Do you ever have to call your health insurance plan to get information about benefits or contest a claim? If you’re like most of us, you put off these calls as long as possible because you know it’s going to be a nightmare. But surprisingly, there are some lessons—both positive and negative—you can learn from making a customer service call to your health insurer.
Recently, my company had to switch health plans and Karen, one of my business partners (she handles our HR issues) spent quite a bit of time on the phone with our insurance company. Here’s what she learned that can help your business:
- Make sure your business website provides the information customers need. Armed with names of several insurance plans, Karen thought it would be a simple matter to look up the details and compare them. Think again: “I couldn’t find information about any of the plans online,” she says. Today, many customers prefer to do their pre-purchase research online. Providing basic information, downloadable PDFs of complex information or comparison charts of different products and services are easy ways to give customers what they need. (Most automotive websites do a great job of this, by the way.)
- Provide several ways to contact you. With only one basic phone number on the website, Karen was transferred several times, spending 45 minutes on hold before she even got to the correct department. If your business has multiple phone numbers for different types of customers (such as residential and commercial accounts), be sure they’re all clearly posted and differentiated on your website.
- Always get, and give, contact information. As soon as your customer service reps start a phone conversation with a customer, always have them ask for the person’s phone number immediately in case the call gets cut off. The insurance company didn’t do this, and after Karen finally got connected to the right department, the call cut off and she had to start all over again. When transferring a customer, have customer service reps give the person the phone number and/or extension you’re transferring them to, in case the same thing happens.
- Go above and beyond. After all this frustration, you might think Karen was ready to give up on the idea of health insurance altogether. Not so, because she finally got through to a customer service rep who went above and beyond. After Karen explained she’d been transferred all over and begged not to be transferred again, the woman patiently walked her through the company’s website, waiting while she went through every step, and even helped her Google information that couldn’t be found on the website. Even though this wasn’t her department, the rep sympathized with my Karen’s frustrations, helped her as far as she could and then connected her with an insurance broker to answer all the remaining questions.
The end result? Despite spending two hours on the phone, Karen ended the call feeling good about the company—all because of that one customer service rep who helped her.