According to a recent Forrester report, only 54% of customers describe health insurers as trustworthy, and 48% of insured adults think their health plan is going to act in their best interest.1
It’s a red flag for health insurers. It also creates an issue for employers if employees don’t believe their health plan is working in their best interest.
In an interview about the report, the principal analyst for Forrester noted the key to building trust comes from personalizing health plan experiences. Personalization unlocks member engagement, leading not only to trust but also to better clinical outcomes and lower costs.2
Across every healthcare touchpoint with your employees, choosing Blue Cross and Blue Shield of Minnesota means giving employees meaningful experiences. It’s one of the reasons we’ve been ranked the most trusted health plan for 15 years in a row3 and preferred by Americans two times more than the next closest competitor.4
Whether members use Blue Care AdvisorSM, interact with a Blue Cross Case Manager, or contact our Customer Service team for assistance, they receive an exceptional experience that enhances their confidence in the health plan you’ve selected for them. Here’s a closer look at each.
Personalized healthcare with Blue Care Advisor
Blue Care Advisor, an all-in-one navigation and care management solution, guides members in understanding, accessing and managing all their healthcare benefits. What makes the Blue Care Advisor experience so powerful is personalization.
Blue Care Advisor leverages AI, machine learning and predictive analytics to place members into any combination of more than 150 unique, clinically validated segments. Insights and segmentation drive personalized care recommendations and next best actions digitally, as well as when members interact with Blue Cross Customer Service and Care Management teams. This way, we can better ensure consistent information is provided across members' preferred channels.
Employees are supported across touchpoints and can choose how they interact through the platform, including the recent addition of chat. Blue Care Advisor has an 89% overall member satisfaction rating,5 and nearly 4 out of 5 users say they are satisfied with their ability to understand the cost of medical care.6
Most important, health issues are identified before they become significant and more costly — better enabling members to close gaps in care.
Personalized healthcare with Case Management
When your employees work with a Blue Cross Case Manager, their healthcare experience is empowering. Our trusted approach takes a holistic view of the member by incorporating social determinants of health (SDoH) data, synchronizing healthcare interactions, and ensuring clinicians are working toward a common goal for the member.
Case Managers help employees navigate the healthcare system by teaming up with clinical experts, assessing risk, creating treatment plans, and coordinating care for an effective and trusted experience. Plus, this industry-leading program delivers cost of care savings: Members who participated in Case Management programs saw up to a 19% trend reduction in medical costs.7
Specifically, the Blue Cross Case Management program helps members manage their care with these features:
- Complex case management for high-risk members with comorbidities and high-cost claims, including complex medical, behavioral health, maternal health and oncology needs. We use predictive modeling to stratify members for risk, with the highest-risk members targeted for outreach and advocacy to more rapidly address care needs and control costs accordingly. For challenging and complex cases these services reduce inpatient utilization up to 25%.8
- Support for employees transitioning from inpatient settings, reducing readmission rates and emergency room visits. Through timely interventions and appropriate referrals, we reduce hospital readmissions by up to 13%.8
- Specialty programs for behavioral health conditions such as eating disorders, substance use and autism. Our programs reduce the potential for overuse or misuse of controlled substances by 54%, resulting in $0.07 PMPM savings per quarter.8
- Chronic condition management for asthma, chronic kidney disease, chronic obstructive pulmonary disease, diabetes, heart disease and heart failure. We close 17% of the gaps in diabetes care, reducing diabetes-related complications such as heart attack and stroke, resulting in $0.13 PMPM savings.8
Personalized healthcare with award-winning customer service
Customer service is an integral part of our members’ healthcare experience, providing the support and resources necessary to navigate health and benefit coverage effectively. By offering comprehensive and approachable service, we create strong, lasting relationships with your employees, ensuring their needs and expectations are met. This is crucial in fostering a sense of security and trust, which is fundamental to both assessing how we can best help and ensuring peace of mind about healthcare.
We strive to meet member needs at the initial point of contact, connecting members with real people and resources to address questions and help them make the most of their health plan. Initial contact can take place with a Customer Service representative, Case Manager or via Blue Care Advisor.
As technology rapidly evolves, our teams are evolving with it to make the service experience even better and faster.
- Customer Service representatives use a generative AI solution to complete call transcript analysis — summarizing calls, determining follow-up actions and indicating sentiment analysis.
- Our service leadership team uses advanced technology and analytical tools to audit data and conduct call assessments for proactive issue identification.
When employees have great service experiences with their health plan, benefit managers can spend less time fielding benefit questions, reducing administrative cost and freeing up time and capacity to focus on other parts of the business.
SVG
“I'm the contact when our employees are unable to resolve concerns through customer service. My involvement has been minimal, which demonstrates that customer service truly serves our members, and is both responsive and reliable.”
- Benefits Coordinator at Prior Lake - Savage Area Schools
In 2025, USA Today recognized Blue Cross and Blue Shield of Minnesota with America's Best Customer Service award.
Building on a strong foundation for trust and engagement
Blue Cross emphasizes building trust with members through personalized healthcare experiences, which lead to better clinical outcomes and cost savings. Personalized healthcare through digital tools, case management and award-winning customer service provide an exceptional experience that builds trust in Blue Cross across interactions and touchpoints — and that confidence from members is reflected in our ranking as the most trusted health plan for 15 years in a row.3
Contact your Blue Cross representative or read more about our trusted approach.
Connect with us
SVG
Let's work together
Give us a call: 1-877-293-7035 (TTY 711)
Not already working with Blue Cross? Check out our plans and resources for large and small groups.
SVG
Subscribe to Insights & Updates
Keep tabs on what's new and what's changing in the healthcare industry.
1Trzcinski A, Weader J, Germain Farraher S, et al. "The Trust Foundation Is Fractured for U.S. Health Insurers, 2025." Forrester Research, September 2025.
2Heath, Sara. "How Payers Can Regain Consumer Trust via Personalized Care." TechTarget, October 2025.
3"Is a company I can trust." (online interviews conducted 2014 – 2024), Brand Strength Measure Survey, Blue Cross Blue Shield Association. "Is a name you can trust." (phone interviews conducted 2010 – 2013).
4Market Insights, Blue Cross Brand Strength Measure Survey, Blue Cross Blue Shield Association, 2024.
5Blue Care Advisor internal data, 2024.
6Blue Care Advisor internal report: CX Measurement and Insights Data. Blue Cross and Blue Shield of Minnesota, January 2024.
7Blue Cross and Blue Shield of Minnesota internal data, 2024.
8Blue Cross and Blue Shield of Minnesota internal member data, updated November 2024. In commercial engaged members compared to unengaged members.