Forrester asked nearly 5,000 US consumers about many aspects of their relationships with health plans. We examined their feedback on overall customer experience; their satisfaction with Web, branch, and phone interactions; and their plans to stay loyal to their current providers. To understand the dynamics of these relationships, we analyzed the data across five generations of consumers: Gen Y, Gen X, Younger Boomers, Older Boomers, and Seniors. Some of our findings: Older consumers are the most satisfied and loyal, young consumers are the most likely to switch providers, and 40-year-olds are the least enamored with their health plans.