5 Tips to Creating a CX Program in Healthcare Insurance

By: Kate Zimmerman

September 1, 2015

CEM Programs
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Customer Feedback

According to Aetna, 22 million people are expected to purchase individual healthcare coverage in 2016. How can healthcare insurance providers position themselves to be the chosen provider among these individuals?

In the past, few people questioned where to get their health insurance—healthcare insurance companies had the advantage. Many people simply went with the plan provided by their employer. However, the Affordable Care Act has now made it more affordable to enroll in an individual insurance plan. Insurance companies now need to make sure that their customers are not only healthy, but also happy and want to stay with them.

This change has led to many insurance companies investing in customer experience management. Here are a few tips to help you create your CX program.

First, healthcare insurance providers need to make sure they are listening to all sources of customer feedback. The call center is the first and most obvious place to start as that is where many customers turn for help. However, healthcare insurance providers can also benefit greatly from surveys. They can perform surveys at various touchpoints to ensure that they are seeing the whole picture. These touchpoints can include open enrollment, customer service transaction follow ups, corporate relationships, provider surveys, employee surveys, and more.

Second, it is important to aggregate all of this feedback for a big picture analysis. Once the insurer has identified the various sources of input, using CEM and text analytics  should identify the categories and administrative units contributing disproportionately to low satisfaction scores. These categories include how helpful the interaction was, the level of information provided, courtesy, efficiency, call handling, communication skills, and follow up. The segments that can be measured include the call center, managers, team leaders, and agents.

Third, healthcare insurance providers need to make sure they are looking at all of their service offerings. Important topics to make sure they measure include brand, benefits, claims, communication channels, customer service representatives, eligibility, enrollment and renewal, education, pharmacy, policy and procedures, information and education, wellness, and more.

Fourth, centralizing all of this customer feedback into one hub allows for a holistic omni-source view of the customer. It allows for trend analysis and root cause analysis across large volumes of text-based data. It can analyze 100% of customer feedback automatically, including structured and unstructured data. And it can categorize systemic drivers of dissatisfaction.

Finally, it’s important to operationalize the data—put it to work. Once the drivers of dissatisfaction have been identified, the analysis needs to get back to the relevant department so that action can be taken to remedy the situation. Having a customer experience management program that works across departments and divisions is critical to success. Everyone must have the information and support for a problem to be fully solved. This includes the executive team. Having executive buy-in gives the entire organization the power to act on the data that the CEM program creates.

There are still many nuances being worked out in the new healthcare marketplace, which makes the time ripe for insurance providers to invest in customer experience and get ahead of the curve. Join Aetna and Clarabridge in a webinar, “Healthy, Happy Hearts: How Aetna is Creating Member Love,”to discuss this further on October 8.

This blog originally appeared on Loyalty360.

Kate Zimmerman is a Product Marketing Associate at Clarabridge. Kate focuses on building content that supports CX efforts, product marketing, analyst relations, and has become an industry expert in Customer Experience Management. Kate holds a B.A in Politics from the University of Virginia and can be found on Twitter at @kmzimm.