Customer engagement means many things to different people – some look at it as a strategic customer acquisition and retention process, while others view it as immersing customers in a brand through online social media. But what does customer engagement mean to the health insurance industry in a post-reform world?
The landscape of who your customers are and how they interact with insurance providers will significantly change when open enrollment for the ACA begins. A larger portion of your customers will be direct market who, based on web and mobile usage patterns, will increasingly come to utilize online tools to purchase insurance and get service. They will expect more than just information, they will expect rich and mature retail and member portal experiences where they can compare products, perform routine tasks, and engage on social platforms.
This makes an online presence with mature customer engagement functionality more critical than ever. You’ll need to offer your customers (and potential customers) robust tools to help them find the answers they are looking for.
On Tuesday, March 19, we will present a webinar, sharing some examples of what we’ve seen work well (and not work) in different areas of health care insurance organizations, and discussing the various levels of social engagement maturity in these areas. Come see how you rank. Tell us what you are working on, and ask questions of us and your peers. We look forward to talking with you!