The Expansion of Call Center Services: Trends and Innovations in Voluntary Benefits

In recent years, the landscape of customer service within the voluntary benefits industry has undergone transformative changes. According to a fresh report from Eastbridge Consulting Group, new advancements in call center capabilities are rapidly becoming the norm among benefit carriers. This shift includes the introduction of online chat services and the option for customers to schedule return calls, which reflects the industry's commitment to enhancing customer experience.

Growth in New Capabilities

The “Administrative Practices of Voluntary Carriers” Spotlight™ report reveals a dramatic increase in the services offered by voluntary benefit carriers. For instance, the number of carriers featuring online chat options has surged from just three — a mere 9% — in 2022 to a robust 39% in 2025, with a total of twelve carriers now incorporating this popular service. Similarly, return call scheduling has increased significantly, rising from only one carrier (3%) to eleven (35%) within the same timeframe.

These advancements mark a significant trend in the industry's desire to adapt to changing consumer expectations, where immediate and efficient support is paramount. As more customers turn to digital communication tools, the growing emphasis on online chat capabilities reflects the urgency to provide quick and effective assistance.

The Road Ahead for Administrative Practices

Ginger Bates, the director of research at Eastbridge, emphasizes that these enhancements are just one part of ongoing changes to administrative practices and systems among carriers. Notably, nearly half of the surveyed carriers intend to implement substantial upgrades or improvements within the next five years. Some even plan to overhaul their systems entirely, revealing a strong recognition of the need for continuous evolution in operational effectiveness.

Bates pointed out, "Despite the advancements being made, half of the surveyed carriers reported changes to their voluntary policyholder administration systems in the last three years. This indicates a sector that is not only aware of its challenges but is also actively seeking solutions to stay competitive."

Insights from the Survey

The comprehensive report provided data compiled from 31 voluntary carriers surveyed during June and July 2025. This research highlighted various aspects of administration structures and capabilities, including service functions directed at administrators, employers, employees, and crucially, call center operations and standards. One of the key takeaways was that two-thirds of the surveyed carriers opt to outsource some of their administrative tasks, with approximately 25% choosing offshore partners over domestic ones. This trend toward outsourcing could suggest a strategic approach to manage operational costs while focusing on core competencies.

Moreover, half of the carriers surveyed have started offering performance guarantees, usually based on specific requests, thereby enhancing the service levels they provide. Regularly conducted customer satisfaction surveys have also become commonplace, helping to maintain communication with brokers, employers, and employees. These surveys are often tailored to occur after transactions for employees, while brokers and employers typically participate in periodic evaluations.

Conclusion

The insights from Eastbridge's report underscore the voluntary benefits industry’s resilience and adaptability in an ever-evolving marketplace. As carriers embrace new technologies and avenues of service delivery, online chat and return call scheduling are indicative of a broader strategy aiming to meet consumer demands for more immediate and personalized contact. As competition heightens, the carriers that effectively leverage these capabilities will likely lead the charge in setting industry standards for customer service excellence. With continuous advancements, the future of call center services within voluntary benefits looks promising, positioning providers to foster better relationships with their clients and stakeholders alike.

For more detailed findings and to obtain a copy of the report, visit Eastbridge's website or contact them directly. As this sector continues to evolve, keeping abreast of these trends will be essential for all stakeholders involved in the voluntary benefits market.