At Cigna, customer-centricity is a belief that putting our customers at the center of everything we do enables us to deliver exponentially better solutions that meet their unique health, financial, and experiential needs.
Cigna’s customer-centricity efforts put tools, training, and resources in the hands of every Cigna employee in ways that are relevant to both their role and the impact their work ultimately has on our customers. In doing so, it allows Cigna to deliver solutions that align directly with the needs of our customers, partner with them to navigate their own health journey, and maximize the value they get from our products and services.
Key Enterprise Metrics
An essential component for successfully achieving our customer-centricity strategies is having a consistently measured, enterprise-wide metric that provides insights into our relationship with our customers. Cigna uses the enterprise Net Promoter Score (eNPS) measurement methodology to track our progress across the company, and against competitors. eNPS measures how likely a customer is to recommend Cigna to their friends or family. The idea is simple: If you like doing business with a company, you are more likely to share this experience with others. Having a clear metric to measure our progress helps drive value for our customers, and for our company. It's central to our growth strategy.
We've found that the service experience across channels, including phone, web, and click to chat, is another important element of our customers' overall relationship with Cigna. Improving the service experience has been a key focus of the organization over many years and we measure our progress against this goal with a transactional Net Promoter Score (tNPS) metric which asks customers about their likelihood to recommend Cigna based on a recent service interaction.
Using these key enterprise metrics, we are able to turn valuable insights into action by implementing numerous initiatives, such as Customer Empathy training for front-line employees, continued focus on our upgraded service model, One Guide, and extending our servicing footprint into new modalities to ensure that we are serving customers in their channel of choice--all aimed at improving the customer's experience. As a result of these targeted improvement efforts, we've continued to see increased satisfaction scores across key areas and an over 54% increase in our tNPS scores over the last 4 years.
Customer Insights, Segmentation, and Moments That Matter
We also use customer insights to inform our strategic areas of focus and bring customer-focused experiences to life in a compelling way. Our insights strategy team actively uses our consumer segmentation model, which classifies our customers into 8 distinct customer segments, to help us design more personalized solutions and experiences. We have also completed research to identify the moments in our customers' journey that matter most and strive to deliver best in class experiences in those moments. Segmentation, Moments That Matter, and other key customer insights, initiatives, and techniques are informing our Customer Experience strategy as we work to realize our goal of being in a category of one.
Cigna’s Customer-Centricity Ambassadors
Cigna has more than 300 customer-centricity ambassadors who are part of a powerful grassroots movement that infuses customer-centricity deep into every area of our organization to help create a more customer driven culture. The governance of our customer-centricity initiatives is overseen by Cigna's customer centric action team, which provides strategic and tactical direction to translate our aspirations into actions.
Cigna’s customer-centricity ambassadors work together throughout the organization to advocate for the customer. They focus on advancing solutions, decision-making, pilot testing, and process enhancements to positively increase the customer experience, while influencing colleagues to do the same. Cigna's ambassadors coach, inspire, and lead customer-centricity initiatives and the exchange of ideas and information at all levels of the organization.
Their efforts drive changes that help to differentiate Cigna in the marketplace, add value at the key moments that matter most to our customers, and position us to deliver on our brand promise.
Ambassadors hosted the Group Disability Awareness Day to help employees understand what it is like to live with disabilities and see how various impairments impact your functionality and your daily living.
Solving Customer Issues
The Cigna HealthSpring “I Get It” customer sensitivity training sessions were designed to bring awareness of what life is like for our Seniors/Aging customers.
Working with Vendors
Ambassadors created a presentation to allow prospective clients to understand the culture of our employees that would be serving their employees.
St. Louis employees hosted our annual Puppies & Potluck event. A local animal adoption agency came to the site and allowed employees to interact with the dogs. Several dogs were adopted as a result of the event.
The Cigna Group Insurance Operating Effectiveness team created and delivered blankets to a local Shelter in Philadelphia.
Customer Centricity Ambassadors in Plano, Texas participated in a customer journey mapping session for Group Insurance Leave and Short Term Disability.
Disclaimer: The report covers calendar year 2018 and unless otherwise noted, excludes the combination with Express Scripts, which closed on December 20, 2018.