Trends Report

Customer Experience Index 2010: Health Insurance Plans

February 12th, 2010
Bruce Temkin
With contributors:
William Chu , Rachel Zinser , Shelby Catino , Andrew McInnes , Elizabeth Boehm


Forrester asked more than 4,600 US consumers about their interactions with a variety of companies, scoring those experiences in three areas: meets needs, easy to work with, and enjoyability. Based on these consumer responses, we calculated Forrester's third annual Customer Experience Index (CxPi) — ranking 133 firms in 14 different industries. In this document, we examined the nine health insurance plans on the list. Kaiser led the pack for the third year in a row. But, overall, health insurance plans still lagged behind other industries. The two public options in the ranking — Medicare and Medicaid — improved the most from 2008. Amid industry uncertainty, private health plans should position themselves for lasting competitive advantage by building customer experience discipline in 2010.

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