Insurers lagging on customer experience, brand perception: 5 things to know 

Health insurers are lagging behind on serving members and winning over new customers, according to a report from Forrester. 

The research firm scored insurers on brand experience index, which measures customers’ and noncustomers’ brand perception, and customer experience, which rates customer service and loyalty. 

Here are five things to know: 

1. Health insurers received a total experience score of 53.6 on a 100 point scale. The number is the lowest across the 10 industries Forrester ranks, according to the report. 
   
   
2. There was minimal variation across insurers. All but two insurers evaluated by Forrester had scores within five points of the average. 
   
   
3. CareFirst BlueCross BlueShield was the top rated insurer for total experience, with a 61.4 rating. 
   
   
4. Cigna was the lowest rated insurer, with a total experience rating of 47.9. 
   
   
5. Clear communication, strong cybersecurity, data privacy and benefit design and delivery were key to strong brand experience. Clear communication, fast problem resolution and alignment with members’ healthcare needs drove customer experience. An easily usable website is also becoming a higher priority for members, according to the report. 

Here’s how insurers stacked up on overall experience, according to Forrester: 

1. CareFirst BlueCross BlueShield
2. Blue Shield of California 
3. Health Net 
4. Highmark Blue Cross Blue Shield 
5. Florida Blue 
6. Blue Cross Blue Shield of Illinois 
7. Humana 
8. Anthem Blue Cross Blue Shield
9. Blue Cross Blue Shield of Texas 
10. Anthem Blue Cross
11. Kaiser Permanente
12. Aetna
13. Other BCBS plans
14. Blue Cross Blue Shield of Michigan 
15. UnitedHealthcare 
16. Cigna