Medibank goes digital for brand transformation in Australia

This article describes how Medibank, an Australian health insurer, changed its fortunes and customer experience (CX) offering through a digital transformation after years of under-investment in back-end technology and systems.

Can you come back from being the most complained about private health insurer in the Australian market?

In 2016, Medibank made the headlines for all the wrong reasons, single-handedly generating the greatest number of complaints to the Private Health Insurance Ombudsman in any quarter of the regulator's 20-year history.

Although its customers make up less than a third of the Australian market, Medibank was the subject of 61% of the 1683 complaints lodged between July and September 2016, a 60% increase in the total number of complaints compared with the same quarter the year prior.

And what's worse: customers were...

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