Why are we loyal to certain brands and what is it about them that earns our trust, advocacy and influences us to remain a long-term customer?  For me it’s the ability of brands, like Amazon, to enable me to make a purchase from start to finish in less than 10 seconds right from my iPhone. Or brands like Zappos that create a frictionless experience with videos to educate me on a shoe and design and free shipping and returns.

What about in an industry such as insurance? Are their facets of that experience that can influence loyalty to a particular carrier?

UX and CX: Why they need to work together

I’m sure that many of you have viewed a website on your mobile phone that required you to pinch and zoom in order to make text, buttons or links larger so that you could read or use them to navigate. That’s an example of a user experience (UX). Customer experience (CX) is defined as any interaction or engagement between consumer and a brand across all touch points. Both UX and CX need to support one another and are vital for a brands success.

A recent study [1] outlines how the ux in products in services is crucial to the overall customer experience. In fact those organizations that sell services: “see revenue that is a multiple of the average for their industry, and, in some cases, they enjoy profits that are orders of magnitude greater than average.” An industry such as health insurance, which has traditionally been perceived as providing a negative customer experience, would benefit from focusing on UX as a way to improve customer experience.

Below are 5 ways health insurance carriers can use UX to gain a competitive advantage:

  1. User centered design is critical for a positive user experience

Instead of developing a one size fits all experience for your customers, create experiences that are built around specific audience segments using customer data to help curate the user journey. You wouldn’t expect the Medicare Advantage audience to have the same user experience needs that the millennial audience requires.

  1. Intuitive design vs. evidence-based design

“Most enterprise development teams would benefit from a strong dose of empiricism, and a strong connection with user-centered reality. The results may not be pretty, but they are more likely to be effective.”[1]

Experiences need to be intuitive but at the same time based on user data. What one develop thinks is intuitive may be causing users to drop off.  It is important to have a feedback loop in place that allows you to understand how users are navigating through your experience.

  1. Would you hire a plumber to build a cabinet?

Probably not. Health Insurance IT leaders have several options to address the left brain/right brain scenario: Expand the team by hiring or training UX experts. Create the team by developing a user experience center of excellence, or rent the team by enlisting system integrators or other consultants.

  1. Take an innovative approach to user experience

Begin with focusing on a solution-built around a goal, as opposed to solving a particular problem. Do some basic A/B testing to see which versions of a web page, content or mobile screen delivers useful data about user the user experience.

  1. Expand your focus to multichannel and multi-device interactions

As consumers, we bounce from one device to another while switching from the website to speaking to a customer representative on the phone .“Orchestration across channels is key,”[2] to ensure there is no disconnect in the customer experience across every member interaction.


1 Gartner White paper: How User Experience Can Make or Break Your Customer Experience ID: G00272664

2 Gartner: Intuition-driven versus Evidence-based Design