How to Improve the Benefit Customer Experience (for all)

By Lauren Metsig, Chief Marketing Officer, Maestro Health

ICYMI: Originally posted by Broker Innovation Lab

Open enrollment season is upon us. It’s busy. It’s exciting. And for many people, it’s a real headache. After all, this is the season when you’re swamped – providing plan designs, negotiating premiums and offering expert guidance. Your clients are drowning in paperwork and can’t catch their breath because they’re dealing with endless employee questions. In fact, employees are so confused they sometimes just choose a plan by asking what their cubicle neighbor picked. (Seriously, I know too many people who do this.) But, never fear. Where there is chaos, there is opportunity.

Customers are smarter than ever.
And they’re paying more attention than ever to the level of customer service you’re providing. That’s why marketers are so concerned with the concept of the “user experience” – a buzzword that’s making everybody nervous about connecting with customers. Truth is: It’s a real game-changer when it comes to increasing sales and keeping customers loyal. This approach doesn’t exclude those of us in the B2B space. In fact, in a 2015 Accenture study, ninety percent of B2B execs expressed their intention to maintain or increase their spending on customer experience. (How often do you see 90 percent of people agreeing on anything, especially when it comes to healthcare?)