Consumers Who Don’t Trust Their Health Insurer Find It Difficult To Complete Basic Tasks

Health insurers hope that innovative new benefits and programs beyond their traditional scope will help them differentiate and increase member engagement. However, insurers struggle to excel at basic tasks to win member trust. Among US online adults who don’t trust their insurer to do what’s best for its customers, 53% wish their insurer would do more to help them understand their benefits, and 31% say that their insurer’s website is difficult to navigate. Only 26% say that their insurer’s customer experience meets their expectations, and a concerning 13% feel loyalty toward their insurer. Before pushing mistrustful members toward new offerings, insurers must master the basics of interacting with them.