Cigna 2009 Annual Report Download - page 8

6 Reinventing the Customer Experience6 Reinventin
g
the Customer Experienc
e
Communication underpins all
customer experience, so an
important goal of CIGNA is to
be clear, concise and helpful –
every time we interact with
a customer.
During 2009, we:
Changed the words we use and banned confusing
jargon from our vocabulary – so we communicate
with customers in ways that are simple and easy
to understand.
Redesigned our most common customer
communications – coverage enrollment guides
and explanation of benefi ts – to make them more
concise, informative and user-friendly.
Eliminated confusion and clutter by consolidating
collateral materials to dramatically cut the amount
of materials hitting customer mailboxes by half.
Aligned our communication methods and interaction
guidelines with adult learning principles so messages
are delivered in ways that will be received and
understood by all.
Streamlined our interactive voice response program
so customers can quickly get to a live representative,
or use the self-service option, if they choose.
Extended our service hours to become the fi rst and
only United States health service company available
24 hours a day, seven days a week – so we’re here
whenever customers need us.
We’re already seeing the impact, with changes to
our new enrollment guide driving an increase of
more than 100% in customer understanding.
Proof that the CIGNA customer experience is better.
REINVENTING THE CUSTOMER EXPERIENCE
The only health service company available 24/7.