Today’s health insurance customer is many things, according to marketing pro Lindsay Resnick of KBM Group, but it’s possible to draw a few useful generalizations. Trust “Today’s consumer is not a trusting consumer,” Resnick said, urging health insurers at a meeting of America’s Health Insurance Plans to fill a “customer experience gap.” Consumers surveyed about what they want from health plans ask just three things of their insurers, according to data Resnick cited: They want insurers to put patient care before profit, be there when consumers need them, and communicate clearly and honestly. Connection Consumer expectations are driven by the mobile mindset: “We want it, and we want it now.” What consumers want is the ability to access information and complete transactions on a variety of devices, and have a seamless experience whether interacting with an organization by landline, laptop or smartphone. Companies that want to serve these consumers must keep up – and get ahead.”How will your portal look on Google Glass?” Resnick asked, reminding the audience a fully connected culture is just around the corner. Experience Customer experience is everything to a brand, and it will guide consumers along their path to purchase as they explore options, Resnick said. He pushed health insurers to place customers at the center of everything they do – that might mean hiring a chief customer officer, and it definitely means everyone on the team understands the company strategy. Companies that develop “customer obsessed” approaches will yield the greatest return on the relationship. “You want to be a brand that consumers would miss if it went away,” Resnick said.