Humana Tops Forrester’s Health Insurance Report: Elevating Customer Experience to New Heights

Humana has once again taken the top spot among health insurers for customer experience, marking the fourth year in a row. This recognition comes from Forrester’s 2024 Customer Experience Index Rankings, which surveys thousands of consumers.

In this survey, over 12,000 individuals shared their experiences with 16 major health insurance companies. Humana’s consistent leadership shows its dedication to keeping customers happy.

David Dintenfass, Humana’s enterprise growth president, emphasized the importance of a great customer experience. He stated, “Our work to improve customer interactions is clearly making a difference.”

Forrester’s CX Index rates brands based on quality, ease of use, and how emotionally satisfying customer interactions are. Companies that excel in these areas often see stronger customer loyalty and better retention rates.

Following Humana, other top health insurers include:

• CareFirst BlueCross BlueShield
• Kaiser Permanente
• United Healthcare
• Blue Shield of California

Despite Humana’s strong performance, the overall situation in the health insurance sector isn’t as bright. According to the survey, the average customer experience score for health insurers dropped by 2.7 points this year, marking the third year of decline. Many brands faced significant drops in their ratings, with five receiving a “poor” score—a big jump from just one last year.

Even leading companies like Humana and Kaiser Permanente experienced their lowest ratings in five years. Still, it’s important to note that customer loyalty in health insurance is on par with nearly half of the other industries surveyed, with about 20% of customers remaining loyal to their insurers.

Rick Parrish, VP at Forrester, pointed out that companies aiming to enhance customer experience do benefit, noting that those focused on the customer tend to see faster growth in revenue and loyalty. By prioritizing customer needs and creating positive interactions, businesses can boost their reputation and build stronger relationships.