Optimizing Customer Experience

impact summary

Helped client evolve to a partner-centric culture that continually seeks to optimize its customers' experiences (CX)

Recommended marketing interventions that supported YOY performance improvements for many BUs

Luminas helps a global pharmaceutical distributor improve their customers' experience

SITUATION

A "Fortune" top 50 business-to-business company identified improving customer experience as a key enabler to an enterprise growth strategy.

APPROACH

Conducted a quantitative survey that assessed the drivers of and performance on transactional experience and relationship customer experience metrics.

The research leveraged a Bayes Nets approach to identify the importance of various touchpoints on loyalty/advocacy and to understand the relationship between touchpoints

RESULTS

• Built internal buy-in for a customer experience program and supported an organizational transformation to a customer centric culture

• Illustrated period-to-period performance dynamics and provided diagnostic information to explain rationale for dynamics

• Identified key focus areas to optimize impact of future marketing activities