Top-ranked health insurers for customer experience in 2024: Forrester

Humana provides the best customer experience to its members, according to Forrester's "U.S. Health Insurers Customer Experience Index Rankings" for 2024.

The June 17 ranking shared with Becker's found that customer satisfaction with health insurers is on the decline, with half of the named insurers seeing lower scores compared to last year and none with improved scores. The industry’s average CX Index score dropped 2.7 points, a third straight year of declines. Average scores peaked at 70.2 out of 100 in 2021 and declined to 66.6 in 2024. 

The survey measures customer experience (CX) quality, customer loyalty, CX driver performance, and several other factors about the experience and the customer. CX quality metrics are weighted based on the impact they have on loyalty within a specific industry.

Survey respondents self-identified as a current customer who has directly interacted with selected brands within the last year. The CX Index algorithm is applied to each respondent’s answers to calculate a CX Index score. A company's score is the average of CX Index scores given to the brand by each of its customers in the survey sample.

Top-ranked health insurers for customer experience in 2024:

Humana: 71.5

CareFirst BCBS: 70.6

Kaiser Permanente: 69.7

UnitedHealthcare: 69.3

Blue Shield of California: 67.7

Health Net (Centene): 67.6

Florida Blue: 67.5

Highmark BCBS: 66.6

Aetna: 65.9

BCBS Illinois: 65.4

BCBS Michigan: 65.2

Cigna: 64.7

BCBS Texas: 64.6

Anthem BCBS: 64.5

Anthem Blue Cross: 63.3

Other BCBS: 61.6

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