Member satisfaction information as competitive intelligence: a new tool for increasing market share and reducing...

MCOs have begun to realize the impact that consumer satisfaction has on enrollment and pricing. Taking a lesson from auto manufacturers, MCOs are now realizing the additional advantages of obtaining consumer satisfaction information about their competitors. Knowing competitors' members intentions to stay or leave their plans, pin-pointing competitors' strengths and weaknesses, and identifying unmet consumer needs, allow MCOs to more successfully develop tactics and strategies for sales, marketing, and planning. This article describes the use of member satisfaction information as competitive intelligence, what to look for in this information, and sources for obtaining reliable information.