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.
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