Innovation In Health Insurance Customer Experience

The health insurance industry faces discontent from both its consumer and provider customers. With new regulations and an elevated national discourse on health reform, the time for change is now. But innovation isn't easy, especially when it disrupts existing market dynamics. Leading insurers such as Aetna, Humana, and UnitedHealth Group are adopting different innovation strategies — with markedly different results. To drive change, customer experience innovators both within and outside of the health insurance industries must escalate customer experience culture initiatives, seek partners or spin out groups to support disruptive innovation, and build solid relationships with nontraditional customer experience influencers. Forrester believes that the health insurance market will innovate over the next five years, but not without struggle.