
Customer relationships in health insurance companies
Private health insurance companies have been fighting for their customers for many years. Acquiring new customers is becoming increasingly complex, and the challenge of retaining existing customers is becoming ever more significant. Several factors play a role here. On the one hand, the effort required by customers is significantly lower for statutory health insurance companies. On the other hand, the user-friendliness of digital applications cannot keep up with customer expectations.
In order to attract and retain customers, a key question arises: What do customers want and how should private health insurers respond to this?