Humana Leads in Customer Experience in Forrester Health Insurance Report

For the fourth consecutive year, Humana has ranked No. 1 among health insurers for customer experience (CX), according to Forrester’s 2024 U.S. Health Insurers Customer Experience Index Rankings Survey.

This ranking is based on the reviews of 12,372 consumers who evaluated their experiences with 16 major health insurance brands.

Humana’s continued leadership in customer experience highlights its commitment to customer satisfaction.

“At Humana, we believe strongly in delivering a differentiated customer experience,” David Dintenfass, Humana’s enterprise growth president, said in a release by Humana. “Forrester’s recognition is evidence that our ongoing effort to improve our customer interactions has a real impact.”

Forrester’s CX Index measures and ranks real customer experiences based on factors such as quality, ease and the emotional impact of interactions with a brand.

The Index also reveals how well company’s customer experience strategies drive loyalty, reduce customer turnover and increase retention.

These factors often result into higher market share for companies that prioritize their customers.

Some of the other top health insurance organizations to follow behind Humana are:

2. CareFirst BlueCross BlueShield

3. Kaiser Permanente

4. United Healthcare

5. Blue Shield of California

Despite Humana’s success, the overall trend in customer experience scores reveals challenges for the industry.

More than 98,000 customers across 223 brands and 13 industries participated in Forrester’s Customer Experience survey for 2024.

While Humana maintained its top position, the overall outlook for the health insurance industry is less optimistic.

The average CX Index score for health insurers dropped by 2.7 points, marking the third consecutive year of decline, according to the report.

In fact, it was found that half of the brands experienced significant decreases in their scores and five brands earned a “poor” rating compared to just one in 2023.

Even industry leaders such as Humana and Kaiser Permanente saw their lowest ratings in five years.

Regardless of these challenges, health insurance remains in line with nearly half of the industries tracked by Forrester’s Index, where 20% of customers are considered loyal to their health insurer.

This data highlights that companies focusing on customer experience see benefits.

“Brands want to create better experiences, and they realize that putting the customer at the center of their business is the way to do it,” said Rick Parrish, VP and research director at Forrester. “It’s worth it, as our research finds that firms that are customer-obsessed grow revenue, profit, and customer loyalty faster than their competitors.”

By focusing on customer needs and creating easy, effective and positive experiences, brands can not only improve their Index scores but also build stronger relationships with their customers.