Cummings leads a new way of looking at health care, customer needs

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A WHOLE NEW BLUE: Melissa Cummings, senior vice president and chief customer officer, Blue Cross & Blue Shield of Rhode Island, has spearheaded the creation of the insurer’s retail locations. Paul Ryan, director of retail strategy and operations, consumer engagement, speaks to Cummings at the East Providence store. / PBN PHOTO/MICHAEL SALERNO
A WHOLE NEW BLUE: Melissa Cummings, senior vice president and chief customer officer, Blue Cross & Blue Shield of Rhode Island, has spearheaded the creation of the insurer’s retail locations. Paul Ryan, director of retail strategy and operations, consumer engagement, speaks to Cummings at the East Providence store. / PBN PHOTO/MICHAEL SALERNO

Three years ago, Melissa Cummings traded her role at insurance giant Aetna to lead customer service at Blue Cross & Blue Shield of Rhode Island. It was a chance to come home to the state where she grew up. Cummings, a for-profit insurance industry veteran, said it was her first “foray” into a nonprofit, and

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