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Situation
- One of Canada's fastest growing, research-based pharmaceutical companies headquartered in the U.S.
- Distribution network of drug wholesalers, hospitals and retail pharmacists
- Management history of failing to act on insights from customer feedback research
- A soon-to-expire patent on company's blockbuster drug
- Weak customer relationships in the face of pending competition
Objectives
- Build and protect customer relationships in order to fend off competition on the horizon
- Profile customers most likely to impact the mid-term revenue goals of the organization
- Instead of conducting traditional "how much do you love us" surveys, study the problems that customers are experiencing and assess the organization's ability to resolve them
What We Did
- Conducted a Revenue@Risk Baseline Study to identify key sources of customer dissatisfaction as well as the effectiveness of the organization's contact handling capability
- Assessed customer service to identify the root causes of ineffective contact handling
- Developed action plans with the senior executive team to prioritize and address the most expensive and high-risk issues
Conclusions and Actions
- Found that only 10% of customers with problems contacted the organization to complain
- Discovered that customer service was inconsistent, decentralized and costly
- Helped centralize the customer service function through the creation of a contact center
- Assisted in the development and roll-out of the contact center
Business Impact
- Increased overall customer satisfaction by 20% within 6 months
- Increased satisfaction with the contact experience by 40-50%
- Decreased the average cost per customer contact by 30% while maintaining quality
- Within two years, doubled customer willingness to contact the company with a complaint
- Doubled physician contacts in 6 months, which increased market exposure and market penetration
- Organization has become one of the top ten fastest growing pharmaceutical companies in Canada
- Customer service function is now benchmarked for best practices by other organizations
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