The need for Digital Customer Experience (CX) Analytics is critical within the Healthcare Insurance industry. For years, insurance companies have been actively deploying CX analytics to facilitate digital transformation initiatives. Yet, the adoption of CX Analytics by many Healthcare Insurance organizations has been slow due to the challenges of privacy and HIPAA compliance requirements. These requirements, in turn, have limited the use of CX analytics to Session Search and Replay along with Find and Fix use cases for many healthcare insurers.
Today, there are more impactful use cases for CX Analytics in Healthcare Insurance. First, the claim to payment process is critical to capture, both to improve the user experience and also from a fraud and compliance perspective. Furthermore, with new policy conversions, optimizing the user experience and eliminating struggle points is a perfect use case for Digital CX Analytics. Lastly, member portals and mobile apps play a key role in allowing customers to manage their policies and their claims, both areas also provide high value use cases.
What are the key factors that both enable deployment of Digital CX Analytic tools and make it important to do so?
Let’s explore Five Unique Factors in implementing Digital Customer Experience Analytics within Healthcare Insurance. We need to start with HIPAA compliance and security, many, but not all, of the solutions in CX analytics fall short on this issue. To achieve HIPAA compliance, we need to address infrastructure and data security, masking, privacy rights, access control, and have the tools and processes to validate data protection.
Next, we need to consider Fraud Detection. While Fraud Detection is a common use case for Digital Customer Experience Analytics, it is significant in multiple use cases within the insurance industry. The ability to identify fraud patterns and then create customized tracking is an important factor within insurance and is an important consideration in Healthcare Insurance. Having client and server side data provides needed flexibility in fraud detection.
Compliance and Session Archival are two related factors to consider in deploying CX Analytics. Digital compliance is dependent on capturing and retaining an accurate view of what the user experiences. Digital CX Analytics should provide that single source of truth of the complete user experience and needs to be retrievable for the user or segment of users in question. Session archival is tied directly to session capture and digital compliance. For example, in healthcare insurance we may choose to archive all sessions where the user has selected and enrolled in a healthcare plan at a minimum through the term of that policy. Session archival requires the ability to selectively export and import sessions, while having a model for longer term data retention.
Finally, we need to consider advanced analytic capabilities. Digital Customer Experience Analytics inherently captures large volumes of data, including every customer interaction. The ability to retain that data and leverage the raw data to analyze customer experiences and journeys is a key factor in deploying Digital CX Analytics. To learn more about how CX analytics in healthcare insurance can help address CX challenges, uncover CX opportunities and optimize the digital customer experiences, click here.
If you would like to discuss some of the unique use cases or factors that come into play in deploying Digital Customer Experience Analytics in the Healthcare Insurance space, please click below and we will reach out to schedule a discussion.