CASE STUDY

Customer Health & NPS | Firefly Health

Transforming customer insights into organizational action

Timeline: 2023, Q2

My Role: Program Designer & Data Advocate - metrics strategy, dashboard design, executive reporting, cross-functional coordination

Challenge: Transform ad-hoc NPS tracking into systematic customer intelligence that drives organizational action and accountability

Phase 1

The Problem

During Firefly Health’s transition from primary care provider to comprehensive health plan, I discovered concerning NPS satisfaction trends that weren't yet getting the attention they required.

What I observed:

  1. Declining satisfaction patterns hidden within monthly NPS fluctuations

  2. Growth-focused mindset of company led to emphasis on positive signals

  3. Segmentation blindness where overall NPS scores masked critical gaps between primary care NPS (strong) and health plan NPS (declining)

  4. Actionable feedback ignored - written NPS responses contained specific operational insights that weren't reaching responsible departments

  5. No accountability mechanism connecting NPS problems to departmental responsibility

The business risk: Our critical pivot to becoming a health plan could be jeopardized if satisfaction issues weren’t addressed before becoming business-critical problems.

Phase 2

Solution & Implementation

I designed and implemented a comprehensive customer intelligence program that made satisfaction trends visible, actionable, and impossible to ignore at the organizational level.

What I built:

  • Looker dashboard stories and visualizations, translating business questions into actionable data views

  • Systematic reporting program securing 10+ minutes at monthly company-wide meetings for detailed NPS analysis

  • Departmental accountability framework with responsible VPs and Directors sharing improvement plans when their areas showed concerning satisfaction trends

  • Escalation protocols triggering deeper organizational response when NPS declined below acceptable thresholds

How it worked: When data revealed concerning trends, I worked with department heads to prepare presentations on root causes and solutions. Follow-up reporting tracked improvements.

Phase 3

Results & Organizational Impact

The program successfully created organizational accountability and reversed satisfaction declines during a critical business transition.

Key outcomes:

  • Maintained high NPS for Care-only members while establishing realistic benchmarks for health plan satisfaction during business transition

  • Prevented satisfaction crisis during business model pivot when customer expectations were most vulnerable

  • Created lasting organizational habit of proactive customer satisfaction monitoring and response

  • Departmental ownership established with VPs taking responsibility for satisfaction in their operational areas

  • Early warning system enabling rapid response to emerging customer experience issues

Key project insights

Data advocacy requires organizational strategy

Having good data isn't enough - you need to design systems that ensure important insights reach decision-makers who can act on them. Creating unavoidable visibility in company-wide forums turned ignored trends into organizational priorities.

Segmentation reveals hidden risks

Overall satisfaction scores can mask critical problems in specific customer segments. Breaking down NPS by member type revealed that our primary care strength was being undermined by health plan operational issues that required immediate attention.

Accountability drives action

Connecting satisfaction trends to specific departmental ownership transformed abstract metrics into concrete improvement responsibilities. When VPs knew they'd present solutions at company meetings, problems got solved faster.

Timing organizational changes with business transitions

Implementing systematic customer intelligence during our health plan pivot created crucial early warning systems when customer expectations were most at risk. Strategic timing amplified the program's business impact.

Let’s Build Something Great

Whether you need strategic UX consulting or hands-on design work, I'd love to hear about your project and explore how I can help.