Although healthcare firms exist to facilitate or deliver lifesaving services, the industry has been slow to improve customer experience (CX). Complicated processes, often explained with opaque industry-specific jargon, present obstacles to individuals seeking access to even the most basic care. We interviewed and researched multiple firms — including leaders from the 2021 US Health Insurers Customer Experience Index (CX Index™) — to understand what best practices help healthcare companies overcome and shatter their own self-imposed barriers. This report describes the CX habits that healthcare firms should adopt to improve the health of their customers’ healthcare experiences.