Customer Experience Advisory Council Member Profile
Keta Patel
Blue Cross Blue Shield Association
Manager, Consumer Experience |
Areas of Expertise
CX Management, CX Design, Human-Centered Design, Journey Maps, Storytelling, ROI, Digital Transformation and engagement, Culture, CX Improvement, and Prioritization, CX Governance, CX Strategy
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Keta Patel is a Consumer Experience (CX) professional with over ten years of working experience in design, strategy, and research. With a human-centered design experience, she has developed journey maps, service design blueprints, and strategic vision for clients in healthcare, technology, financial services, and retail. She drives strategic consultations to lead clients from CX vision to execution and helps connect CX efforts to business outcomes.
Keta currently works at the Blue Cross Blue Shield Association in Chicago and as part of the brand experience team, she implements and drives a customer experience culture that brings the BCBS brand promise and purpose to life. Her role includes creating awareness, mutual understanding, and cross-functional collaboration leading to true CX adoption throughout the organization. She brings the ‘outside-in’ mindset for improving the customer experience across the 36 Blue Plans. She leads the CX Management workstream and consults with the BCBS Plan leaders to help them build strong capabilities in Measurement, Consumer Understanding, Strategy, Program Management, and Culture.
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