Health Insurers Still Struggle To Deliver Positive Multichannel Customer Experiences

In a world of proliferating communication and service channels, health insurers are increasingly adding new touchpoints in efforts to satisfy customers and complement existing channels. But consumers say that these new information avenues are not delivering satisfactory experiences. Because satisfaction and dissatisfaction cross channel boundaries, customer experience professionals must look well beyond single-channel experience design strategies and start identifying — and addressing — the root causes of customer dissatisfaction.