There is a lot of conversation about customer centricity. And, based upon what I have read, seen and presented at conferences and discussions with business leaders across the industry, just about everyone is aligned with the idea of becoming more customer focused.
The discussion usually centers around two general themes:
- Digital will drive personalization / customization, and therefore, deliver on the promise of customer centricity. The fact that digital promotion tactics can be customized / personalized provides great motivation to leverage these tactics and declare 'victory' on achieving customer centricity. However, even if digital tactics were personalized / customized based upon the profile of each customer, they are still only digital tactics. That is, even if the website, for example delivered a personalized / customized experience, the rest of the promotion mix isn't connected and likely isn't delivering a personalized / customized experience.
Bottom line: digital is only part of the story and by itself, isn't enough to deliver on the promise of customer centricity.
- Develop a Customer centric vision. Recognize the limitation of the 'digital is customer centricity' school of thought, for others have outlined approaches to becoming customer centric on a grander scale. These visions focus on integrating both marketing and sales for HCPs, linking HCP promotion to other customer types (e.g. pharmacists, consumers, patients, etc.). While these visions are notable for attempting to provide a holistic vision for customer centricity, they provide no detail on how to tactically implement customer centricity within a life sciences company. The reason for this, I'm convinced, is because most don't know how to go from vision to tactical implementation. Remember, the implementation of a customer centric approach within a life sciences company hasn't been done before. No wonder people within the industry are struggling with this.
During the Digital Pharma West conference at the end of June, I presented a vision and a tactical plan to implement customer centricity. What makes our approach different? Our vision and tactical plan has been successfully leveraged across 6 other industries and it is this practical experience that provides us with the confidence that our approach will be successful within the life sciences industry. In fact, we are working with our Life Sciences clients today to build out customer centric capabilities. This requires redesigning capabilities and skill sets across 5 areas:
- Customer Strategy – developing a customer promotion plan at the customer level across all products and tactics
- Customer Experience – developing the tactical implementation plan that actively manages the customer experience as they go through the campaign
- Financial Management – focuses on how to measure a customer centric promotion plan
- Technology – building the technology infrastructure needed to support customer centric promotion plans, which includes capturing and linking data from across the organization, customization and personalization delivery capabilities, etc.
- Organization – identifies the organization structure needed to support customer centricity as well as the processes that need to change to enable customer centricity
Click here to read more about how to tactically implement customer centricity, and view specific case studies.