Customer Centricity: Making A Way For Change

Customer centricity has been openly discussed in the sales and marketing industries for a significant period of time. What does it actually mean to create an approach that is customer-centric? What will it take from your business to design an approach that is customer-centric? Digital marketing and advances in technology have bumped customer-centricity to a new level. Marketers are now given multiple types of data, some of the data will be generated by users and some of the data will be market generated. The market generated data can be used to customize to fit your efforts.

Valuable Information

Technology was once identified as one of the industry areas that could use major improvements. Having the ability to collect data and access integrated data across multiple functions is an important asset for any business or organization that wants to create a customer-centric strategy or initiative. Today, the relationships that are created with customers and consumers are influenced greatly by technology. Can you imagine how many people have been influenced by technology? In the life sciences industry, companies would love to have all the customer information they need right at their fingertips. However, if the company is unable to use the information to improve the customer experience, the information will not have as much value. The information you obtain should be used to better serve your customers from the first point of contact to the last point of contact.

Paving The Way For Change

The internet has provided an underlying driver by providing on-demand information to more than one customer. Patients have become more observant and informed when it comes to talking to their prescribers about information on new treatments and procedures. Technology has paved the way for effectively reporting adverse reactions or events. All of this information will be available for health care providers, patients, etc.

Organizations that want to take a more customer-centric approach can do so by leveraging all the advancements in technology to support collaboration across the entire organization and with customers. The progression of customer centricity can continue to accelerate as life sciences organizations understand how impactful this approach can be.

To learn more about creating customer-centric outreach, join us for the 3rd Digital Pharma Multichannel Marketing Boot Camp East, taking place December 4-5 at Sonesta Philadelphia Rittenhouse Square in Philadelphia, PA.

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