Earley & Associates Case Study: Aetna

Overview

Until 5 years ago, Aetna was a regionally focused company. Over a dozen service centers across the United States managed calls and claims for their geography. Content had been accumulated in an alphabetical list in a random sequence of categories which were not meaningful to the end users. Corporate management also understood that a centralized way of handling business (and their content) was necessary to increase profitability. As efforts began to simply workflows and business processes they began looking for an expert to guide them in the world of taxonomies, content management and search. Earley and Associates customized the card sort exercise for Aetna and also implemented focus groups and surveys in the Regional Service Centers.