We conducted a comprehensive assessment of a global bio-pharmaceutical company’s omnichannel customer experience capabilities, and then delivered a maturity assessment, strategic recommendations, and a roadmap for improvement.
Challenge
A global bio-pharmaceutical wanted to mature and better understand their omnichannel customer experience capabilities across their specialty brands and internal support teams. The knowledge, understanding, and readiness of the field team representatives with regard to omnichannel customer experience capabilities also needed to be evaluated.
Approach
Educated teams on omnichannel through collaborative sessions
Developed and led internal workshops to help key internal teams better understand omnichannel customer experience and the benefits of maturing omnichannel capabilities.
Conducted cross-functional 1:1 interviews and capabilities assessment
Led 35+ qualitative interviews to better understand the organization’s omnichannel customer experience capabilities and needs and provide recommendations on maturing omnichannel capabilities across eight criteria and five levels of maturity.
Led quantitative survey and 1:1 interviews with on-the-ground field teams
Performed a quantitative survey of over 500 field personnel and also held qualitative interviews with 50+ field personnel to better understand how to quickly mature on-the-ground field team personnel in omnichannel capabilities.
Value Delivered
- An Omnichannel Maturity Assessment measuring capabilities across eight criteria and five levels of maturity
- Strategic recommendations and a roadmap for maturing omnichannel capabilities across the eight criteria over 18 months
- ‘Quick-win’ recommendations for quickly maturing on-the-ground field team personnel in omnichannel customer experience capabilities
- Foundational to the next phases of work to develop the “digitally enabled rep of the future” vision, roadmap and change management plan
