NTT DATA Study Finds Medicare Advantage Online Enrollment Process May Create Confusion for Baby Boomers
Study of health insurance industry, including all
The comprehensive study examined all 36
The insurers that scored poorly introduced complexity and used multiple steps in the transaction process to accomplish the same goal as the leading plans. This complexity increased the average time consumers spent online, decreasing customer satisfaction, which could ultimately affect Medicare Advantage reimbursement rates.
“Customer experience should be a top priority for health plans to improve online enrollments,” said
Key Study Findings
- 71 percent of all friction was associated with transaction process (43 percent) and engagement (28 percent).
- 70 percent of Leaders provided two-step navigation to eligibility information, while Laggards introduced more complexity to the process to accomplish the same goal, leading to increased average times online to complete a transaction.
- 66 percent of Leaders used common internet shopping tools, such as geo-location, to automatically provide plan coverage comparison, allowing customers to quickly see only those plans for which they are eligible.
- 82 percent of health plans created confusion or difficulty when the stated number of steps for enrollment were not actually accounted for and a major friction factor included forced interactions across multiple sites and screen refreshes (up to 32 seconds).
- 88 percent of health plans did not provide the same experience (format and design) across transactions, creating a disjointed journey and potentially forcing the customer to call the health plan, increasing customer friction and health plan cost.
“At NTT DATA Services, we deliver insights that allow healthcare organizations to eliminate points of friction and better serve their customers, which leads to improved loyalty and an improved bottom line,” Yadiki said. “By identifying things the leaders do well, such as geo-location and two-step navigation, health plans can begin to reduce unnecessary friction points in the digital experience.”
NTT DATA Services’ unique approach to helping companies eliminate customer friction and accelerate digital experiences includes a two-pronged approach. First, a CFF assessment provides a deep analysis of quantifiable friction points and identifies appropriate recommendations with an actionable plan. Second, it helps organizations identify transformational solutions, enabling them to continually improve their customer experience by monitoring, measuring and reporting on success across key performance indicators – even as systems and stakeholders change.
To download the full whitepaper, A Silver Tsunami is Spurring Improvements in the Medicare Advantage Shopping Experience, visit: https://us.nttdata.com/en/-/media/assets/white-paper/hcls-health-plan-ma-shopping-white-paper.pdf.
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