In Medicare Advantage, member experience matters more than ever; however, during this critical time, member satisfaction with Medicare Advantage plans seems to be at an all-time low. A recent study by J.D. Power revealed that customer satisfaction with Medicare Advantage plans has decreased to 623 on a 1,000-point scale — a 29-point decline from the previous year. Researchers indicated that the primary driver of this drop is a 39-point reduction in members' overall trust in their Medicare Advantage plan. Why?
With CAHPS surveys carrying significant weight in Star Ratings, the way members perceive their health plan, and the conversations they have with staff, directly impact performance. This makes listening not just polite but strategic. Every conversation is an opportunity to build member confidence, strengthen engagement, and directly influence performance measures. By treating listening as a deliberate practice rather than a courtesy, health plans can transform routine interactions into drivers of stronger performance and better outcomes.
When Scripts Fall Short
Scripts are essential for compliance and accuracy. But when an advocate adheres too rigidly to a script, it can feel robotic or even disrespectful, especially if the member is voicing a concern.
Picture this: A member says, “I can’t afford my prescriptions this month.”
If the advocate continues reading from the script without stopping to listen to what the member is saying, the member may feel ignored. This may signal that the process is more important than the person.
Now imagine the alternative: The advocate pauses, acknowledges the concern, and says, “I hear how stressful that must be. Let’s look at programs that may help reduce your prescription costs.”
That shift transforms the experience. At BeneLynk, we train our advocates to not only stay compliant but also to listen with empathy. Our advocates are encouraged to use their training and talking points as a foundation, then adapt in the moment to the members’ concerns. This combination of compliance and compassion ensures that members feel heard, respected, and supported, and that impression stays with them long after the call.
The Foundations of Listening
- Respect means recognizing that every member deserves to be treated as an individual, not just an item on a checklist. Pausing to listen communicates that their concerns truly matter.
- Dignity is preserved when members feel valued. Even in difficult conversations about finances, health, or personal struggles, attentive listening helps maintain a sense of worth.
- Discretion is the balance of compliance and compassion, knowing when to move beyond the script to respond authentically to the member.
Together, these values shape the kind of meaningful interactions that CAHPS is designed to measure.
Why Listening Matters for CAHPS
Several CAHPS questions focus directly on whether health plan staff provide the necessary information/help, and if they were courteous and respectful. These measures highlight the clear connection between listening and Star Ratings. A respectful, attentive conversation builds confidence and leads members to report a positive experience. Conversely, a dismissive or overly scripted exchange can create frustration and diminish satisfaction. Organizations that consistently train staff to pause, acknowledge concerns, and respond with clarity can turn everyday interactions into stronger survey results and improved performance.
Listening Builds Confidence
When advocates truly listen, they bridge the gap between members and health plan, helping ensure that needs are understood and supported beyond clinical care. At BeneLynk, we believe that human connection is acritical part of any social care program, and advocacy built on real conversations strengthens both member experience and member retention.
When members feel respected and heard, they are more likely to share accurate information, stay engaged with their health plan, and accept support. This helps create a positive cycle.
Conclusion
Listening may seem simple, but in healthcare outreach, it is one of the most powerful tools we have. It is how we show respect and preserve dignity. For members, it means feeling heard and supported. For health plans, it means stronger engagement, improved satisfaction, and higher CAHPS scores that directly impact Star Ratings. Ask us how we can help your plan turn listening into measurable results at sales@benelynk.com.