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Building a Customer-Centric Culture

For the last several years, Big Village has been collaborating with a global pharmaceutical manufacturer as they aggressively implement a customer-centric strategy.

The goal was to establish a baseline level of customer maturity and to identify the underlying elements of influence. This insight would drive awareness, cross-functional involvement and actions that would positively impact the customer experience.

An in-depth audit of customer insight combined with an internal assessment of the organization’s CX beliefs, commitments and resources, was undertaken to determine the baseline level of customer maturity.

This audit helped the organization define, socialize and galvanize around its customer-centric strategy. It provided a clear understanding of the maturity journey, the current state and its desired future state.

Prescriptive details were also socialized to help every functional group, across all levels of the organization, understand the core elements that impact their ability to reach their desired maturity state over time. The insight was aligned with existing business initiatives to integrate the voice of the customer into as many business decisions and investments, as was reasonably possible.

The integration of customer maturity with broader business initiatives has helped to close gaps that initially existed across functional teams, seniority and tenure levels of the organization. These gaps could have undermined the culture and senior-level commitment to the customer-centric strategy, if not addressed.

The Outcome

The organization invested in significant tools to raise internal knowledge and understanding of customer needs. Customer feedback can now be leveraged by many different aspects of the business to inform the enhancement of customer processes and the creation of needed services. These actions are driving efficiencies that impact the bottom line.

Customers recognize the cultural shift this organization has undertaken which comes through customer marketing and communication, responses to inquiries and issues as well as the modernization of processes related to product availability, delivery and returns. In return, customers are reinforcing their loyalty through increased market share and expansion of their spend.