CAMBRIDGE, Mass., Sept. 28, 2017 /PRNewswire/ -- While overall
customer experience (CX) quality of brands in Forrester's US 2017
Customer Experience Index (CX Index™) worsened from 2016 to 2017,
progress specific to the health insurance industry was stagnant
this year. This stall was due to an even mix of modest gains and
falling scores of the 17 health insurance brands ranked this year –
an industry on the hunt for the next great innovation.
Based on a survey of nearly 120,000 US online adult consumers,
Forrester's CX Index measures and ranks more than 300 US brands
across 21 industries to identify how well a brand's customer
experience strengthens the loyalty of its customers. Of the 315 US
brands ranked in 2017, 17 health insurance brands were analyzed to
determine how customers perceive their experiences and how CX
drives loyalty. Key findings include that:
- Of the 21 industries ranked in Forrester's CX Index, CX quality
of the health insurance industry is among the lowest. This allows
'top performers' to be successful among their industry by
performing at the rough equivalent to a C grade.
- The top emotions that drive loyalty are feeling appreciated,
respected and valued, while annoyance, disappointment and
frustration drive customers away. For health insurers, Forrester's
CX Index data revealed that 88% of valued customers will advocate
for the brand and 61% plan to stay with that brand, while only 11%
of frustrated customers will recommend a brand and just 24% will
stick to their insurer.
- Three healthcare insurance brands held their positions at the
top of the ranking: Kaiser Permanente, Humana, and Empire Blue
Cross Blue Shield. Kaiser has held the number one spot since 2015,
and while Humana is also on its third year in second place, it
continues to slightly close the gap between first and second place
each year.
"The keys to achieving customer experience leadership for health
insurers reside in not only understanding the drivers of CX quality
– but also which drivers are most important to their customers,"
Forrester Chief Research and Product Officer Cliff Condon said. "Customer service is the most
important driver category yet only 57% of customers report having
received good customer service from their health insurer. In fact,
insurers rank the third lowest among private sector industries for
customer service."
Contact us to learn more about how Forrester's CX Index can help
your business.
About Forrester's CX Index
Forrester's CX Index is the most complete and powerful CX tool
in the market today. The CX Index gives businesses a deep and
actionable understanding of the quality of their customers'
experiences, competitive benchmark data so that business and
technology leaders know how they stack up against their peers, and
the ability to model the improvements that will have the biggest
impact on revenue.
For more information, please
visit http://forr.com/cxindex.
About Forrester
Forrester (Nasdaq: FORR) is one of the most influential research
and advisory firms in the world. We work with business and
technology leaders to develop customer-obsessed strategies that
drive growth. Forrester's unique insights are grounded in annual
surveys of more than 675,000 consumers and business leaders
worldwide, rigorous and objective methodologies, and the shared
wisdom of our most innovative clients. Through proprietary
research, data, custom consulting, exclusive executive peer groups,
and events, the Forrester experience is about a singular and
powerful purpose: to challenge the thinking of our clients to help
them lead change in their organizations.
Contact
Forrester
Jenna
Vassallo, 617-613-5746
Public Relations Manager
jvassallo@forrester.com
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SOURCE Forrester