There’s a correlation between lower customer satisfaction and the frequency of use or touchpoints with a product or service. The more often you interact with a specific product or service, the greater the chances that something is going to go wrong.
Few things encapsulate this concept more than customer satisfaction – or lack thereof – in health insurance.
Following two years of growth, customer satisfaction with health insurance is unchanged with an ACSI score of 73 (out of 100), according to our most recent Finance and Insurance Report. In fact, as it turns out, health insurance is far and away the least satisfying category in the entire sector.
Trending in the wrong direction
Humana and Kaiser Permanente continue to lead all insurance companies in customer satisfaction with an ACSI score of 78. Policyholders note that Humana has better access to primary and specialty care, while Kaiser Permanente offers the best prescription coverage and is the fastest to process claims. But these few positive marks aren’t enough to keep customers happy — both insurers fall 1 percent over last year
This downward trend plays out across much of the industry. Blue Cross and Blue Shield falls 1 percent to an industry-low 70, and “all others” also dip 1 percent to an ACSI score of 74. Only Cigna and Aetna saw gains in customer satisfaction. Meanwhile UnitedHealth stayed put with an ACSI score of 73.
The industry as a whole saw no change in customer satisfaction in areas such prescription drug coverage, ease of submitting claims, the speed with which claims are processed, and access to specialty care.
A bright spot for insurers
The overall complicated nature and complexities of health insurance, makes it much more difficult to provide excellent customer satisfaction. Yet, some insurers are finding success, specifically through consolidation.
The only companies that experienced improvement in customer satisfaction also happened to be the only companies in the midst of separate mergers and acquisitions. Aetna, up 1 percent to 75, is in the midst of merging with CVS, and Cigna, up a staggering 11 percent to 73, is in the process of purchasing Express Scripts.
As a whole, the health insurance industry has seen customers more satisfied with access to primary care doctors and coverage of standard medical services.
Where health insurance can improve
The health insurance industry doesn’t have the best reputation. From the logistics of using it to questions surrounding what (or who) is covered, health insurance is known for causing ample amounts of unwanted stress.
Insurers would be wise to make it easier for customers to understand information on insurance statements, which ranks at 74. And most notably, companies need to improve the entire experience of interacting with a call center. This area sees the largest dip in customer satisfaction, dropping 5 percent to an ACSI score of 71.
Health insurance is in the bottom 10 of all the industries we measure, but it doesn’t have to be that way. By simplifying the process, ensuring access to physicians, and upgrading websites, insurers can create a more seamless, satisfying experience and ultimately improve their long-term relationships with customers.