Don’t name it a comeback — but. However issues are beginning to look promising for the primary time shortly. US well being insurer Complete Expertise Rating and Model Expertise Index (BX Index™) averages improved 12 months over 12 months, and the {industry}’s Buyer Expertise Index (CX Index™) common improved for the primary time since 2021. This marks the top of a nasty slide downward, the place the {industry}’s common CX Index common dropped 3 times in 4 years. Let’s break this down 3 ways: what’s new, what’s not new, and what’s subsequent.
What’s New
- Noncustomers boosted BX, which in flip boosted Complete Expertise Scores. All however one US well being insurer earned increased rankings from noncustomers 12 months over 12 months, pushing the {industry} upward. For this examine, noncustomers are US on-line adults who usually are not coated by or have a plan with — however are conscious of — a specified well being insurer model. So whereas they’re not presently prospects, there’s a chance they might be sooner or later.
- Forrester’s new Worker Expertise Index (EX Index™) exhibits that well being insurers have room for enchancment. The EX Index examines manufacturers’ worker expertise to find out the impression of its EX on the agency’s complete expertise ambition. Notably, of the six well being insurers for which now we have EX information, three have an EX with the potential to hinder their capability to enhance their complete expertise.
What’s Not New
- CareFirst BlueCross BlueShield was top-rated for Complete Expertise Rating, BX Index, and CX Index. The insurer repeated its industry-leading efficiency from 2025 (final 12 months, it led or co-led for all three indices). It was one of many 15 well being insurers with a considerably improved noncustomer BX, which powered it to increased total BX and Complete Expertise Rating rankings.
- Prospects need readability and assist — now. Three of the highest 4 key drivers of US well being insurers’ CX relate to the solutions prospects get to their questions. “Addresses my questions with clear solutions” was a very powerful driver, whereas two others associated to the customer support rep’s efficiency additionally made the important thing drivers checklist: first contact decision and answering the entire buyer’s questions.
What’s Subsequent
- Deep dives are on the way in which for CX, BX, and belief. Within the coming weeks, we’ll publish deep-dive experiences that look at buyer expertise and model expertise on the {industry} and section stage. We’ll even be publishing our annual state of belief for the market. These are can’t-miss experiences for well being insurers and their ecosystem companions (together with the distributors who assist them).
The place To Go From Right here
- Learn the report. Familiarize your self with the rankings, key drivers, and contributors that drive the rankings of complete expertise, model expertise, buyer expertise, and worker expertise.
- Interact with this information in particular person. When you’re registered for CX Discussion board East and/or CX Discussion board West, now’s a good time to examine the occasion app to make sure that you’re registered for “Leveraging Key Drivers Of Complete Expertise: US Well being Insurers, 2026.” This interactive workshop will embrace a preview of information from our upcoming experiences, in addition to actions to assist attendees develop an motion plan for the important thing drivers most related for his or her group.
- Be a part of us for a webinar after the Boards. We’ll be internet hosting a webinar on July 29 to discover the breadth of information we’ve gathered from these research. Forrester shoppers can click on right here to register.
- Join with us for a steerage session, inquiry, information steerage session, technique session, or initiative workshop. We now have quite a lot of methods to assist Forrester shoppers use this information to tell selections about their plans for the rest of 2026 and past, whether or not it’s a dialogue about particular key drivers or an in-person, analyst-led, cross-functional technique session or workshop. Request a steerage session or inquiry when you’re prepared to speak now; contact your account workforce when you’re able to plan for a extra sturdy, interactive session.
- Discover much more with Forrester AI. Dive even deeper into the analysis with our AI-powered analysis assistant. Ask questions comparable to “How can well being insurers enhance their Complete Expertise Rating?” and “How can I enhance my use of plain language as a well being insurer?” Our highly effective AI engine weaves the analysis collectively to offer you a powerful place to begin for a follow-up in any of the interactive periods famous above.