Streamlined checkout reduces drop-off
Upgraded forms and fewer redirects cut errors by 18%.
CXBI Monthly Report
T&H CX > CXBI Industry Reports > Health Insurance > September 2025
Headline movements reflect steady gains in checkout UX and fewer delivery incidents. Value remains stable with mild price pressure.
Deeper analysis shows onboarding friction disproportionately impacts new-to-category customers.
Upgraded forms and fewer redirects cut errors by 18%.
New SLAs decreased late deliveries by 11%.
First-contact resolution improved by 7% with better routing.
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| Month | Health Insurance CXBI | All Industry CXBI | Industry Cohen's Gap |
|---|---|---|---|
| 2024-09 | -0.080 | -0.060 | Minor |
| 2024-10 | -0.050 | -0.040 | Minor |
| 2024-11 | 0.000 | -0.010 | None |
| 2024-12 | 0.010 | 0.000 | None |
| 2025-01 | 0.030 | 0.010 | Minor |
| 2025-02 | 0.020 | 0.010 | None |
| 2025-03 | 0.010 | 0.000 | None |
| 2025-04 | 0.020 | 0.010 | None |
| 2025-05 | 0.030 | 0.020 | None |
| 2025-06 | 0.020 | 0.010 | None |
| 2025-07 | 0.020 | 0.010 | None |
| 2025-08 | 0.031 | 0.015 | Minor |
Retail customer experience edged higher this month. The CX Benchmark Index (CXBI) reached 7.82 (▲ +0.04 MoM, ▲ +0.22 YoY). Gains were led by digital ease (faster checkouts, fewer payment errors) and delivery reliability (tighter promise windows, fewer late drops). Sentiment improved at the margins: 46% positive, 39% neutral, 15% negative. The uplift is broad-based but stronger outside metro areas, where mobile performance and delivery coordination improved. With spring promotions underway, conversion stability looks firmer than mid‑winter, while service contacts per 1k orders dipped modestly.
Alpha’s NPS verbatims cite faster issue resolution.
Beta’s gains came from proactive outage comms.
| Brand | CXBI Score | Δ CXBI MoM | CXBI Rank | Δ CXBI Rank | Top Driver | Cohen's Gap (Driver) | Cohen's Gap Label (Driver) | Bottom Driver | Cohen's Gap (Driver) | Cohen's Gap Label (Driver) |
|---|---|---|---|---|---|---|---|---|---|---|
| NAB | 7.91 | ▲ 0.403 MoM | 5.0 | ▼ 3.0 | Service | 0.45 | Minor | Quality | -0.32 | Minor |
| Westpac | 7.43 | ▲ 0.221 MoM | 9.0 | ▲ 1.0 | Convenience | 0.18 | Negligible | Value | -0.25 | Minor |
| Macquarie | 7.02 | ▼ -0.118 MoM | 14.0 | - | Quality | 0.21 | Minor | Service | -0.19 | Minor |
Health Insurance • MoM EOM September 2025
| Driver | Health Insurance Driver CXBI Score | MoM Movement | YoY Movement |
|---|---|---|---|
| Value | 0.300 | 0.200 | 0.250 |
| Quality | -0.200 | -0.100 | -0.050 |
| Service | 0.400 | 0.200 | 0.150 |
| Convenience | -0.300 | -0.100 | -0.050 |
| Trust | 0.500 | 0.200 | 0.100 |
| Month | Service | Trust | Value | Quality | Convenience |
|---|---|---|---|---|---|
| 2025-04 | 0.240 | 0.180 | 0.220 | 0.200 | 0.160 |
| Prior Mn | 0.250 | 0.190 | 0.210 | 0.190 | 0.160 |
| Prior Yr | 0.260 | 0.180 | 0.200 | 0.180 | 0.180 |
| All Industry Benchmark | 0.220 | 0.200 | 0.230 | 0.190 | 0.160 |
Rural and regional customers reported faster load times and more reliable check-outs, narrowing the gap with metro areas by six points. Rural and regional customers reported faster load times and more reliable check-outs, narrowing the gap with metro areas by six points. Rural and regional customers reported faster load times and more reliable check-outs, narrowing the gap with metro areas by six points.
Predictability continues to correlate with retention.
Missed deliveries remained the top churn trigger.
See what themes are affecting your customers’ perceptions of their experience, and benchmark how your company compares to the industry benchmark for each theme. See where you’re leading or leaking value to your competitors.
| Theme | Net Sentiment (pp) | % Positive (3m) | % Neutral (3m) | % Negative (3m) | 3m Share of Conversation | 12m Share of Conversation | All Time Share of Conversation | 3m Emergence |
|---|---|---|---|---|---|---|---|---|
| Theme 1 — Digital Ease Rises Outside Metros | 22.0 | 35.0% | 32.0% | 33.0% | 18.0% | 14.0% | 22.0% | 6.4% |
| Theme 2 — Delivery Reliability Matters Most | 15.0 | 31.0% | 51.0% | 18.0% | 21.0% | 18.0% | 24.0% | 4.3% |
| Theme 3 — Service Consistency Beats Surprises | 10.0 | 29.0% | 54.0% | 17.0% | 19.0% | 16.0% | 20.0% | 3.1% |
The CXBI is Tortoise & Hare’s proprietary benchmark of how effectively brands meet customer-experience (CX) expectations in market. It analyses large-scale, publicly available, unprompted customer feedback—including reviews, social commentary and media references—to surface real-world CX performance across industries.
Only content already in the public domain is used. No personal or private information is collected. Internal Voice-of-Customer data may be integrated by participating brands for private dashboards but is not included in public CXBI results.
The CX Benchmark Index (CXBI) and associated content are published by Tortoise & Hare CX Agency for informational purposes only. All data are derived from publicly available sources and aggregated using proprietary methodology. No representation or warranty is made regarding the accuracy, completeness or suitability of the information for any particular purpose.
Scores and insights reflect relative market signals at the time of publication and should not be interpreted as factual statements about any individual brand or as endorsement, criticism, or recommendation.
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