For Customer Experience Professionals

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	December 14, 2009 Q&A With CIGNA's Chief Customer Officer How Ingrid Lindberg Is Reversing The Healthcare Customer Experience Curse by Elizabeth Boehm with Bruce D. Temkin, Rachel Zinser

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Executive Summary

In an industry with multiple constituents, a strong regulatory burden, and conservative cultures, can health plans craft experiences that delight customers? CIGNA's Ingrid Lindberg believes they can. By collecting data on what customers (whether consumers, physicians, employers, brokers, or internal employees) want and need, Lindberg and her team of customer experience professionals are transforming the meaning of "service" at CIGNA. Following a flurry of audience questions for Lindberg at Forrester's 2009 Customer Experience Forum, we recorded her responses to these and other questions to help other health plan customer experience devotees find their footing.

TABLE OF CONTENTS

• 1. What’s unique about leading customer-focused change in the health plan industry?
• 2. Why did CIGNA recognize the need for a focus on customers?
• 3. What was it like to join a conservative, internally focused company?
• 4. Where does the customer experience team fit in CIGNA’s organization structure?
• 5. How do you win buy-in from other parts of the organization?
• 6. How do you manage priorities across customer groups?
• 7. What tools have been critical to driving CIGNA’s customer-centric transformation?
• 8. What have been your biggest obstacles to transformation?
• 9. What have been your most promising successes?
• 10. How will healthcare reform affect the importance of being customer centric?

This is an excerpt

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