Omnichannel: Have we got it right?
Dec 19, 2023
Despite the potential of omnichannel, levels of customer satisfaction and brand loyalty in Pharma remain disappointingly low.
Senior leaders discussed challenges, solutions and needs that will simplify and synergize omnichannel strategies built to ensure commercial success:
• “Quality over quantity” approach: Align customer touchpoints across brands to equip your field force with insights on next-best-action
• Behavioral and attitudinal data: Generate customer insights that will improve the way we personalize and segment content to customer groups
• Adopt innovative tools: Invest and explore the potential of AI, NLP and social listening to build deeper customer profiles, listen to their needs and adapt your strategy to deliver
• See beyond clicks and impressions: Identify what long-term KPIs holistically capture the quality of outreach and engagement