Summary
Health insurers need to improve customer experience to gain customers' trust and boost engagement. While most insurers focus on self-service in isolation, Regence BlueCross BlueShield decided to augment its site's self-service capabilities with live chat. The initiative has met with great success, driving customer satisfaction even higher than phone service. Customer experience professionals across industries can learn from Regence's success by integrating chat with core customer service systems, training reps to meet the unique needs of chat customers, and using chat data to augment self-service solutions.
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