Health Plans' Cross-Channel Service Imperative

More than half of US online, nonelderly, commercially insured consumers have visited their health plan's Web site last year. Once there, members avail themselves of an array of administrative tools like finding a doctor, checking a claim, and checking coverage. But many of these self-service interactions lead to interactions in other channels. Making problems worse, health plans fail to provide clear escalation options for their members. To address the needs of site users, health plans need to develop a coordinated, cross-channel interaction strategy.