In an industry where your products and services are often perceived as a grudge purchase, it is crucial to keep your finger on the pulse with regard to your customers’ needs to ensure high levels of customer satisfaction that will, in turn, build brand loyalty. Judging by its recent ranking as number one in the Medical Aid Industry performance category of the 2020 Ask Afrika Orange Index®, Bestmed has succeeded in doing exactly that.
Winning this industry award, the largest and most widely referenced service excellence benchmark in South Africa, bears testament that Bestmed is constantly improving and innovating to maintain their levels of satisfaction to their stakeholders over the past year.
“Being recognised as a leader in satisfaction in our industry, indicates that not only have we invested in our members’ needs but we are earning our place as a strong and competitive brand in the medical aid industry. In the past two years, we have made concerted efforts to include our stakeholders as an integral part of the business journey and receiving this award is evidence that we are well on our way to achieving this integration,” says Madelein Barkhuizen, Executive Manager: Sales and Marketing at Bestmed.
“Overall, the Index found that brand loyalty is decreasing when compared year-on-year, which means that brands have to work harder to remain relevant in the market. Factors affecting loyalty during the COVID-19 pandemic were the extent to which brands made the working environment safe for their employees, safely engaging with consumers, and community involvement. Bestmed’s ranking as the best performer in the medical aid industry category in this year’s index is testament to high levels of customer centricity which results in higher levels of brand loyalty,” says Sarina de Beer, Managing Director at Ask Afrika.
By understanding the industry and knowing that it deals with members during periods of illness and health concerns, more so during a global health pandemic, Bestmed’s success lies in the ability to understand and solve members’ challenges effectively, and build a positive connection with members in a manner true to its Personally Yours brand promise.
The 2020 Ask Afrika Orange Index rating is aligned to Bestmed’s South African Customer Satisfaction Index (SA-csi) results for this year which placed the Scheme at the forefront of customer experience in the South African medical scheme industry. Bestmed is proud of these achievements, especially because they signify that its investments in stakeholder inclusivity is bearing fruit.
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