“Call healthcare insurance provider.” It’s a to do that gets bumped until I simply have to act. I procrastinate because I don’t look forward to being disappointed.
More specifically, I expect I will:
be subjected to a lengthy list of options and still not be able to select “REPRESENTATIVE”
have to repeat my basic information numerous times
feel like an idiot because I don’t really know what questions to ask
have to talk fast because my call needs to fall within the targeted talk time range
be put on terminal hold with or without an explanation as to why I am hanging there
not trust the answers I receive
feel frustrated, annoyed, and ill-informed
have to call back and repeat an unsatisfying customer experience
It’s textbook customer dissatisfaction, failing to deliver on all three core drivers of CX: efficiency, ease, and emotion.
Not long ago, I switched providers. A huge shout out to Premera Blue Cross, an independent licensee of the Blue Cross Blue Shield Association. Because of them, this critical to do no longer languishes and I no longer expect to be disappointed.
That’s because I can:
select from a streamlined, user-friendly list of options and select “REPRESENTATIVE” if I choose
state my information with little to no repetition
rely on the informed, consultative rep to ask me the right questions
take my time as the rep takes her time to provide the level of support I need
breathe while I am on hold because I know why I am there
trust the answers I receive
feel confident, relieved, and well-informed
get on with the business of taking care of my health
I now have one expectation that is priceless: I expect to avoid the hassle of looking around for another provider for a long time. I will pay this company back with my loyalty, my positive word of mouth, and yes, my recommendation.