While companies like Amazon, InstaCart, and DoorDash offer some of the most engaging user experiences for customers, the health insurance industry seemed to have fallen behind in the times. The pandemic, of course, forced a lot of CEOs to re-evaluate how their businesses connected with consumers. And many embraced new technologies to help facilitate those improvements. But health insurance is complicated, and there are strict guidelines about managing data. Pricing changes all the time, and about as often as the parameters for operational oversight do, too.
There is good news, though, and times are evolving. The health insurance industry is moving forward with a renewed focus on user experiences, looking to address the demand for enhanced health insurance access in remote and more convenient ways. And those providers embracing omnichannel options and new shopping platforms are already seeing real results in terms of customer engagement, enrollment, and revenue. W3ll has been demonstrating a consumer-focused approach to health insurance for a while now, and in a way, helped raise the bar for the industry to follow.
1. Insurance Providers Recognize the Digital Side of Customer Service
Before any real change could take effect within the health insurance industry, providers had to recognize the value and benefit of the digital user experience. The pandemic, forcing everyone to find remote ways to work, shop, and engage, may have shed the much-needed light on these particular advantages.
Offering More than Just a Shopping Platform
Many insurance providers have been offering online browsing tools for years. These were often helpful for consumers who needed basic introductions to plans, coverages, and pricing. But that’s about where the digital engagement drew the line. When things become complex, as they often do within health insurance scenarios, consumers are forced to explore other channels for guidance. Providers today are taking the necessary steps to implement new digital tools within those shopping platforms to help funnel more in-depth consumer exploration.
Customer Satisfaction Scores Improved
With the new tools in place, especially during the pandemic, health insurance providers were beginning to see better customer satisfaction scores and feedback. The user experience allowed browsing consumers to find answers to their unique questions, see transparent pricing, and better understand the coverage options. The proof was in the user experience pudding. And insurance companies took notice.
Finding the Balance Between Digital & Human Experiences
Consumers have forced the bar higher when it comes to expecting digital interactions. But health insurance providers also know there is a balance between complete automation and the need for human interactions. By focusing on the user experience, today’s insurance companies are transitioning their shopping platforms to offer a healthy mix of both.
2. Insurance Providers Realize It’s Not All About Rates Anymore
For what seems like forever, insurance providers have always focused on pricing. Consumer behavior for coverage has always been cost-centric. But in focusing on the user experience aspect of engagement, providers are also realizing the best enrollment strategies aren’t all about rates anymore.
Rates Are Still Important, But There’s More
Rates continue to be top-of-mind for insurance shopping consumers. But they also want to feel in control of their decisions beyond the price point. They need to understand what their choices are and be empowered to make educated decisions about their health insurance enrollment plans. Providers are embracing new technologies to help improve their shopping platforms in a way that does just that.
Self-Service Is Convenient
When customers can handle and manage their own plans, there is an added layer of convenience to the entire process. That convenience can be the deciding factor on whether or not to choose a health insurance plan. Today’s providers are exploring new ways to help their customers oversee their payments, manage statements, and receive coverage updates online and in a user-friendly environment.
The Mobile App Movement Improves User-Experience
In a world where there’s an app for nearly everything, health insurance providers are also looking for ways to leverage the on-the-go engagement channels for a better user experience. Americans expect there to be digital and mobile ways to connect with all the products and services they choose. Managing and choosing health insurance shouldn’t be left behind. Considering mobile app usage jumped 26% this year, every industry should be taking notice.
3. How W3ll Is Setting the Ultimate User-Experience Example
W3ll has been the one-stop shopping platform and consumer resource for all things health insurance for a while now. And in such a complex industry, our innovation may have helped pave the way forward. User experience is the primary objective, and thousands of Americans are discovering just how easy it can be to find, compare, and enroll in health insurance plans.
Comparison Tools and Calculators
Part of the success of the W3ll shopping platform comes from convenient access to comparison tools and calculators. People can hop online, search for plans, and compare apples-to-apples coverages. With the premium tax credits available, the calculators help users tally their exact costs. This empowerment creates the ultimate user experience, which is why so many continue to leverage the W3ll shopping platform.
User-Experience Means Easy to Use and Understand
Insurance providers can take a page from the W3ll playbook when it comes to user experience. W3ll focused on designing a platform that is easy to use, easy to understand, and chock-full of answers to health insurance-related questions. Whether it’s the glossary of terms to shed light on complicated health insurance terms, fast loading times, or robust FAQ sections, customers who are browsing the shopping platform continue to enjoy all the shopping convenience and information they need to make educated decisions about their health insurance.
It’s About Simplification of Each Customer Step
Simplifying each level of engagement is the name of the game. W3ll doesn’t just make it easy and free to browse entry-level information. The health insurance shopping platform is designed to help consumers take the next steps in the same seamless and convenient way. Make it easy for them to shop. But also look for ways to improve how they ask questions, compare coverage, calculate out-of-pocket costs, and enroll, as well.
If your insurance business is keen on developing better methods for user experience, let W3ll help! Re-aligning your company strategy for engaging consumers will need robust digital tools and proven methods of connecting. The health insurance industry is already taking notice and making adjustments in this ever-evolving new normal. You don’t want to be digitally left behind the times and miss out on those valuable customer engagements.