So, you’re probably bored of hearing the term ‘customer centricity’, but trust us when we say that now is the time to take it more seriously than ever before.
Why Customer Centricity Matters in Pharma & Healthcare
Whatever industry you are in, the companies and brands that are putting the customer at the center of everything they do are more successful. Deloitte and Touch report that customer centric companies are 60% more profitable than those that are not, as well as a recent CEI survey reporting that 86% of customers are willing to pay more for a better customer experience.
Advances in technology and easier access to information means customers have more options than ever before to choose from. This makes it crucial for Pharma companies to be readily available when customers need them. To excel, they must deliver value beyond traditional advertising and company representatives alone.
Approaching Customer Centricity in the Right Way
At the heart of customer centricity lies the shift in perspective; starting with the customer and then identifying how the brand can add value to them, rather than the other way around. This approach entails gaining deep insights into customers’ needs, challenges, and aspirations within the context of the therapy area and specifically for their patients. By doing so, Pharma companies can identify areas where their brand can truly make a difference.
The shift in mindset often requires changes to processes, policies, and systems, aligning them with the customer rather than the brand. To provide a seamless customer experience, it is vital to understand the specific needs of customers at each stage of their journey. This enables the design of relevant processes and policies that prioritize customer interactions and drive loyalty, aligning with brand objectives.
The Importance of Personalization
Building a customer centric culture that permeates across functions within the business is essential. A personalized customer experience is a critical driver of loyalty, as it demonstrates the brands’ commitment to putting the customer first.
Our courses explore key tools, such as the HCP Journey and the Customer Journey, to develop a robust understanding of customers. Additionally, we delve into the significance of segmentation and creating customer personas based on attitudes and preferences. Armed with these insights, brands can deliver personalized experiences that add value to customers and achieve brand goals.
Transforming into a truly customer centric organization requires a long-term approach that involves all functions within a Pharma company. The journey might be challenging, but the rewards are well worth it. Embracing customer centricity will set your brand apart from competitors and drive positive business results.
Our latest courses in Customer Centricity for Pharma & Healthcare will help you to learn how to elevate your brand, gain deeper insights, and adopt practical tools and approaches to achieve customer centricity. Join us in this transformative journey to unlock the true potential of your brand!