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The Evolution of CX in Pharma: Understanding Your Customers


Creating the best customer experience (CX) is key to growing your consumer base, driving revenue and creating a foundation of success for your company. Many companies, such as Amazon and Starbucks, understand this.  With the right strategy, corporate pharma too can deliver the greatest CX possible.

For instance, educating the consumer prior to providing service is one of the big aspects of positive CX. Creating a welcoming environment for customers is another. Now the big question is how to integrate these concepts into an existing CX strategy.

Creating the Big Plan

The “Improve Customer Experience in Healthcare” report published by CreateHealth has found that 90 percent of companies understand the importance of CX. However, only 20 percent have an outlined strategy in place. Despite the acknowledgement of its significance, it appears that some companies are still failing to execute on some critical objectives.

Creating a CX plan does not have to be complicated, but it needs to be one that everyone at the company can understand. In order for any strategy to succeed, every employee must be willing to maintain CX standards and be mindful of the strategy as a whole.

The first step toward creating a CX plan that works is to describe the ideal customer experience, according to Forrester Research. This means asking what you want your customers to see and feel as soon as they start doing business with your company. Your description of the perfect customer experience will give you a series of goals to strive toward. Once you’ve laid out some key features you want to see in your company’s CX, you can share the message with your employees.

What Makes a Positive Customer Experience?

About 80 percent of CEOs believe that their companies provide optimal customer service, but only 8 percent of their customers agree. There is a large disconnect between the truth and what companies perceive, meaning CEOs (and their employees, for that matter) are still failing to provide positive CX.That being said, turning this problem around is not impossible. Do you understand what goes into making a happy customer?  Here are some of the key factors that go into a positive customer experience.
  • Understanding pain points. Do you know the issues that your prospects face on a regular basis? Understanding their pains can give you a better idea of how your products and services can  help your target audience. In turn, you’ll be in a better position to serve their needs and turn them into loyal customers.
  • Consistency and compliance. In addition to knowing the ins and outs of your CX strategy, you need to make sure that your employees are on the same page. This may mean taking the  extra time to train your colleagues once you’ve outlined the key points of your CX plan.
  • Uniqueness through personalisation. No healthcare professional, patient, carer or consumer wants to feel misunderstood, and it’s up to the pharma company to ensure that this doesn’t  happen. Plus, you can excel in CX by striving to provide a unique, personalised customer experience to your clients. Individuals remember small efforts you put into making them comfortable  and satisfied with your services. 

Getting into Your Customers’ Minds

The easiest way to make sure that you’re on the right path in terms of CX is to ask your customers. In many cases, pharma companies underestimate the power of opinion – the voices of consumers can be the biggest assets you have. Not only will you get a better idea of their needs, but it will enable you to focus on areas where you can improve as a company.

These days, there are several tools you can use to capture customer information for additional insight. Online surveys, for instance, can encourage consumers to provide feedback on everything from their personal experiences to your products. This data can help you cater your CX plans to the ever-changing needs of your target audience.

Examining marketing analytics can give you guidance as well. Information on clicks-per-page and downloads can give you insight into what your customers desire. You’ll be able to spot trends in what attracts consumers (and what doesn’t) when you examine this data.

CX Best Practices

There is plenty that the pharma industry can learn from other sectors when it comes to CX. Some areas, such as retail, have to maintain CX just to stay in business. That being said, there are a couple of best practices that you can keep in mind moving forward.

First, avoid a dismissive attitude at all costs, especially when it comes to negative feedback. Take the negative commentary in stride, and use it to make your CX strategy even better. It’s best to accept all of the feedback you receive, even if it’s not positive, according to Entrepreneur magazine. You can use this information to improve your services and customer satisfaction.

Next, be mindful of first impressions. You and your employees should always be prepared to apply positivity in front of your customers, according to Intuit. Doing so can let them know that you’re happy to be doing business with them. While this may not seem like it has a big impact, it’s these small adjustments that can translate into a more memorable customer experience. 

Finally, understand that it may take some time for you to revamp your CX strategy and roll it out across your company. While there is an abundance of technology you can use to your advantage, nothing can guarantee an instant change of opinion from your consumers. Your key objective should be to cater to the needs of your customers, and more importantly, identify what they need at any given point in time.

It can be hard to come to terms with customer dissatisfaction, but acknowledging any issue is the first step toward enhancing your CX plan. From here, you can identify techniques that will revolutionise the way you treat prospects and turn them into loyal customers.

Customers now are loyal to experiences, not to companies, and the experience is becoming part of the brand. Create the right CX and your customers will love it.

Interested? Check out our presentation to analyse your CX strategy and contact us to see if we can guide you to become a CX Master.If you are having trouble viewing this Prezi, please download our infographic here.

26th January 2016

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