Partnering with Cigna Healthcare to help shape and execute their global Customer Experience strategy.
The collaboration spanned the entire digital ecosystem, from customer-facing platforms to internal tools, and ultimately delivered superior, AI-enhanced healthcare services to Cigna customers worldwide.
Consultancy
The engagement began with a successful pitch to lead Cigna’s CX transformation.
We immediately took a central role in their Global CX Summit, a pivotal event for C-Suite stakeholders to establish a unified vision for the company’s future.
We set the stage with a keynote presentation on “The Age of CX,” demonstrating the value of a customer-led approach. This foundation allowed us to guide global executives through a series of exercises to define a “north star” experience vision, creating a common goal to align all future business initiatives.
Strategic discovery & analysis
Following the vision work, we embarked on a series of deep-dive projects focused on key, market-specific web and app platforms across Cigna’s ecosystem.
We investigated the full spectrum of their services, from primary customer-facing touchpoints, third-party integrations, and the in-house tools and processes that form the backbone of the user experience – uncovering the critical insights needed to guide the creative and UX definition process.
By identifying the moments that matter most to customers, we pinpointed key opportunities for both incremental improvements and long-term strategic enhancements.
Through in-depth interviews we identified customer pain points while mapping Cigna’s internal tools, processes, and stakeholder challenges.
From insight to action
We translated research insights into tangible strategy through collaborative workshops with senior stakeholders.
These sessions successfully aligned the business around a shared vision for the customer experience, allowing us to collectively identify and prioritise the most impactful opportunities.
This process pinpointed the most valuable concepts to explore, creating a clear and focused brief for the UX & UI design team.
We brainstormed opportunities to address customer issues, and prioritised based on key business drivers like cost-to-serve, affordability, and self-service potential.
We created blueprints that visualised the end-to-end customer journey, and the critical connections between the frontstage experience and the backstage systems & processes that support it.
Bringing the vision to life
For each project, we translated core journeys and features into creative concepts and functional prototypes that served three key purposes: communicating the vision across the business, validating ideas with users, and guiding development planning.
The Results
Optimisations and improvements across Cigna's customer-facing touchpoints and backstage tools & processes resulted in significant shifts in KPIs over time.
15%
reduction in customer call centre volumes
10%
uplift in CSAT scores
33%
increase in adoption rates for key clinical and wellbeing programmes.
8hrs
reduction in average claim processing time