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Customer Contact Experience Benchmarks — Health Insurance Industry
Frost & Sullivan, December 2011, Pages: 68
This research study benchmarks various customer contact experience attributes such as customer satisfaction, customer experience, and customer loyalty for the health insurance industry across many contact channels including: live agent phone, IVR, email, chat, and web self-service. A web-based survey methodology was used for this study: N=1157. Companies benchmarked in this study included but were not limited to Aetna, Anthem, Cigna, Government Medicare, Health Net, Humana, Kaiser Permanente, and United Health. Within the industry, the most popular contact channels is phone/live agent. Website self-service and e-mail were used by significantly fewer customers, while phone/IVR and website chat with live agent are least popular
Use of Specific Channels Within the health insurance industry, the most popular contact channels are as follows: phone/live agent (used by xx percent of those who contacted health insurance companies within the previous four weeks) and website self-service (used by xx percent). E-mail was used by xx percent, and phone/IVR by x percent. Website/chat with live agent seems to be a niche channel (x percent utilization rate).
Top Channels: Satisfaction, Meeting Expectations, and Loyalty
- Phone/live agent received the highest mean “overall satisfaction” score (x.xx, where 1=very dissatisfied and 7=very satisfied), followed by website self-service (x.xx).
- E-mail and phone/live agent best satisfied customer expectations (mean scores of x.xx and x.xx, respectively, where 1=below expectations, 2=expectations met, and 3=above expectations).
- Website self-service and website/chat with live agent obtained slightly lower results (mean score of x.xx and x.xx, respectively), while phone/IVR obtained the lowest (mean score of x.xx).
- E-mail also received relatively high “customer loyalty score”* results (mean score of x.xx, where 1=very unlikely and 7=very likely). Website/chat with live agent (mean score x.xx) and phone/live agent (mean score x.xx) rounded out the top-three channels.
Evaluation of Contact Channels in the Health Insurance Industry
- In general, the health insurance industry receives moderately high “overall level of satisfaction” ratings: the industry weighted mean score* is x.xx,
where 1=very dissatisfied and 7=very satisfied.
- Overall, the health insurance industry meets or even exceeds its customers’ expectations: the industry weighted mean score is x.xx, where 1=below expectations, 2=expectations met, and 3=above
- Lastly, the health insurance industry also keeps its customers relatively loyal: The weighted mean “customer loyalty score” is x.xx, where 1=lowest loyalty and 7=highest loyalty.
Top Health Insurance Company
- Among the health insurance companies mentioned by respondents, Kaiser Permanente received the highest overall satisfaction scores across all channels (weighted mean score x.xx, where 1=very dissatisfied and 7=very satisfied). It was followed by Humana (x.xx) and Anthem (x.xx).
- Kaiser Permanente also led with regards to “overall expectations” (weighted mean score 2.48) and “Customer loyalty score” (weighted mean score x.xx).
Research Objectives, Method Details, and Demographics
Multi-Channel Customer Contact Executive Summary
Live Agent Phone Interactions
Interactive Voice Response (IVR) Interactions
Web Chat Interactions
Web Self-Service Interactions
Brand Profiles: Top Three Brands
The Frost & Sullivan Story
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