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Fireside Chat with Anna Wilcox: Getting Closer to the Customer at Bupa

Bupa is a large global organisation and within the UK has over 26,000 employees supporting over 4.7 million customers with their health and care needs. As one of the leading health insurance providers in the UK, Bupa Insurance has witnessed the impact that Covid-19 has had on the population and the healthcare industry.

The pandemic has changed the world as we know it, our outlook on the world and our attitude to health and wellbeing. During the pandemic the limited access to healthcare gave rise to a change in how customers looked to access healthcare. Bupa needed to ensure that its people remained close to the customers to understand how their needs were changing so that its products and services could support them in their daily lives and remain relevant and provide value.

To achieve this Bupa set out six strategic challenges to be achieved within 3 months, one of which is to enables its people to get closer to the customer and take ownership for delivering the change needed to improve the customer improvement. During this session Anna Wilcox, Head of Customer experience shares how they did so....



Anna Wilcox

Anna Wilcox

Bupa Head of Customer Experience

Anna is an established customer experience and marketing professional with a proven track record of delivering excellent commercial performance over the 20 years of my career. I started my career in marketing, planning and driving growth for large corporate organisations across industries such as the motor trade, pharmacy and IT. Over the years my passion for marketing sparked an interest in customer behaviour and 6 years ago I moved into the Customer Experience profession. I now head up the Customer Experience function at Bupa Insurance, aiming to be the world’s most customer centric healthcare organisation. All helping to achieve our purpose of helping people live longer, healthier and happier lives and making a better world.

Martin Hill-Wilson

Martin Hill-Wilson

Brainfood Consulting Founder
I'm a customer engagement and digital business strategist. Also an author and international keynote speaker. Working under my own brand, Brainfood Consulting, I design masterclasses and transformational change helping clients evolve their social and digital capabilities. Current topics include omni-channel design, proactive, low effort customer experience, social customer service and customer hubs. All themed around service innovation.

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