To build trust, health insurers need to demonstrate their value to customers. That means offering a convenient, satisfying customer experience. Here’s how.
It’s no secret that lots of consumers harbor deep skepticism toward their health insurance companies. A 2016 Harris Poll found that only about 16% of U.S. consumers think health insurers put patients above profits.
So as insurers mobilize to prepare for a new era of competition including, potentially, against formidable disruptors like Google and Amazon and savvy retailers like CVS and Walmart, restoring that trust will be a crucial task. And while that won’t be easy, it’s not particularly complicated either.
To build trust, health insurers need to demonstrate their value to customers. That means helping them get healthier and save money and providing them a convenient, satisfying customer experience.
Which is sad because between them they have tons of useful data that could provide value to consumers and enormously powerful computer systems that can-and do-streamline the provision of care and payments.
Little of this is visible to healthcare consumers, however, and what they can see is often cloaked in impenetrable codes or balky and counterintuitive user interfaces. It’s hard to get your customers to trust you and buy into the goal of improving care and lowering costs when they can’t understand what you’re saying. The message you must get across in every customer interaction is you’re not using technology to save the health plan money, but to keep members healthier and happier. You need to demonstrate the value they’re getting from the system if you want them to utilize the tools you are building.
Here are five of the most important steps toward improving trust and customer experience:
Mark Nathan is CEO of health insurtech company Zipari, which develops solutions for carriers to engage with consumers in new and innovative ways.