Health insurance lags behind other industries when it comes to customers' experiences with digital platforms, according to a report from J.D. Power.
Around a third of insurers' apps and websites failed on basic functions as defined by J.D. Power, including digital functionality, organization and visual appeal.
The report, published April 9, surveyed 5,590 members of the 14 largest Medicare Advantage plans and 15 largest commercial member health plans.
Here are three other key findings to note:
- Commercial plan members rated digital experiences with their insurers more highly than MA members. Commercial plan apps and websites had an average customer satisfaction rating of 646 out of 1,000, compared to 629 for MA.
- Other industries scored higher for digital experience than health insurers. Property and casualty insurance notched an average of 700 for customer satisfaction, and self-directed wealth management apps had a score of 718.
- Positive digital experiences were linked to intent to stay with a plan among MA members. For MA plans receiving scores of 801 or higher, 89% of members said they would definitely stick with the same plan.
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