Our previous article, Life science marketing: why CX matters most, talked about why a customer experience strategy is so powerful for pharma and biotech marketers. In this article, we show you how to implement one.
Recap: what is CX and why is it so important for life sciences?
Customer experience (CX) is how customers interact with your company at every touchpoint along their purchasing journey. With 70% of buying experiences based on how the customer feels they are treated (McKinsey), it’s no longer a ‘nice-to-have’. CX is a powerful loyalty builder and can help you increase website conversions, while attracting better strategic partners, investors, medical trialists and staff.
Sounds good, right? So, how do you put proper CX in place?
Step 1. Research:
Like any successful strategy, you need to know the problems before you can find the solution. And, the best way of understanding your customer’s experience of your company? Speak to them.
Through primary research you will hear first-hand which touchpoints they actually interact with, where the pain points are, and what they expect from you.
For example, your promotional communication may be working wonders, but your website could be letting you down. Or, maybe they can’t set up an account, so can’t easily repeat past orders, putting them through a laborious purchasing process every time. There could be a whole host of things that you will never find out, unless the customer tells you.
Now’s also the time for thorough competitor research. Get an impartial review on what’s working for your market leaders, how your own CX compares, and where the opportunities lie.
Step 2. Data Analysis:
You’ve got your customer insights; now dig deeper.
Use analytics to study their behaviour flows and create a journey map, illustrating every touch point along the way. Where are they joining and where are they going? Where are the high bounce rates, or where are they getting stuck? Where are you communicating with them, and what impact does it have?
You should cross-reference your journey map with insights from your primary research to get the full picture. It might even identify pain points that customers don’t consciously recognise, like slow loading speeds or weak related product offerings.
Don’t forget to also highlight what you’re doing well and build on the positives.
Step 3. Strategic Design:
Now you know what your customers think of you, why poor CX might be happening and where the opportunities lie, this is your chance to go above and beyond. Don’t just fix the pain points, use behavioural economics and aim for the stars.
For example, the life science market is incredibly competitive, with many me-too products creating notoriously large, complicated offerings. Consider implementing these choice architecture examples to influence buyer behaviour and improve CX:
It’s proven we are more likely to buy the product that’s set to default. Why? Psychology tells us it’s an expert’s recommendation; it’s part of the status quo (FOMO, anyone, everyone?); And it means we don’t have to bother thinking. Use their previous order history to set default products.
Help your customers easily separate the wheat from the chaff by filtering products by their own requirements, for example, brand, min - max price, experimental stage, customer rating, etc.
Break down the all the long-winded tasks of ordering into manageable pieces. Remember, this is about the whole CX, so consider the bigger picture. Are there legal-requirements for certain products, and if so, would breaking the approval process down into small steps make it easier? What about signing up for a customer account?
Why choose you over a competitor if all products are essentially the same? Consider the loyalty reward system clothes retailers or supermarkets use, earning a point for every £1 you spend, but think how this could be tailored for a B2B customer sat in a lab.
Here’s where basic AI can help again. Use their order history to automatically suggest relevant products, or products that are commonly bought together, to increase basket value.
So, those were the three basic stages of a successful CX strategy. Research. Analyse. Design. Speak to Lightbulb, the CX experts, today to help you put them in place.