In 2014, Anthem, Inc. had an epiphany. The health care insurance giant realized that its business was rapidly changing from B2B to B2C. “The trouble was that we were organized primarily as a B2B company,” says Natalie Schneider, vice president, consumer experience for Anthem. “At the time, for example, we didn’t even accept credit cards if you bought a product on the individual market. We weren’t entirely consumer friendly.”
In response to this....