Health insurance providers don’t just need to deliver a service that’s speedy and professional: they need to meet the needs of their two very different audiences.
A leading provider of private health insurance had set its sights on delivering best-in-class levels of customer service – both to the policyholder, and to staff who manage the relationship at employer level.
Following extensive qualitative and quantitative research with both audiences, we identified the key themes in service expectations, and pinpointed the specific tactical changes that service users wanted to see.
Recognising that group secretaries are key in the health insurer relationship, we conducted a large number of depth interviews with employer decision-makers to understand preferred channels and style of communication, and to gauge the extent to which they promote health and wellbeing to employees.
This research has been transformational to our client’s business, and had a significant influence on their future customer service strategy, including a major rebrand.