it's not an option: customer centricity is the future
TRANSCRIPT
ItIt’’s Not an Options Not an OptionCustomer Centricity is the FutureCustomer Centricity is the Future
Brian Jahns, Business Unit Director, Hematology, Roche Canada
Our Old Practices Just Don’t Cut It Anymore
• Pharma traditionally Brand focused
• Business model founded on reach & frequency
• Increasingly difficult to differentiate
• External pressures of:
– Access
– Increased competition
– Budget constraints
– Regulatory pressures
Focus on the Customer Satisfaction & Loyalty Provides a Competitive Advantage
Customer Value StrategyCustomer Value Strategy
Influence & AccessInfluence & Access
Customer LoyaltyCustomer Loyalty
Sustained Competitive AdvantageSustained Competitive Advantage
ProfitabilityProfitability
A Customer-Centric Pharma Organization Focuses on the Win-Win
• Deliver more than just drug products
• Unique, relevant & holistic solutions to unmet customer needs
• Create beneficial, sustainable relationships
• Become a member of the health delivery team
It Starts and Ends With the Customer
1) Know the Customer
• Interested in what customers think, believe and need
• Translate these insights into business decisions about service
2) Reach Customers
• Via their communication preferences
3) Deliver Customer Experience
• See through the eyes of the customer
• Act decisively
• Speak with one voice
Deliver the WOW Experience
• Customer feels great about their experience
• Their needs were uncovered & met or exceeded
• Proactively talk about the experience in a positive way
• Proactively refer someone
Move Customers Along the Continuum & Drive Loyalty
1%
2%
21%
76%
97% of executives agreed that customer experience is either very important or critical to their success.
Critical
Veryimportant
Somewhatimportant
Not veryimportant
The Bar Will Continue to Rise
Source: Forrester's Q4 2008 Customer Experience Peer Research Panel Survey
Why are they focusing on the Customer?
Source: Forrester's Q4 2008 Customer Experience Peer Research Panel Survey
2%
0%
4%
13%
72%
8%
Stay slightly behind themainstream in our industry
Stay in the mainstream in ourindustry
Keep from falling too far behindleaders in our industry
Maintain parity with other leadersin our industry
Differentiate ourselves fromcompetitors in our industry
Differentiate ourselves from allfirms across any industry
Select Metrics, and Live By Them
• Customer Satisfaction
– Voice of the Customer
– Completely/very satisfied
• Likelihood to recommend
• Preference to deal with
• Index integrating many of above
Select one or two that everyone buys into,
Integrate into day-to-day operations via a dashboard
Why do Voice of Customer Programs Fail?
1) Companies do not invest long-term.
2) Action plans are de-prioritized.
3) Rewards & Recognition programs not aligned.
4) Individual customers are lost in the aggregate.
5) Employees are not empowered to act.
Developing the Customer Strategy by Triangulation
Voice of the Voice of the Customer – Customer – Satisfaction Satisfaction
SurveysSurveys
Voice of the Voice of the EmployeeEmployee
Other/All Other/All Customer Customer
InteractionsInteractions
Develop Action Develop Action PlansPlans
Re-measureRe-measure
ImplementationImplementation
* Including Social Media
Link the Customer into the Companies Capabilities
• Recruitment
• Training & development
• Performance management, reward & recognition
• Integration into CRM system
• Enhance strategic planning
• Enhance individual customer planning
• Development & delivery of customer programs
Closing Thoughts
1) Look at your business through the eyes of the customer.
2) The road to success is to enable your customers to succeed.
3) You have to follow the customer. Do not expect the customer to follow you.
Becoming a customer-centric organization is a Becoming a customer-centric organization is a journey.journey.
• Active in 150 countries on all continents, around 81,500 employees
• Clear focus on research-driven healthcare
• Unique innovation model
• One of the best pipelines in the industry – pharmaceuticals & diagnostics
• Pharmaceuticals: no. 3 worldwide*; leading supplier of medicines for cancer and a
market leader in virology
• Leader in in vitro diagnostics (#1)
• World’s biggest biotech company*
* Source: Wood Mackenzie
Roche – global presence A leading healthcare company
Roche CanadaOur local presence
• Founded in 1931
• 885 employees across Canada
– 505 in Pharmaceuticals
– 380 in Diagnostics
• Pharmaceuticals Head Office – Mississauga, Ontario
– #1 Hospital sales company*
– 10th in total pharma sales*
• Diagnostics Head Office – Laval, Quebec
*IMS Health Canada, MAT Reports
Diagnostics
Pharmaceuticals
We Innovate Healthcare