5 Ways To Enhance Customer Experience
Providing a positive customer experience has become the focal point for life sciences companies. Whether they’re dealing with healthcare practitioners (HCPs) or the patients themselves, biotech industries are actively looking for how to enhance their customer’s experience.
This means that marketing teams are now facing new challenges when navigating the digital field, developing new skill sets and implementing innovative tools into their work streams as they go along.
It has been proven that a successful product launch, as well as the ensuing revenue, are directly linked to providing stellar customer experiences. And yes, the pharma and biotech industries are no exception.
A modern customer experience strategy and management (CXM) approach will greatly impact the business model and improve the customer’s journey. Closing the gap in CX through enhanced insights and customer interventions in each way your customer interacts with your company whether it is sales, marketing or service will bring benefits.
To do customer experience well, you need to develop new capabilities in-house. So, where to start when looking to enhance customer experience from the inside out?
And how does the post-COVID digital approach apply to pharma and life science businesses?
The first steps are to expand your marketing, develop a holistic engagement model, and gather a digital-savvy team with the right skills and mindset. Here are four essential aspects to keep in mind.
1. Customer Journey Data And In Person Interactions
CX data analytics is a very useful retention tool as it reveals what customers actually expect, and what recommendations might stimulate their engagement. Data can be collected from campaigns, channels, content, or from field sales, and can provide a clear profile of your customer.
A sales team is one of the oldest methods for businesses to gather valuable information about their customers, and many times, they can be as efficient as the modern data analytics tools. Not to mention personal interactions between one human and another can lead to powerful insights, and help you understand what your customers want even before they do. Excellent salespeople can bridge the gap between your target audience’s needs and the services or products that you offer, and can also increase the brand’s reputation by creating a long-lasting impact on the customer.
Getting back to modern approaches of data collection, switching to a data-driven marketing strategy may mean reducing the money spent on offline marketing activities like physical mail, printed or TV ads, billboards, and field sales.
Your customers should be reached through highly targeted messages, achieved through a more organized digital channel activity. Search engine marketing, account-based marketing, and email marketing strategies should be designed and implemented.
2. Have a Dynamic Approach
As a marketer looking to enhance customer experience, you don’t need to figure out all your solutions from the get-go.
Gathering and implementing feedback will take time. It’s important to test, learn and relaunch initiatives based on learnings. This approach aligns well with customer experience because you’re constantly getting new insights.
There are multiple ways to establish a user-friendly communication channel with your customer (albeit Sales, website data, maybe live chat support, a 24/7 hotline, or even a visible Contact Us button), to help you improve your platform.
3. Customer Experience Design Thinking
Applying the principles of design will help you enhance customer experience by establishing a more human-centered approach.
The key to offering an outstanding customer experience is creating a radical design — or redesign — for your journey. An agile digital delivery system is the perfect starting point.
Delivering customer-journey projects represents a challenge for all business companies, especially when looking to solve complex technological and IT issues. Conventional waterfall delivery models accumulate research and testing over a certain period. This is opposed to digital leaders relying increasingly on delivering customer-journey alterations based on agile methodologies.
Using cross-functional teams is one of the main advantages of such a strategy. These combine representation from the business, information technology, and other support features including back-end operations, to get the best new customer experience.
4. Exceed Customer’s Expectations
When designing the new strategy and processes that will help you enhance customer experience, always strive to exceed the status quo.
Customers, it turns out, prefer a combination of multiple channels, be it email, SMS, interactive web, social media. Pick the one that best suits your messaging and surprise your customers with a fresh, engaging narrative adapted to the medium.
5. Power To Your Business Users
By default, business users will be more directly involved with your customers. They are at the receiving end of the feedback and will offer valuable advice about how to improve business communications. By empowering them to implement the changes themselves, without IT involvement, the entire process will be sped up.
“Outside-in thinking” is a term meant to describe the set of measures designed to enhance customer experience by minimizing any accessibility effort on the customer’s end. This in turn translates to fewer complaints, a higher satisfaction rating, and more customer loyalty. Ultimately this leads to increased revenue, lower costs, repeated business, and increased shareholder value.
Final Thoughts
In an age of increasing AI presence and cognitive computing, users have not only grown accustomed to software reading human emotions and facial expressions, but are even expecting improvements.
With the help of big data, augmented reality is now within our reach, and — one aspect that sci-fi writers have predicted for decades — it is finally providing individually tailored services through social media and mobile.
To enhance and maintain a state-of-the-art customer experience, a company needs to embrace customer diversity, all the while coordinating a streamlined employee system from the inside.
If you have any questions on how to enhance customer experience or need additional information regarding digital marketing for life sciences, don’t hesitate to get in touch.
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