Health Insurance Exchanges Struggle To Charm Customers - InformationWeek

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12/16/2013
09:30 AM

Health Insurance Exchanges Struggle To Charm Customers

Up to 80% of consumers abandon their transactions on the checkout page, even on well-designed retail sites. How can healthcare exchanges learn from their mistakes?

Source: Qubit survey of consumers on their experience with state and federal (HealthCare.gov) health insurance exchange websites.
Source: Qubit survey of consumers on their experience with state and federal (HealthCare.gov) health insurance exchange websites.

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WKash
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WKash,
User Rank: Author
12/17/2013 | 7:02:31 PM
Customer satisfaction
One benchmark for comparing customer satisfaction is the quarterly surveys by Foresee for the American Customer Satisfaction Index (ACSI) E-Government Satisfaction Index,

It reports: In the functional categories, government e-commerce and transactional sites (with the latest quarter's score at 79) still lags the private sector, but only slightly (81.1), but the government outperforms the private sector in e-business (portals, search engines, and news and information sites), which slid to 71.3 in a July report. 

http://www.foreseeresults.com/news-events/press-releases/egov-q2-2013-foresee.shtml

 
David F. Carr
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David F. Carr,
User Rank: Author
12/17/2013 | 11:48:58 AM
Alternatives are good
For those who couldn't get health insurance at all before (or only a plan excluding coverage for their preexisting conditions), the exchanges and the legal framework around them are a godsend. This may not be the right answer for everyone, but for those who really need coverage the technical and usability issues are a mere annoyance, not a fatal flaw.

Still, there's no reason the exchanges can't provide a more positive experience. The launch of HealthCare.gov reminds me of this Terry Gilliam satire about the welfare state 

http://www.youtube.com/watch?v=167IhlXnN2Y
jvanbeek
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jvanbeek,
User Rank: Apprentice
12/16/2013 | 2:11:35 PM
product
More important than the website is the product. The best website in the world is going to have trouble selling a bad product that is over-priced with restricted provider networks and high deductibles!
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