Michael Gerrish

About Michael Gerrish

At Blue Cross and Blue Shield of Kansas, my tenure as Chief Marketing and Experience Officer revolves around fostering growth through clarity and simplicity. Harnessing the power of insights, our team has significantly improved our marketing strategy and enhanced our customer experience, evidenced by achieving the industry\'s top Customer Experience Index score in 2024.Our strategic approach, fueled by user testing and customer insights, led to a 10% rise in year-over-year marketing qualified leads, thanks to the high-performance marketing team we\'ve developed. Our focus remains steadfast on creating engaging, simplified experiences through every step of a prospect and customer\'s journey. Our brand is our promise and our experience is delivering on that promise.

Experience

1. Chief Marketing and Experience Officer (Cmxo)

   Blue Cross and Blue Shield of Kansas

   Sep 2020 — Present · Lawrence, KS, US

   Growth and simplicity is my focus. Using an insights to action approach, I\'ve grown team capabilities and careers, marketing qualified leads, and new revenue while simplifying and improving employee and customer experiences along the way. A few notable accomplishments include- Launching the company\'s first customer experience management program in 2021, resulting in the top Customer Experience Index score within the healthcare industry in 2024- Developing a performance marketing team, resulting in a 10% increase in YOY marketing qualified leads- Introducing integrated marketing and experience capabilities, including: Brand research, Opinion polling, AI content generation, User experience design, Performance Data analytics, Journey mapping, and Customer Relationship Management (CRM).

Education

• Michigan State University

  M.S. Masters of Science, Customer Experience Management

• Western Illinois University

  Bachelor of Arts - BA, Public Communication and Human Relations

  1993 — 1997

• Western Illinois University

  Master of Arts - MA, Organizational Communication

  1997 — 1999

Skills

• Brand Management
• Social Media
• Retail Communications
• Employee Communications
• Marketing Communications
• Management
• Strategic Communications
• Leadership
• Marketing
• Advertising
• Newsletters
• Customer Experience
• Strategic Planning
• Karaoke
• Integrated Marketing
• Customer Insight
• Retail
• Corporate Communications
• Public Speaking
• Public Relations
• Internal Communications
• Social Media Marketing
• Speech Writing
• Digital Strategy
• Strategy