Coverage

First and foremost, consumers want coverage. Almost all—87 percent—say they value coverage of more than 90 percent of providers.

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Fast claims processing

Most consumers—at 60 percent—say they seek claims processing within two weeks of service.

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Information any way they want it

Give them what they want—and as far as information goes, that means variety. Half of consumers say it's important to have information provided to them in both paper and online formats.

[See also How to communicate across generations]

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Website content

Nearly half (43 percent) value website content that provides information about providers and plan information. To satisfy consumers' desire for transparency, insurers should consider investing in online tools for individuals to easily compare health plans, benefits and associated costs and quality measures.

This might explain why health insurance labels—which the PPACA requires that health insurance providers make available so consumers can clearly understand what they're getting with their health plan—are so popular.

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Positive experience

Perhaps none of these previously mentioned services will help an insurer if customer service is lacking. The health sector scores significantly lower on customers' willingness to report positive interactions. And it's worth noting: consumers rely heavily on personal recommendations when it comes to health care choices.

PwC researchers note, "Health insurers and providers need to offer quick and easy feedback channels to capture both positive and negative experiences, act on customer comments, and monitor their online reputation."

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