When a restaurant surprises you by serving an exceptional dish it is likely you walk out as a happy customer. Especially when the service, presentation, location, or many other aspects of the total dining experience are in place too. When you have an excellent customer experience (CX), you know it and you want to have it again.
To be able to provide such an ‘on-stage’ experience, chefs have a pre-eminent place. They must perfect their cooking techniques, know where to source the ingredients from, and gather insights into different flavours. Equally, they won’t be able to exceed the expectations of their patrons if they don’t have access to the right utensils and appliances, or if the way they work together with supporting staff – perhaps even the ‘vibe’ in the kitchen – breaks down. The fruits of this ‘behind-the-scenes’ setting in the kitchen are directly responsible for the most important part of any restaurant experience – the food that reaches a customer’s table.
Looking beyond the realm of fine dining – whether at a Michelin-starred restaurant or a roadside snack shop, this restaurant analogy is one I’ve repeatedly called to mind during more than a decade of advisory and research into pharma’s behind-the-scenes people, process and tech capabilities, and the consequent on-stage experiences the industry delivers to HCPs and patients.
Most recently our research has focused on the industry’s on-stage interactions with healthcare professionals (HCPs), with the latest report on the state of customer experience in the global pharmaceutical industry involving 6,100 HCPs across 13 countries and eight therapy areas. The 2024 data in the report shines a light on the types of experiences pharma companies are serving up, and whether they delight or disappoint HCPs.
The data was collected between January and February this year for a survey in which respondents ranked two of the most recent interactions that they recall with a pharma company.
These were then assessed through the lens of our Customer Experience Quotient (CXQ), a pharma-specific metric that we’ve applied to HCP and patient research since 2017.
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