Work
A small collection of case studies from the work I've loved doing.
Promise to Practice - Health System Patient Experience
Company: Piedmont Healthcare
Reach: GA, AL, SC | B2C
Audience: Patients, Caregivers, Employees
Brief
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Piedmont’s goal is to offer the leading patient experience in the states they serve and across the industry. Georgia has a dense group of similar sized health systems with high brand recognition and deep roots in the state.
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Piedmont partnered with SpurConnX to support two functions:
1) To fractionally lead the digital patient experience (PX) team within the Brand Growth organization reporting to the Chief Growth Officer.
2) Guide the development of new North Star PX metrics, the vision, and strategic roadmap to deliver on core business goals to grow greater patient trust, choice, engagement, and service expansion.
Approach
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In addition to fractionally leading the digital patient experience for the system, SpurConnX fielded key stakeholder interviews, led focus group research, shared key insights, and developed PX KPIs, vision, and roadmap recommendations with executive leadership and CEO.
Results
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PX metrics were aligned through CEO, updated on the company-wide scorecard, and tied to leader compensation.
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Patient satisfaction and engagement metrics are currently increasing at an accelerated rate beyond targets.
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Ultimately, more patients are trusting Piedmont with their health care needs. Choosing Piedmont for more services. Brand stickiness is being created. Office visits and revenue are growing, therefore, Piedmont can invest more in their people and the community.
Competitive Product and Service Strategy
Company: Spafax
Reach: Global | B2B2C
Audience: Airline Clients, Content Partners
Brief
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The travel entertainment and advertising landscape was becoming more competitive with new players in the market posing direct competition for Spafax.
Spafax sought to understand how to gain back and grow market share in the North America after losing their largest airline clients to new competitors. They had a goal to to stop competing on price due to slim profit margins and win with an unmatched client experience.
SpurConnX needed to determine product and service offerings clarifying what the market needed and desired, what was reasonable for Spafax to offer, and why Spafax should provide particular services by identifying critical gaps with offerings plus what capabilities needed to be developed.
Approach
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SpurConnX developed a research strategy with Spafax to run multiple, virtual focus group interviews across North America stakeholders. Current and former clients were respondents sharing vision and strategy, followed by their 5-10 year vision, and their greatest challenges to achieve their vision.
Results
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SpurConnX recommended new target metrics for Spafax aligned with their airline client KPIs and new key pillars of focus Spafax should consider to apply across all product and service offerings.
Strongly aligning to airline client KPIs and vision created a more valuable and competitive offering for Spafax.
Spafax is now building its product and service strategy guided by SpurConnX’s recommendations and the updates are resonating well in the market.
Multi-Year
New Service Rollout
Company: Delta Air Lines
Reach: Global | B2C, B2B2C
Audience: Passengers, Corporate Accounts, Employees
Brief
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Delta was on a multi-year journey to launch onboard Free Wi-Fi service
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Given the multi-year rollout, Delta needed to drive customer hype over many years, limit service disruption, and set customer expectations to hedge dips in customer satisfaction
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Delta needed employees to understand and support the the $1B+ investment amongst the COVID pandemic and feel equipped to service customers over the course of change
Approach
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My team developed the multi-year, phased GTM strategy driving excitement, awareness and understanding across Delta employees and customers globally
Results
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Delta became the first major US airline to offer Free Wi-Fi
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As of Q2 2023, Delta has realized a 20 pt YOY customer satisfaction increase, significantly higher engagement rates, gained 1M new SkyMiles loyalty program members and more
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The Wi-Fi customer experience has won numerous industry awards
New Co-Branded
Product Launch
Company: Delta Air Lines
Reach: Domestic US | B2C, B2B2C
Audience: Passengers, Corporate Clients, Employees
Brief
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There was significant opportunity to grow the SkyMiles and Delta / American Express program by acquiring new / infrequent travelers with a no-annual fee credit card product
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Delta and American Express needed to drive new product customer awareness and acquisition and ensure customers right-sized for higher tier products did not downgrade to the no fee card
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Given financial industry regulations, Delta needed to quickly train Delta employees promoting the product and 3rd party sales teams on the new card and its benefits
Approach
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As part of the integrated, 360 GTM campaign, my team led the development of the external marketing, internal comms, and employee readiness strategy supporting the in-person sales channels
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This approach leveraged DM, email, site placements, employee event collateral, a large HQ full-day celebration to drive employee awareness and excitement, training plans, and customer promotional collateral
Results
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Delta was able to acquire the most new card members in the history of the nearly 30 year partnership with American Express - a stretch target of 1M new card members within a single year
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The Blue Card has been highly successful helping Delta tap into a new customer group and break record card acquisition volumes to date
Redesign Employee Incentive Program
Company: Delta Air Lines
Reach: Global | B2C
Audience: Employees, Passengers
Brief
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Engagement was falling in the employee Delta / American Express Credit Card promotion program
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Delta needed to win back and inspire employees to join the program, drive card portfolio excitement, and empower employees to successfully promote the cards with the right tools and training
Approach
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My team made the case to redesign the program and relaunch under a new name, Uplift, focused on the program value and opportunities provided to employees with an easy to use portal at its heart
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A 3 day workshop provided direct feedback from 50 employees from all over the country
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We narrowed down the incentive structure and program economics based on the feedback received and program budget
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Designed and built the Uplift portal, lifecycle marketing structure via email and direct mail, customer service call center, and backend incentive fulfillment
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Developed the integrated, 360 program launch campaign
Results
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Within the first year, 40% of Delta employees (32k employees) joined the program and drove 10% of new card acquisitions surpassing the target and further supporting the $2B+ Delta / Amex relationship
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The Uplift portal won the 2017 WebAward for Outstanding Website from the Web Marketing Association
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