In some cases, however, these services fail to satisfy the needs of the people to whom they are given. One of the insurance companies that offer these services around America is American Family Insurance commonly known as AmFam. Their policy on health did not meet my expectations. This is a discussion of how their services failed to meet my expectations and a proposition of a method that can be used to collect information to test customer satisfaction, as well as a description of how the data can be used to correct the error. In selling their health policy to customers, AmFam assured that their processes of claims are going to be met without considering the amount a person has used in health care. They also promised me that they were the ones going to follow the process until they made sure that the hospital involved is paid. These promises were not met when I visited a hospital in New York and the amount of money I was expected to pay was two million US$. This was an amount too much for me to pay for I had spent a lot on the illness of my younger daughter in the past year. When I consulted them as my health insurers, they offered to pay three quarter of the money leaving me with a burden of US$500 thousand to pay. Their claim was that my family has frequented them within a very short period. In addition to that, I was the person who was sent to the hospital with the insurance document for the payment. This fell short of the promises they had given during the selling of their policies.
As a way to curb this inconsistency in delivery of services, I would propose that AmFam should carry out a market research that is going to establish the flaws in their health policy. This research would gather, analyze and interprete information about their health policy. In this research, they will analyze the past customers, them that are existent and those they think are potential so that they can know the best way to address their needs. This would focus on the complaints and compliments raised by clients of the insurance company. AmFam should first identify the problems of their health policy from their point of view and the viewpoint of their customers. This should be followed by a critical analysis of their records about the clients’ durability in their company. This will guide them to come up with a specific problem for which they will collect data. They will then formulate hypothesis and this will guide them in venturing into research. Once they have the data, they will venture into analyzing it and through the findings they will be able to make recommendations about the changes that can be effected in health policy. This process can be done through intensive interviews, which involves filling of questionnaires by customers or through telephone call where the insurance company will call their customers and request them to answer some predetermined questions (Isikli, 2000). Using the findings obtained from this research, AmFam is required to identify the areas in the policy that cause dissatisfactions to customers. When these areas are known, the insurance company will be required to carry out reforms in the policy that are aimed at addressing concerns identified by the customers. In this way, they will ensure that they are going to meet the needs and requirements of their customers. Another way to address the concerns of the customers would be to call them and discuss the results together. This would involve