Improving Customer Care with Relevant Data Insights
Pharmaceutical Case Study
Company Overview:
This leading pharmaceutical company is widely recognized for its specialty pharmaceutical and medical devices. Marketing trusted brand names in a global footprint that includes operations in over 100 countries, the firm is experiencing impressive year-over-year sales growth of 30%.
Purpose:
Improve the customer care experience (including doctor interactions) in an environment where increased competition is expected due to expiring patent protection for the company's most strategically important product.
Business Objectives:
- Diminish the impact of competitive threats by adopting proactive customer (doctor) interaction strategies.
- Evaluate and redesign ineffective call recording and Q/A system.
- Develop a means for extracting actionable insights from all interactions with customers.
- Drive consistent measurement of CSR capabilities and performance.
- Create a closed loop from physician acquisition to corporate decision making.
- Establish procedures for measuring the impact of customer interactions on operating costs and organization performance.
- Upgrade call center competencies in every facet of the operation.
The Solution:
- Deployed the Behavioral Analytics™ Service to 200 CSRs in four contact centers.
- Adopted the Business Monitoring Service to drive business benefits and a continuous improvement process.
The Process:
- Installed, integrated and tested the Behavioral Analytics™ Service.
- Established base line metrics, goals and objectives.
- Deployed the Business Monitoring Service to ensure all relevant business data is transformed into actionable strategies.
- Used the Behavioral Analytics™ Service to drive a continuous improvement process.
- Modified processes to leverage the Behavioral Analytics™ Service as the core technology supporting internal quality initiatives.
- Created new processes for customer outreach to improve customer retention and loyalty.
- Established baselines for performance and goals for continuous improvements in organization effectiveness.
Initial Findings:
- Company leadership has near real-time visibility of root causes of customer dissatisfaction and diagnosis of issues requiring process improvement.
- Customer outreach is significantly improving the customer service experience.
- Improved analytics capabilities for all call centers.
- Improved accuracy of customer orders.
- Analytical insight to effectively enable agent coaching/training.