Pharma and Medical devices

Business Case

Voice of the Customer at scale

A project for a Global pharmaceutical company among the top 40 largest pharma in the world.

Pharma and Medical devices


Our Client needed to listen to their customer base, building a direct relationship with Health Care Professionals, and strengthening the relationships between the over 30 local affiliates worldwide and the HeadQuarter CX Team.

What we delivered

We deployed Customer Feedback Management Programs in more than 30 countries, providing an end-to-end service and involving different teams: CRM Advisory, MarTech, Experience Design and Change Management & Digital Adoption.

We activated the Voice of the Customer on Qualtrics platform which we integrated with Enterprise systems as Salesforce Marketing Cloud. We enabled the platform to map Health Care Professionals interactions with the objective to detail customer journeys, improve the experience provided and close the loop with detractors. We defined a strategy for collecting feedback across multiple touchpoints and trained internal stakeholders to guarantee in-house activity management. In addition, we set up training and coaching sessions with the field force in order to ensure the best possible use of the platform and spread the feedback culture within the company.

As a result, the client achieved a complete overview of the customer base that is a fundamental insight to monitor performances and plan corrective and strategic actions. This project is the first up-and-running “Voice of the Customer Program” in the Italian pharma industry, and it’s scalable not only in multiple countries but also in terms of new cases, new channels or enlarging the current target.

A winning experience

  • Countries

  • Stakeholders involved

  • Responses gathered

  • Surveys built on the platform

  • Members of the fieldforce trained


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