CRM Implementation Failure at Cigna Corporation


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:

Case Code : ITSY050 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

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Case Length : 14 Pages
Period : 2000-2005
Pub Date : 2005
Teaching Note : Not Available
Organization : Cigna Corporation
Industry : Health Care Insurance
Countries : US

Abstract:

The case gives a detailed account of the Information Technology (IT) and Customer Relationship Management (CRM) initiatives implemented by the HealthCare division of Cigna Corporation, the third largest health care services provider in the US. The case details the circumstances that led the Chief Information Officer of Cigna's HealthCare division, Andrea Anania, take up IT systems migration projects and how the hasty and poor CRM systems implementation affected the organization's business operations and customer service. The case then focuses on the steps taken by Cigna to solve the problems and the steps taken by the company to achieve effective migration to new systems.

Issues:

Understand the rationale behind companies going for IT overhaul and CRM initiatives.

Study and analyze the problems faced during migration to a new system.

Examine the reasons for failure of such projects.

Analyze the role of Chief Information Officers in such implementations.

Critically examine the strategic impact of IT and CRM failures.

Contents:

  Page No.
Introduction 1
Background Note 2
Implementing CRM Systems 3
Migration - Problems Galore 12
Launch of Mycigna.com and the Turnaround 13
Looking Ahead 14
Exhibits 14

Keywords:

Cigna Corporation, Cigna Healthcare, Customer Relationship Management, CRM Software Implementation, Accelerated Solution Environment Tools, Systems Migration, MyCigna.com, Claims Processing System, Customer Service, IT Overhaul Project, Cignature Suite, Cigna Corporation and Cigna Healthcare

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