In the employee health benefits business, the needs of clients and members vary greatly. But one truth remains constant: the power of relationships. Of course, you want to offer best-in-class health plan solutions. But it takes more than the plan itself to be competitive. Success in today's market requires soft skills that build trust, create relationships, and ultimately, deliver an unmatched experience for clients, members and their families.

Elevating experiences starts with "us"

The success of health care and health benefits is dependent on relationships. If you're looking to build client relations or drive member satisfaction, it all starts with the team leading the charge. Whether you're working with a third-party administrator (TPA) for self-funded arrangements or a carrier for fully insured products, you need a partner who goes beyond the benefits to build trust and show commitment to a positive client and member experience. This is particularly crucial for clients offering a self-insured health plan, which comes with a great deal of flexibility, but also complexity. Not all TPAs are created equal, but those who shine at customer service often share some common threads and strategies:

• They are committed to employing team members who reflect their values.
• Collaboration is paramount. They tap into the collective knowledge of their team to accelerate answers and deliver better solutions for clients and members.
• They cultivate trust, accountability and a healthy culture through open, transparent communication. Mistakes happen — but their employees own up to them, fix them and learn from them.
• Anyone in a customer service role embraces an empathetic approach. Members who call in may be dealing with anything from a health emergency, to a frustrating chronic condition or devastating diagnosis and no one deserves to be judged by their worst day.

Setting clients up for success

No two clients are the same, and neither are their members' needs. From a client services perspective, benefits administrators who connect with an employer on a personal level are more likely to fully understand their needs and be able to tailor health plan solutions accordingly. Whether it's customizing benefits packages or implementing wellness initiatives, personalization is the key to enhancing value and member satisfaction. They must communicate regularly on plan utilization and trends, practice active listening when it comes to client issues, concerns and needs, illustrate industry expertise and thoroughly explain how different plans or strategies can help clients achieve their goals. A good TPA establishes a policy of openness with clients and continually nurtures their relationships.