Web meetings to give ideas and allow customers to share best practices


Visioning session: Apprentice challenge

16

The MissionDevelop a customer value-based strategy that will position Ceridian Health& Productivity Solutions to “win” and grow > 300% over the next 3 years.

Convince Trump and his executive team that you are the leadership team that has the best growth strategy to achieve Ceridian’s strategic objectives

How?Conduct a market attractiveness analysis by HPS productIdentify customer unmet needs and jobs to be doneDevelop innovative strategies that provides customer value

Present strategy after breakfast session to Trump and his management team


The Donald

17

Donald Trump


18

“Get to the root of the problem quickly”

Description (What?)

Develop services that address the root problem quickly by providing targeted assistance that removes the perception of being overwhelmed, including more resources for crisis management. Examples: Mortgage upside down Unemployed spouse

Customer Need/ Problem (Why?)

•Trend analysis allowing early adaption to changes

•Develop and provide solutions to address trends

Solution Priorities

•Expanded advocacy that results in resolution of issue or crisis

•Enhanced search engine•Needs analysis with recommendations of program use

•Dashboard and executive summary

Metrics – Customer Value

•Risk mitigation•Productivity•Limits or eliminates distractions and injuries at work

•Cost avoidanceoReduced turnover oReduced workers comp

© Ceridian Corporation. All rights reserved.19

“Increase my employees’ awareness and engagement”

Description (What?)

Develop a solution that increases the awareness of the programs and breadth of services throughout employees to improve their overall engagement.

Customer Need/ Problem (Why?)

• Increased utilization leads to improved value (ROI)

•Ongoing effort to change behavior over extended time frame

•Effective communications to employees

•Best-practice solution identificationSolution Priorities

• Home page content specific to individual user preferences

• Social media to reach more employees• Market Web site to employees and family• Access to communication experts and

support to incorporate into client specific communication strategy

Metrics – Customer Value

• Increased utilization (especially family members)

• Increased productivity• Reduced absenteeism & turnover• Employee satisfaction and

engagement


Visioning session results

20

The Donald hired the CAB

phoenix cab meeting summary and discussion

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