1. SpeechTEK August 2007 Aetna Voice Advantage ® August 2007 Dottie Verkade Head of Speech Innovations Monique AVA Innovation Labs "..we want to tell them right away what it is we want..without going through their prompts...."

2. 2 Aetna Voice Advantage ®  Aetna's state of the art interactive voice response system  Critical customer touch point - 50 million calls  Constituent focused design – Medical & Dental Health Care Professionals – Members – Mail Order Drug  Robust Self Service Features  Personalized Call Routing  CSR Aetna Strategic Desktop and Cisco CTI/ ICM integration  Suite of Operational and Behavioral Reports

3. 3 Aetna Voice Advantage Goals  Achieve Service Excellence Simplify and personalize callers experience when they call to quickly connect them to the right resource  Differentiate Aetna Align the 'persona' of the system with Aetna’s brand to provide consistent messaging and constituent-focused language  Implement on state of the art hardware and software An open architecture to manage future growth, leverage and integrate speech across all service channels  Improve Transaction Efficiencies Support customer’s preferred method of contact, utilize new capabilities to assist other departments and drive service quality.

4. 4 AVA Technical Architecture  State of the art interactive voice response telephone system leveraging the latest voice technologies and open standards  Nuance OSR 3.0.12  Nuance OSDM core 2.0.3  Nuance RealSpeak 4.0.12 (TTS)  Nuance Speak Freely  Avaya IR 1.3  Websphere 6.0  Sun Solaris version 8  VXML 2.0

5. 5 AVA Awards and Recognition  Insurance Networking Magazine 2006 "Aetna Steps Up"  2005 Nuance" Best Practice" Delivering Value through Differentiation, Innovation and Integration  2005 "Most Innovative Solution” award from Speech Technology Magazine  2003 Scansoft "Best Practice Award "

6. 6 The Provider at the Center What Is Aetna Voice Advantage  Aetna's interactive voice response telephone system - speech enabled  Provider specific call routing with caller identification - ANI  24x7 Self Service features  Provider and Patient info passed to CSR Key Features  Provider designed call flows  Touch tone and speech combo  Simple menu structure, tunnels  Type of Service Codes added  One call multiple patients  Provider and patient info passed to CSR  Easy to use – Medical terms & codes  Fast Service – Self service options – Fax back option  Reassurance & Efficiency – Accurate information in AVA Provider Influences  Reason for their call – Obtain Information – Simple Transaction – Solve a Problem  Expectations set by other companies they call  Business to Business call Providers Want Trust Easy To Use Reassurance & Efficiency Fast Service The provider at center

7. 7 Provider - AVA 2nd Generation Deployed Dec 2006!  Self Service Feature Utilization – 50% Coverage and Benefits – 46% Claim Status – 4% Contact Info - claim mailing address – PreCert - coming soon  Business Benefits Realized - completed calls – 300 Customer Service Agents  AVA assist - some self service prior to transfer – 35% of CSR handled calls  Caller Satisfaction – 95% successful Provider ID  13% ANI Match – Faxback increased 25% Jan06-Jan07 – Provider and CSR Feedback

8. 8 The Member at the Center What Is Aetna Voice Advantage  Aetna's interactive voice response telephone system - speech enabled  Personalized call routing with caller identification  24x7 Self Service features  Caller info passed to CSR Key Features  Call flows designed specifically for members  Speak Freely, natural language call routing  Female voice talent selected by members  Easier Member ID, fewer steps  Simple Self Service features  Easy access to CSR  Caller info passed to CSRs using ASD  Easy to use – Use their own words to say why they are calling  Fast Service – Self service options – Info passed to CSR  Reassurance & Efficiency – The option to talk to a CSR  Trust – How the voice sounds matters Member Influences  Reason for their call – Obtain Information – Simple Transaction – Solve a Problem  Expectations set by other companies they call Trust Easy To Use Reassurance & Efficiency Fast Service The member at center Member Wants

9. 9 Aug 06 - Oct 06 High Level Call Flow Design Nov 06 Member Usability Testing AVA application coding begins Dec 06 – Mar 07 Final Call Flow Design CSR and Member Testing Feb 07 Member Speak Freely Data Collection Apr 07 AVA application testing begins May 07 Member Speak Freely Pilot AVA Member Journey Research & Concepts Design, Test & Confirm Pilot, Enhance, Deploy Jan 03 AVA 1st generation deployed Dec 04 AVA Next Gen Blueprint & Roadmap May 05 – Dec 06 Provider Next Gen designed &deployed May 05 – Dec 05 Forrester Member IVR Review Cross Industry Best Practices Member Innovation Labs Jan 06 - Feb 06 Market Research Other Companies AVA Vision Demo created Mar 06 - Aug 06 AVA Member Style Guide & Voice Talent Member Speak Freely Data Collection May 07 – Aug 07 AVA System Testing Jul 07 CSR Training & Communications Aug – Sept CSR Testing Pilot with several key clients Pilot Enhancements Rls 1 Launch Speak Freely & application tuning analysis Sep 07 – 1Q08 Release 1.0 Roll-out Ongoing enhancements Continuous input and feedback from Members, CSRs, Service Center and Cross Company Teams

10. 10 AVA Member Next Gen Rls 1.0 Who’s Covered Member's Plans Effective date Who’s Covered Member's Plans Effective date Medical & Dental ID Card Request Medical & Dental ID Card Request Health & Dependent Care Flexible Spending Account Health & Dependent Care Flexible Spending Account Health Savings Account Route to the Bank Health Savings Account Route to the Bank Medical & Dental Claim Status Medical & Dental Claim Status Medical, Dental & Rx Directories Claim Forms Medical, Dental & Rx Directories Claim Forms Web address Mailing Address Web address Mailing Address Balance and Payment Details Balance and Payment Details Claim Deadlines Mailing Address Claim Forms Claim Deadlines Mailing Address Claim Forms Thanks for calling Aetna. Briefly describe the reason for your call today. You might say, “I want to check what my plan covers”, or, “I have a question about a claim.” Those are just examples, so please tell me why you’re calling Thanks for calling Aetna. Briefly describe the reason for your call today. You might say, “I want to check what my plan covers”, or, “I have a question about a claim.” Those are just examples, so please tell me why you’re calling Member ID Date of Birth Member ID Date of Birth CSR Access anywhere

11. 11 Member -Key Insights  Simple routing is a caller priority - easy access to CSR – Caller satisfaction – Reduce 800 numbers published – Reduce network prompting and feature costs – Reduce call transfers  Simple self service features – Eliminated benefit details, PCP selection, claim details  Business value of AVA assisted calls – Reduced Average Handle Time – CSR can greet callers more personally  Investigate Cost avoidance benefits – Avoid new hire ramp up costs

12. 12 Member - Natural Language Call Routing - Speak Freely How to get started - why are they calling? Methods and how often How many and who needs to evaluate Call reasons types and application complexities Balance confirmation with confidence levels Usability Testing Viable to test Speak Freely prompts? Directed menu retry options Pilot the Speak Freely Dialogue Module

13. 13 Aetna Voice Advantage  Speak Freely prompt wording is critical  AVA Member Next Steps – Pilot, tune, evaluate and modify  Q & A