In crucial episodes of people’s lives, such as accidents or health-related incidents, the foremost desire is to have the support of a reliable company that doesn’t add more problems and can efficiently assist in resolving issues. This is particularly true in the insurance industry, where customer experience is not just important but paramount. This allows them to not only assist their customers but to delight them in the process. Today we’re talking about the Cigna Customer Experience.
In this context, Cigna has established itself as a standout player. With a dedication to delivering exceptional services and building lasting relationships, Cigna’s customer experience serves as a shining example of excellence in the insurance industry.
Exploring The Cigna Customer Experience
Customer experience holds immense significance across all industries, and in healthcare insurance, it’s even more crucial due to the involvement of health and finances. A favorable customer experience plays a pivotal role in this sector.
The success of the healthcare insurance industry revolves around the well-being of its clients. Prioritizing customer experience nurtures trust, satisfaction, and loyalty, mutually benefiting both the insurance provider and the individuals they serve.
Some of the most notable benefits are:
- Customer Loyalty: A positive experience leads to customer loyalty, reducing churn and increasing consistent revenue. Additionally, satisfied customers can become brand advocates with proper incentives, making it crucial to identify and motivate them to share their positive perceptions actively.
- Market Differentiation: In a competitive insurance industry, a strong focus on customer experience sets a company apart, attracting customers who value extra attention and care. This is amplified through customer review portals and referrals, where positive opinions and recommendations wield significant promotional power.
- Long-Term Growth: Consistently positive customer experiences drive long-term growth as the company establishes a foundation of satisfied customers who renew policies and bring in new business. Moreover, good customer service enhances the likelihood of current customers engaging in cross-selling and upselling due to the positive experience. Excellent customer service coupled with a quality product are the two key ingredients of a lasting relationship.
- Mitigated Negative Publicity: A customer-centric company is better equipped to handle negative situations and turn them into positive outcomes, minimizing potential reputation damage. In the digital era, online reviews and ratings greatly impact a company’s reputation. A customer-focused approach leads to better online feedback, which in turn attracts more customers.
The Cigna Customer Journey
Among the array of tools and options available for those aiming to enhance customer experience, the customer journey holds particular importance.
A Customer Journey is a visual representation of any interaction a user has with a brand or company. It highlights interaction and customer touchpoints and additional points to provide a comprehensive view of what happens in each stage of customer interaction.
For better understanding, we’ve created a simplified customer journey using the basic interaction points of a potential Cigna customer journey, taking reference from a video shared by the company. In this journey, we use the persona of Alex, who encapsulates the common characteristics of a Cigna user.
Cigna Customer Journey Map Example
Stage 01: Awareness
|Cigna Connect Welcome Pack
|Alex receives a welcome pack upon signing up, introducing him to Cigna Connect and its benefits.
|Lack of awareness about available healthcare options.
|Provide a comprehensive welcome pack that explains the benefits and features of Cigna Connect.
|Online Materials and Well-being App
|Alex explores online materials and the Signal well-being app, gaining insights into how to utilize his healthcare plan effectively.
|Difficulty navigating and understanding the plan details.
|Develop user-friendly online materials and apps for easy access to plan information.
Stage 02: Consideration
|Alex notices a mole change while traveling. He uses the Signal well-being app to access Global Telehealth for virtual consultation with a doctor.
|Limited access to immediate medical advice while traveling.
|Offer virtual healthcare solutions like Global Telehealth for convenient consultations, especially for travelers.
|During the consultation, Alex seeks advice on his condition and receives guidance on seeking further medical care.
|Uncertainty about the seriousness of the health issue and where to seek help.
|Provide professional medical advice and direct customers towards appropriate actions for their health concerns.
Stage 03: Conversion
|Cigna Customer Service
|After the virtual consultation, Alex contacts Cigna customer service for guidance.
|Uncertainty about navigating the healthcare system and finding suitable providers.
|Offer knowledgeable customer service to assist customers in finding suitable providers and understanding their options.
|Selection of Network Provider
|Alex is directed towards suitable quality providers within Cigna’s network. He chooses a Level 1 network provider to avoid additional costs.
|Confusion over selecting the right healthcare provider and costs associated with it.
|Offer guidance in selecting network providers and highlight cost-saving options for customers.
Stage 04: Loyalty
|Guaranteed Payment (GOP) Issuance
|Cigna issues a GOP to Alex’s chosen provider, assuring payment for the treatment.
|Concerns about the payment process and potential reimbursement delays.
|Provide a seamless process for issuing guarantees of payment to providers to ensure smooth treatment experiences.
|Alex schedules his appointment with the selected provider for his day case treatment.
|Apprehension about appointment scheduling and availability.
|Streamline appointment scheduling procedures to make it convenient for customers.
Stage 05: Advocacy
|Settlement of Medical Costs
|Cigna informs Alex that all medical costs have been settled directly with the provider.
|Worry about managing medical costs and reimbursement procedures.
|Clearly communicate to customers when and how their medical costs are being settled for a worry-free experience.
|Positive Experience and Trust
|Alex is pleased with the overall experience and feels confident in relying on Cigna Connect for future healthcare needs.
|Building trust and confidence in the healthcare provider.
|Continuously provide high-quality service, clear communication, and efficient solutions to foster trust and loyalty.
This Consumer Journey Map outlines the various touchpoints, activities, pain points, and solutions within each phase of the customer journey within the insurance industry. It demonstrates how the Cigna customer experience forward-thinking healthcare approach addresses customer needs and concerns at every stage of their healthcare journey.
Embark on Enhancing Your Customer Experience
Now that we explored the Cigna customer experience, you can confirm your decision to deliver an exceptional customer experience within the insurance industry. Beyond the benefits we discussed at the beginning of this article, we assure you that a customer experience strategy is one of the best investments you can make as a business leader.
While some might consider this a daunting task, using the right tools can make the process efficient and effective.
At QuestionPro, we’ve developed a range of solutions that cater to the needs of various companies, regardless of size or industry.
Within our extensive array of functions and tools, you can find our powerful customer journey mapping tool called SuiteCX. With just a few clicks, you can create a customer journey tailored to your company. Moreover, you can enrich it with real data and buyer personas that align with your target audience, providing a clearer perspective of your business’s real situation and identifying potential opportunities.
Additionally, QuestionPro CX offers you the chance to understand your customers’ perceptions and identify pain points that can transform into significant loyalty and promotion opportunities. Within our customer experience management software, you can monitor every touchpoint of your customer journey and collect real-time information to prevent customer attrition and provide excellent experiences to all your clients.