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Reports from research firm Forrester and analytics firm Verint Systems released studies ranking the nation’s top insurance payers based on customer satisfaction.
The Forrester report ranked Humana in first place, followed by Kaiser Permanente. Highmark Blue Cross Blue Shield/Highmark Blue Shield rounded out the top three.
Forrester’s report, “The US Health Insurers Customer Experience Index, 2021,” is based on data from more than 85,000 U.S. adult customers of 17 of the largest health insurers,
Humana increased its score by almost 3 points, outpacing last year’s top brand, Florida Blue, according to the Forrester report, and had the highest ratio of positive to negative experiences: almost 13 to 1.
Kaiser Permanente managed to best its third place finish last year thanks to its ability to quickly orchestrate solutions to disruptions and pain points brought on by the COVID-19 pandemic.
In Verint’s report, United HealthCare ranked first with a user satisfaction score of 84.1, followed by Humana with 83.4 and Kaiser Foundation Health Plan in third with 82.8. The Verint study was based on the data provided by 250-260 responses for each health insurance provider.
WHY THIS MATTERS
Perceived value had the greatest impact on satisfaction for the vast majority of the top 25 U.S. health insurers evaluated, the Verint study revealed.
The Forrester report noted customers found website and mobile app experiences to be more important than premiums, rates and fees, indicating the impacts of digitalization and consumerization on the healthcare industry.
The Forrester study also found video chat continues to be the most emotionally successful communications channel, with 68% of customers reporting a positive experience from video chats.
The Verint report also found insurance providers that cover telehealth have a 12% higher trust score from their members than providers who do not provide telehealth coverage.
THE LARGER TREND
While the Verint report revealed cost transparency and mental health were relatively less important to members as a whole, it also indicated cost transparency is 116% more important to Gen Z than the average member.
It ranked as the second most important factor in their decision making. In addition, mental health coverage was 281% more important to Gen Z than other respondents.
That could pose a threat to provider user satisfaction ratings in the future, as the issue of price transparency becomes more central: Hospitals are not complying with the price transparency rule, two studies recently found.
ON THE RECORD
“The global pandemic has created new challenges for health insurance companies, from the contact center’s need to tackle new processes and procedures like COVID-19 prevention, testing and treatment information to financial pressures. And health insurers had to adapt and act quickly in a constantly changing world,” said Kevin Daly, Verint’s global vice president and GM, experience management, by statement. “Our research shows that the top health insurance companies delivered great member experiences across channels. What’s more, the report shows what members want out of their experience and when and how they choose to engage with the company.”
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