CX: Pharma’s search for excellence
The term customer experience (CX) might be relatively new in pharma but the reality is as old as the industry itself. Every time a company interacts with a customer, it is delivering some sort of customer experience.
In our increasingly multi-stakeholder and multichannel world, pharma companies must get comfortable with the idea that CX is not a linear, easy-to-manage entity. Instead, CX is going to involve listening to a cacophony of voices, each with different stakes in the game. Above all, to achieve improved CX, organizations must be grounded in the customer’s journey.
In this paper, we explore numerous issues through interviews with senior industry executives and consultants, asking what pharma needs to do to deliver a positive experience for its customers.