Despite differences in preferences, customer interactions in pharma have been mostly untailored leading to a suboptimal customer experience. There are significant opportunities for orchestrated customer engagement across brands. Orchestrated customer engagements deliver a differentiated customer experience and generate commercial impact. The key objective is to be able to treat every customer differently to drive engagement, which should demonstrably improve sales.
Things to keep in mind while pursing orchestrated customer engagement:
1. Treat every customer differently to drive engagement and brand recall
2. Arrange the interactions or touchpoints in the sequence and intensity that optimizes customer experience.This creates a consistent brand engagement
3. Be prepared to change every few moves as the customer reacts. Contextual response drives share of mind
4. The human channel (sales force) needs convincing; just a directive will not work. This will enhance adoption and rep experience
In this new world, platforms are able to provide marketing next actions in real time leveraging AI and machine learning capabilties which will enable seamless orchestration. Technology is a strong enabler in driving orchestration and improving customer experience.
Things to keep in mind while pursing orchestrated customer engagement:
1. Treat every customer differently to drive engagement and brand recall
2. Arrange the interactions or touchpoints in the sequence and intensity that optimizes customer experience.This creates a consistent brand engagement
3. Be prepared to change every few moves as the customer reacts. Contextual response drives share of mind
4. The human channel (sales force) needs convincing; just a directive will not work. This will enhance adoption and rep experience
In this new world, platforms are able to provide marketing next actions in real time leveraging AI and machine learning capabilties which will enable seamless orchestration. Technology is a strong enabler in driving orchestration and improving customer experience.
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