Trends Report

Attention Health Plans: Consumers Want Control Over Their Communications Preferences

June 18th, 2010
Elizabeth Boehm, null
Elizabeth Boehm
With contributor:
Rachel Zinser

Summary

Health plans want to engage consumers, but are their communications getting through? Consumers want control over their communications preferences, and only a third say that health plans do a good job of honoring those preferences. Why does it matter? There is an upside for companies that respect communications preferences — consumers say that they have more respect for the brand of companies that capture and honor their preferences and that they pay more attention to communications from those companies. On the flip side, consumers will opt out of communications and lose respect for companies that fail to honor their preferences. To get back in consumers' good graces, health plans should look to best practices from other industries, capture customers' communications preferences, and develop a unified cross-channel contact strategy.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.