Health Plans Fail On Customer Experience

Forrester’s 2010 Customer Experience Index (CxPi) ranks 133 firms across 14 industries. I recently analyzed the results of the nine health plans in the CxPi. Here are the overall results:

Some interesting tidbits from the research:

  • Health plans were the worst scoring industry for the third straight year.
  • The average score across health plans was the same as it was in 2008, a “very poor” 51%.
  • Kaiser was in top place again, although it dropped a bit from 2008.
  • The public plans, Medicare and Medicaid, had the largest improvement.
  • Anthem (BCBS) and United Healthcare dropped the most since 2008.

The bottom line: Health plan customer experience needs resuscitation.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

3 thoughts on “Health Plans Fail On Customer Experience”

  1. When it comes to things like your health, getting customer experience right also has an impact on your general wellbeing. I think customers expect a lot of their health plan and when that isn’t delivered, the experience can not be “fixed” after that point. The customer won’t be happy again if they are let down a first time.

  2. Simply slashing costs to increase profits is not sustainable. There needs to be more cooperation between health plans and health care givers to improve the patient experience. Finding better ways to create efficiencies while improving provided care is key. Gaining insights from care recipient feedback is an important and illuminating means to understand what is happening in the care setting, the patient experience and ultimately guide critical strategic decisions.

  3. In the financial benefits world, we used to say:

    “When customers feel good about your service, they will engage more. When they engage more, they make better decisions. When they make better decisions, they will have more money at retirement. So by providing excellent service on each phonecall, people will have a better retirement.”

    But also: “when people have more money in their accounts, our company also makes more money.” So there are only winners!

    The healthcare industry needs to understand that providing good service leads to more engaged people. This leads to healthier choices. This leads to fewer future claims. This leads to more profits.

    If the providers of health insurance do not get this dynamic, they will never see the sense in providing good service.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.