PRODUCT TO CUSTOMER EXPERIENCE
HOW CUSTOMER EXPERIENCE MANAGEMENT CAN BOOST THE REVENUE AND ENHANCE STICKINESS WITH THE CUSTOMER.
Traditionally Pharma launches have been all about the New drug or Medical device in question: the clinical efficacy, the safety, its superiority to alternatives, and its ease of use. In the build up to launch, the product is front and center and the goal is to address patients, medical needs and prescribers professional needs. Any issues with customer satisfaction, and loyalty are identified and tackled after the event.
Focussing too narrowly on clinical value, often leads Companies to neglect a powerful driver of launch success, the Customer Experience. By addressing Pain points along patient and prescriber's journey, Companies can increase Customer Satisfaction, improve adherence and boost Revenues. When One company launched an app that acts as a digital companion for patients for instance, it saw increase in revenues for its new Rheumatoid Arthritis therapy by 8 %.
Across Industries, best-in-class Companies are increasingly Organizing their business around what customers wants. That's seen not only as the value delivered by the product or service itself but as the entire experience of learning about it, choosing it, buying it and using it in day-to-day life. What's usually described as the Customer Journey.
A new discipline, Customer experience design has grown up around the realization that creating easy, distinctive and rewarding Customer Experiences can unlock enormous value by boosting loyalty, reducing leakage and churns and making Companies stand out from the Herd. Indeed designing best-in-class customer experiences has the power to transform entire Industry.
STEVE JOBS QUOTE - LATE CEO OF APPLE " YOU HAVE GOT TO START WITH THE CUSTOMER EXPERIENCE AND WORK BACK TOWARD THE TECHNOLOGY, NOT THE OTHER WAY AROUND".
THOUGHT TO PONDER - CAN WE USE OUR CUSTOMER EXPERIENCE MANAGEMENT TO BOOST REVENUES AND ENHANCE STICKINESS OF THE CUSTOMER WITH OUR ORGANIZATION.
SOURCE MCKINSEY