If you or your brand or company just runs to “Did I make a sale?” bottom line, that is too one-dimensional an approach in a time when marketing is like a game of playing poker with a blindfold on.
Let me start with their conclusion: customer service is the key. Before we just nod and say yes, let’s all understand that this is a heavily nuanced strategy. Customer service is an end-to-end commitment — it runs on a platform of Customer-Centricity, insight, content and analytics that all line up to a great (and competitively differentiating) Customer Experience. Customer service is at the heart of Customer Experience Marketing (CXM).
- Here’s my bottom line: 81% of customers just want their questions answered yet for companies they rank that as only valuable 10% as a valuable metric for customer engagement.
- For Biopharma, the lack of true customer service at the point of treatment initiation could help explain why nearly 25% of all Rx do not get filled or used. Why doesn’t Biopharma use AI Bots like AlMe from NextIT? Or Sgt Star, from the U.S. Army? Intercept the patient at the point of doubt, don’t just assume the doctor convinced them of anything besides going to the pharmacy.
Or if you are a hospital network being rated on Outcomes and satisfaction scores, which hit the bottom line of reimbursement and positive word-of-mouth, Customer Service begins at check-in and continues post-release.
To some this may all seem like the blinding glimpse of the obvious, but how many Biopharma companies or hospitals really embrace this strategy? CXM is an enterprise-wide strategy hospitals and Biopharma need to adopt with C-level sponsorship, instead of building bad electronic Health Records or one-off patient apps.
Why is this hot? First because it shows a disconnect between customer expectations and what companies value as important measures. To bridge the gap, in a Customer-centric organization, you tie the dollars-made metric to customer engagement and satisfaction. So you need to measure both. In today’s marketing complexity, the formula is straight-forward:
Customer Service = $$$
Thanks to eMarketer and CMO Council for the data!