A strong demand for offering more insurance services via technology has been tempered somewhat by negative consumer experiences with digital services, a new study has found. The report, commissioned by Smart Communications and conducted by Forrester Consulting, is titled, "Disjointed Experiences Cost Insurers Members and Money." It finds that despite signs of progress, many digital interactions are negatively impacting customer experience and ultimately the bottom line of health plans.

"Consumers expect their interactions with health care insurers to reflect the same simple, intuitive experiences they have in retail and other industries," said James Brown, CEO of Smart Communications. "Health care insurers are presented with an important opportunity to reimagine member experiences – especially during the claims process – by improving their conversations and by making them more personalized and highly relevant, which will build trust and loyalty."

Still relying on phone calls