KANTAR HEALTH BLOG

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DRIVING CUSTOMER CENTRICITY THROUGH INDIVIDUALITY

by Eric Matthews | Dec 3, 2017

Are you treating your customers like individuals?

You’ve heard this before – every customer is an individual. Everyone in pharma blindly accepts this statement as true. But peel away the surface and we have a hard time living this. First of all, who are our customers? Is it the healthcare provider? The patient? The payer? The nurse? The caregiver? Someone else? Second, what do we really know about our customers? What channels do they prefer? What messages resonate with them? How can you best approach each individual? What are their personal barriers?

Are you really asking these questions and treating your customers as individuals, or are you simply implementing a stiff global campaign with limited variety in messaging? While a one-size-fits-all approach allows you to be consistent in your messaging, it's often too rigid to take into account the specific situations of individual customers. The truth is, to be truly customer centric, we need to trust the people closest to the customer and provide them with the flexibility to deliver the right message, at the right time, to the right customer. We also need to be gathering feedback at each touchpoint to learn about the customer and ultimately to optimize that interaction.

This is easier said than done. It implies that at a global level, companies need to create a stable position for their brand that can be translated into multiple layers of messages and materials that can be delivered as appropriate for individual customers while still painting a coherent brand picture. This amplifies the workload multi-fold, as no longer is one detail aid sufficient – you need multiple detail aids to account for individual customer needs and situations.

This is certainly hard work, but when implemented successfully, it will allow for individually-tailored conversations with your customers. That means delivering the messages that will be most receptive to the person receiving them while still painting a cohesive brand story.

Because at the end of the day, isn’t that what we all want? – To be treated like the individuals we are. Now, if you’ll excuse me, I have to unsubscribe from 5 “personalized” newsletters that addressed me by the wrong name!

Please check out our latest Edge of Insight report on Touchpoint Optimization.

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