What do Benefits Administration Clients Want from HRO?

Linda Merritt, HRO Research Analyst, NelsonHall

What HRO clients want falls into several buyer profiles based on familiarity with outsourcing and organization maturity. The NelsonHall Targeting Benefits Administration (BA) market analysis was published earlier this summer by Amy Gurchensky, and I noticed Amy included differences in client decision drivers by whether they were new to outsourcing or were already experienced in outsourcing. The concept crosses all types of HRO services and matches my running conversations with service providers. Let’s take a look at the following three buyer profiles through the lens of BA:

• Standard buyers
• Experienced buyers
• Progressive buyers.

Standard buyers: otherwise known as first time outsourcers are looking for reduced operating costs, better compliance with regulations, a way to transfer or minimize risk, updated technology and best practices, and improved participant communications channels. Employee and manager self-service and reducing HR administrative burdens are also popular drivers in the initial decision to outsource.

Experienced buyers: otherwise known as second generation outsourcers already have the basics in place and may be ready to broaden the scope of services, obtain more flexible technology, or increase participation in process streamlining to enhance efficiency and improve participant engagement. Changes may include adding new BA services or even consolidating vendors, but it can also include the decision to change to another vendor completely. Cost is still the number one concern, so contract renewals will not be a slam dunk. Providers who are on the ball with changing client needs and increased sophistication should be ready for thorough discussions on price, service, and value.

Progressive buyers: or sophisticated buyers may be ready to use the firm foundation they have built with their outsourcer to create the greatest possible business impact. In BA, this may include total benefits outsourcing where either pensions or retirement plan services are combined with health and welfare services under one vendor to:

• Lower total costs
• Simplify vendor management
• Integrate technologies across the services
• Improve the participant experience.

This is the time to bring out the most sophisticated offerings and analytics and focus on business value; leverage the value of benefits in employee attraction and retention; and optimize total program cost. Once again, existing BA vendors will be vulnerable to pricing concerns and client perceptions about the provider’s top-end capabilities and client retention will remain at risk.

As HRO matures and more clients gain experience in managing outsourced services, expect to see client needs change over time. Service providers can and do quickly tell which HRO profile a new prospect falls into by the language used, initial discussions on services, and outsourcing objectives, etc. It can be a bit harder to see when an existing client, even one satisfied with day-to-day services, is moving from one buyer profile to another. For clients new to BA, if you intend or even just hope to move up to the sophisticated buyer level, consider if the vendor who meets your initial needs will also meet your needs as your organization matures.

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Does HRO have True Grit?

HRO buyers usually address cost and service capabilities first followed by process best practices, compliance and reporting, and partnership compatibility to achieve change and deliver results. Further down are needs that we may take for granted. It is at this level that we see whether or not a HRO service provider has True Grit.

The first aspect of true grit is when a vendor invests in improvements in its performance in areas that go beyond just meeting service levels. For example, Aon Hewitt will use the N.I.C.E. call management quality system for all its service centers. This will improve and create a common service center experience for all clients from pre-merger Aon Consulting and Hewitt Associates and it will help create unity across the combined teams. When there is a drive for internal vendor values, it will show through to external customers.

The second aspect of true grit is robust planning for business continuity that goes beyond a plan on the shelf. Natural disasters occur all around the world and clients need assurance that the HRO service provider will be able to maintain operations if something happens at one or more of its locations.  Aon Hewitt’s business continuity strategies include shifting work to unaffected locations and having colleagues work from home. It also has redundancy between geographically dispersed centers. If one center becomes unavailable due to a disaster or crisis, it can shift call volume to an unaffected location to continue to provide service to clients.

In Japan, Aon and Aon Hewitt have several offices in Tokyo and it has provided contingent space away from Tokyo, where colleagues who wish to leave the area are able to go and work. In another example, IBM has service center operations in many locations worldwide, including Manila which is subject to major storms including typhoons. Its site specific business continuity plan includes prearranged busing for critical staff and back-up generators for power – with gasoline trucks standing by to keep operations fueled. A key step that can have major impact if missed!

The final level of true grit is the capability to help clients in times of crisis. Aon Hewitt has a Global Emergency Operations Center (GEOC) that it activated during the recent crisis in Japan. In one case, a call center shifted to the crisis response model for a client, which enabled employees to contact the call center to leave and retrieve messages for other employees. In addition, family members of employees can leave and get messages from one another. Communicating is often challenging during a crisis as cell service and phone lines are impacted, and this service provides another communication channel to employees and their families at a critical period in time.

A benefit of HRO should be robust service delivery beyond what a client can affordably provide on its own. Does your HRO service partner have the True Grit you need?

Linda Merritt, Research Director, HRO, NelsonHall