Customer Experience Trends Healthcare

5 Strategies to Improve Customer Experience in Health Insurance

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Maggie Conley

As a leading market research firm specializing in the health sector, MDRG understands the complexities and challenges facing our clients in this rapidly evolving industry.


In today's landscape, characterized by heightened consumer expectations and technological advancements, the need for exceptional customer experience (CX) has never been more pronounced. 

Understanding Evolving Customer Expectations 

In the competitive world of health insurance, meeting the expectations of today’s customers is first and foremost. Today's policyholders demand speedy responses, empathetic support, and seamless interactions. As a result, insurers must prioritize CX enhancements across every touchpoint from policy purchasing to claims processing. 

Top 3 Trends Shaping the Future of Health Insurance CX 

In 2024, several trends will reshape the health insurance industry, influencing customer expectations and market dynamics. We've identified key trends that insurers need to monitor and adapt to: 

  1. Adoption of AI

    The adoption of Artificial Intelligence (AI), particularly Generative AI, is set to revolutionize various aspects of insurance operations. From hyper-personalized marketing initiatives to faster claims processing, AI-powered solutions will enhance efficiency and customization, ultimately improving CX.
  2. Omnichannel Experience

    Insurers are investing in modern CX technologies to deliver seamless experiences across digital and traditional channels. By integrating CRM, Contact Center, and AI tools, insurers can personalize interactions, anticipate needs, and provide superior service no matter what channel.
  3. Human Touch

    While digital advancements are essential, insurers must not overlook the importance of human empathy in delivering better CX. Investing in employee training, enabling agents with the right tools, and optimizing service operations are key to fostering meaningful customer connections. Given the intimate nature of people’s health, prioritizing human interactions is essential and can offer reassurance and understanding in navigating complex healthcare decisions.  


Tackling CX Challenges in Health Insurance 

Despite the potential for innovation and growth, the health insurance industry faces challenges in delivering exceptional CX. According to recent studies conducted by XM Institute, health insurers have received below-average ratings in overall customer experience, particularly in areas such as effort and emotion. 

To address these challenges and elevate CX standards, health insurers must welcome a modern approach to member experience programs.  

How, you ask?  

Here are 5 tried and true strategies to achieve better CX

  1. Build Individual Member Profiles

    Consolidate member data from various sources to create comprehensive profiles that enable personalized experiences and dynamic segmentation.

  2. Organize Around Member Journeys

    Align internal structures around member journeys to ensure consistency and integrative experiences across channels. 

  3. Foster Collaboration Between Digital and Contact Center Teams

    Encourage collaboration to drive digital self-service adoption and enhance both member and employee experiences. 

  4. Utilize AI-powered Technologies

    Leverage advanced AI solutions to improve efficiency, personalize experiences, and automate repetitive tasks. 

  5. Proactively Address Experience Gaps

    Establish early warning systems to identify and address underperforming areas before they impact member satisfaction and star ratings. 


Ultimately, the future of health insurance hinges on the ability of insurers to prioritize customer experience amidst evolving trends and challenges. By trying on new technological innovations, fostering human empathy, nurturing strategic partnerships, and upholding customer-centric values, insurers can navigate the complexities of the digital age and profit in a competitive market landscape. 

We are committed to growing with our health insurance clients using actionable insights and strategies to deliver exceptional CX and drive long-term success in the dynamic healthcare industry.

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