We all know that violence is never the answer. The recent murder of UnitedHealthcare CEO, Brian Thompson, left many of us shaken. This tragic event brought to light the widespread frustrations people have with health insurers. Stories about denied coverage, delays in care, and even financial ruin due to medical bills have been flooding social media.
In light of this, health insurers are looking for guidance on how to move forward. They’re concerned about their performance metrics and how to regain customer trust. Unfortunately, some insurers are shifting blame onto the system or hospitals, ignoring their part in the challenges consumers face. The truth is, there’s a lot of work to do, and this effort has needed to start long before December.
As we head into 2024, trust in health insurers is at its lowest in three years. A recent survey shows that only 56% of people feel their health insurer has their best interests in mind. Additionally, the Customer Experience (CX) Index score for the industry has also dropped in the past five years. Basic service elements, such as handling transactions quickly, have seen a decline since 2022. In December, issues like claim denials and care delays sparked public anger. Here are eight strategies insurers can adopt to improve their customer experience:
- Start Listening. Don’t just guess what your customers are experiencing. Take the time to understand their world through proper research and data analysis. Show empathy by acknowledging their concerns and working to address them.
- Be Transparent. Share what you learn and the changes you plan to implement. Keeping customers in the loop helps to build trust. If changes affect customers directly, explain how you will make those changes and set realistic timelines.
- Take Real Action. Avoid making empty promises. Focus on quick, meaningful improvements. Continuously seek feedback to ensure you’re heading in the right direction. Investing in these enhancements will benefit both your members and your organization.
- Collaborate with Customers. Involve customers in the creation process. Ask them what they truly need rather than guessing. Pay special attention to underserved groups, like those with disabilities. By centering on customer needs, you’re more likely to create successful experiences.
- Get the Basics Right. Building trust relies on being reliable and accountable. Understand customer perspectives, simplify complex processes, and focus on what matters most to them. Poor communication about costs, like surprise bills, can harm relationships.
- Fix Broken Processes. Many healthcare providers feel that health insurers complicate patient care. Identify and eliminate unnecessary obstacles to improve how patients receive treatment.
- Prioritize Customer Experience Over Scores. While improved experiences will boost measures like Net Promoter Score (NPS) and Customer Satisfaction (CSat), it’s essential to focus on addressing customer emotions and feedback. Treat all feedback as an opportunity to improve.
- Prepare for Future Crises. Insurers without a crisis communication plan risk long-term damage to their reputation. Start developing a proactive response strategy, including communication channels for engaging with customers and the public.
The tragedy surrounding Brian Thompson’s death can serve as a crucial turning point for health insurers. By taking these steps, they can restore trust and improve customer experience. Upcoming research will shed more light on these issues and the importance of clear communication.
