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Germans’ loyalty to their health insurance company is steadily rising, even in times of extra premiums. Yet digitalization is also producing a change in customer expectations, as revealed in the Bain report “Customer loyalty to health insurance companies: Every interaction pays off”, a survey carried out among 3,300 people insured through the public healthcare system. The authors Dr. Christian Kinder and Mareike Steingröver explain the challenges facing suppliers as a result of the paradigm shifts.