Ingrid in the news

    “I’m a really big fan of something I call the Future State Architecture Map (TM pending). It is a tool that I started using back in 2005/2006 to define what the future should look like. I build it by working with customers and listening to not only their requests and requirements, but for their unstated needs. The things that they don’t know that they need in order to make them more loyal to your company. That roadmap is something I’ve used in many companies since, and it becomes the backbone of a company’s business strategy. Once I have that future roadmap, then I work on individual journey maps for the spots where I know we need to focus.”

    Industry Insights, Digital Customer Experience Leaders ebook

    “For hospitals, health plans, and the entire health care system, the customer’s experience has never been more important,” says Ingrid C. Lindberg, a consultant who is believed to be the first chief experience officer for a health plan. “They need to have someone paying attention to what the consumer, the customer, or the patient is looking for and making sure that they design their products and services in such a way that they are easy to understand and use.”

    Managed Care, Nov 2015

    “Companies have to pay attention to the broader context of how they’re engaging consumers,” Lindberg notes. “You may not want to receive a push notification reminding you to take your medication during a meeting, but I’ve worked with clients who didn’t even consider that.”

    1to1 Media, June 29, 2015

    “Customer centricity is an ever-moving target based on customer expectations, so it’s always a journey. Although we are exceptionally responsive, we are still forced to evolve as the definition changes. Luckily, we are agile and able to adapt to those changes quickly.”

    BizReport, September 24, 2014

    “Insurers must create the baseline experience before they can earn the right to engage. It’s about providing value and trust.”

    FierceHealthPayer, August 10, 2014

    “We designed our customer experience strategy to be a decision maker, a tie breaker and a guide for us. Our purpose is to help people get the medicine they need to feel better and live well, and by applying this customer-centric approach to any decision making, we demonstrate our dedication to that purpose and our members.”

    CMO Council, July 2014

    “In 2001, when I made the decision to join this crazy world of healthcare, I truly believed that we could change this industry in a big way–by helping people make sense of the chaos. In order to be successful in leading this effort, I learned that I had to have the patience of a saint, the heart of a lion and the tenacity of a street fighter.

    FierceHealthPayer, June 30, 2014

    “It’s not coming; it’s here. And if you haven’t already started reacting, it’s probably too late. The world is cracking open and most people don’t have a clue.”

    HealthLeaders Media, June 17, 2014

    “When you wow your customer, you’re not really living the truth. You can’t say ‘no’ and deliver flowers at the same time.”

    FierceHealthPayer, June 13, 2014

    “Companies should aim to have all employees visit their CX room, including executives, frontline staff, and back-office staff. In fact, CX rooms can have even more impact on back-office employees who don’t have regular interactions with customers and might doubt their ability to contribute to the experiences their company delivers.”

    Forrester Research, May 2014

    “When ready to share our change vision with employees, we identified simple things that everyone in the company can understand and rally around. We translated our vision into a clear set of interaction principles – a set of do’s and don’t such as “Never use acronyms” and “Always speak their (the member’s) language.”

    Temkin Group, February 2014


    “Customer experience is the sum of all interactions a company has with its customers. From who you are as a firm, to your mission, value and purpose, all the way through to how you price your products. It’s about what you bring to the market, and how you talk about yourself, whether in the public relations world or how you answer the phone. It’s the sum of everything you do.”

    Heart of the Customer/Star Tribune blog, January 22, 2014

    “The consumer doesn’t care if you listen; they only care if you make changes based on their feedback.”

    1to1 Media, December 2013

    “If I look back to when I started as a CxO in 2005, we were generally viewed as process or call center people. The fact that almost every single advertisement I see on TV today talks about the customer experience; the fact that Kathleen Sebelius spoke of the customer experience when she was testifying on the Hill; these are indicators that not only are we on the cusp of a massive change in how CX is viewed, but that by 2020, CxOs will be driving the business.

    Customer Strategist Journal, November 2013

    “Have the patience of a saint, the heart of a lion, and the tenacity of a street fighter.”

    Direct Marketing News, November 1, 2013

    “The work that we started as soon as I got here was really around our new purpose statement, which is to help people get the medicine they need to feel better and live well. Everything that we do, every decision that we make, every conversation that we have, has to support that purpose.”, July 25, 2013

    “It is critically important to recognize that your brand is your promise. And your people are your brand. It doesn’t matter how awesome your brand is–when the boots hit the ground, or the call center is picking up the phone–you’re simply a myth if you’re not delivering on your promise. If you aren’t putting your employees first, how can you expect them to deliver an exceptional customer experience?”, June 4, 2013

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