Bob Caruso
Managing Director - Entertainment, Media and Communications
our mission e4
envision engage energize enable
Customer Value Generation
Client Situation:
As a global manufacturer of pharmaceutical products researching both medicines and vaccines, this market leader has an estimated seven per cent of the world's pharmaceutical market. Focusing on the growing market in vaccines is a priority for our client. The challenge is building a customer focused organization for this primarily business to business environment. We were engaged to assist the client in gaining a deep understanding of their customers and internal practices to optimize their ability to grow their strong current and future customer base.
Lesson Learned:
It is easy to underestimate how hard it is to transform a product-centric culture to a customer-centric culture.
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Endeavor Management Solution:
Our flexible, state-of-the-art approach to customer analysis was tailored to incorporate both contemporary research on buying influences and leading practices regarding "voice of the customer" activity and customer focused organization design principles. Our objectives included: assessing how well the client collects, uses and integrated the Voice of the Customer into their business, providing the client with a suggested strategy for improvement and determining appropriate organizational changes to meet the expectations of their customers.
We initiated our work with a thorough internal characterization of the client's existing approach to customer engagement providing an in-depth analysis of existing practices and structure. In parallel we worked in concert with our client to select a state-of-the-art voice of the customer survey tool to collect customer feedback quickly.
Using the findings of both the internal characterization and voice of the customer data, we gained an understanding of both customer requirements and expectations as well as the ability of the organization to execute on its brand promise. By analyzing the data from these areas, we helped develop specific responses to specific customer concerns. These responses were included in "treatment models" designed to maximize the value of customer relationships in specific target segments.
Additionally, we assisted in the development and execution of key organizational changes required to effectively implement the customer strategy.
Results and Benefits:
A series of critical next steps delineated though the project were implemented that included development of a Customer Experience group focused on customer research, process improvement and accountability for customer engagement. Early results of the project indicate climbing customer engagement and reduced defection to competitors.