Expertise across eight dimensions

Your customers require specific approaches. And so do you. We have tailored CXM approaches for life sciences to accommodate your needs so you achieve success within scope, time and budget. Once we understand you, we will jointly find the right balance to help you. After all, your success will become our success. In each project approach we always consider eight dimensions. These dimensions are the background for offering our services.

We lead or support, exactly in line with your expectations. After all, this is about CXM. This is about you.

And your patients.

First, we learn more about you

Who are you, what is your role in life sciences, and what are your CXM needs

Mission, values & branding

Our approach depends on who you are. Of course, this is our starting point. What is your role in the life science eco system? Your own mission, vision and values must be aligned with your CXM vision, and be reflected in all actions towards your customers. Your branding needs to be reflected in all future CXM actions. These drive your priorities, your focus, your responses. We need to make sure the customer experiences you are creating, are in line with all expectations.

Therapeutic areas

Establishing customer relationships when developing and assessing new products is to be adapted per therapeutic area. Investigators, advisors, participant and patient engagement activities in e.g. oncology or neurology, are very different compared to e.g. chronic life time diseases, time specific vaccinations or individual cell based therapies. Different areas, and franchises, have different participants with different needs, engagements approaches. The success of research, clinical studies, product launches, global approaches, all depend on your target therapeutic areas.

Market regulations

Regulations and life science actors go hand in hand and must be reflected in all CXM activities. From basic GxP and marketing regulations to detailed product and therapeutic regulations, applicable to very specific customer segments or business processes. In a global world, the different and non-harmonised regulations that are applicable to your business in different continents call for different solutions ensuring compliance. Balancing well the many opportunities of CXM in line with these regulatory limitations for your products, is critical.

Business maturity

Every company has a different level of business maturity. CXM needs to be adopted in line with your company's growth path. When your company is a biotech start up in full product development, your customers and your requirements are so different compared to large scale pharmaceutical leaders, hospitals or a growing pharmacy chain. When the nature of your customers starts to change depending on your business maturity, your CXM strategy should evolve as well.

Next, we discuss your current state

How well is CXM embedded in your organisation today?


Who are your key customers? Which are your leading and growing segments? CXM considers all end-to-end stakeholders including e.g. medical practitioners, advisory boards, advocacy groups, clinical trail investigators, hospital leaders, physicians, nurses, payers, patients, and internal teams. They need specific approaches, fundamentally different compared to managing the expectations of a distributor for one of your commercial products. Getting the right customer segments and adopting your strategy to them, is the basis of CXM. Your customer centric vision is to be adopted across the organisation and its leaders.

Development state

From pre-clinical to commercialisation, each state has different customer journeys with their own priorities and needs. Virtual advisory boards, patient recruitment, technology transfer facilitation, supply chain efficiency, commercial relationship building, capturing patient perspectives on new delivery forms, understand patient training needs. Examples of touch points that depend on the state of your products. Patients in a clinical trial are different from those who use the final approved products. Who are these customers and which expectations do they have at each development state?

Technology state

The complexity of the previous dimensions, result in a wide scale of leading digital solutions that are targeted to specific needs; the more focussed technology for specific cases, the higher the benefits of using the technology. In terms of new innovations, the spectrum of options is growing on a daily basis. Technologies are to be integrated with different data sets along the eco system. Where do you stand today and which areas of business represent the challenges. Some basic examples of technologies to engage customers include social media tools, marketing automation, CPQ, content management, profiling, cross-channel management, recovery management.

CXM adoption level

Some companies are well advanced in CXM and deploying on global scale across the entire company. Others are still getting ready to start in very dedicated areas of the business. And others don't know yet what CXM means and how it can contribute to their business success. Sometimes the levels of adoption are widely different between entities, business divisions, countries, departments. For sure, your CXM approach and improvement initiative should take into account current levels of maturity. We help you to assess it so we ensure the value of our engagement is in line with the current adoption level. 

Then, we elaborate on how we can help you with CXM

​We have grouped our services in strategic, execution, or support services. Each of them contain detailed CXM services to your needs.


Setting up for success in the right direction

Developing a deep conviction across the organisation to serve the true needs of your customers; becoming a customer-centric organisation requires an in-depth well planned strategic roadmap.

What is your CX strategy today? Where do you stand? Have you prioritised your most important journey challenges per customer segment? What are the industry best practices you can leverage from? Have you aligned all leaders on the CX metrics? Are your brand, company, innovation and CX strategy, well aligned? Which technologies to implement, and which vendors are leading? Have you implemented the right processes and procedures to streamline and optimise your CXM efforts at global level? Are you using the available latest technologies across all new domains? Did you integrate all systems or do you have silo’s of data? Given your current status, where do you start on improving customer experiences? What is your roadmap to success?

We offer 12 strategic services that are set up in line with our approach. Tailored for your specific therapeutic areas, product development phase, markets and boundaries of the business.


Delivering upon the promises to your customers

Executing upon your strategy and getting it done right. Improvement projects are to be delivered. Ideation and design thinking are important steps, but turning designs around via full implementations does require an intensive focus and discipline from start to finish.

Have you completed the right VOCs? Are journey maps for each of your personas fully proof? Is the organisation aligned? Are your customers' moments of truth taking into account the latest technology innovations? Are the right budgets and teams available to deliver on time? Have you implemented the right processes and procedures to streamline and optimise your new CXM efforts at global level? After all, your customers, no matter where they are, will feel how CXM focussed your execution is.

We offer 12 execution services to bring you exactly where you need to be for each of your improvement program.


Enabling your ongoing CXM business

A never ending relationship across all your channels requires efforts and nurturing. Customer listening does not stop after successful implementation, it just starts. Research, data analysis, feedback, KPI metrics follow up - they all require a lot of your resources. And these efforts are really beyond the frontline and current customer services. And critical to success.

Have you decided what processes to outsource versus keeping in-house? Are your team members all fully trained? Are you acting promptly upon your NPS and CES metrics? Are you using the latest technologies for CX data analysis? How are you closing out on the new customer feedback loops? Is your recovery process under control or still unstable? Where are you compared to your competitors? No CXM without governance.

We offer 12 services to keep your efforts reasonable. Closing the loop back to your management and your CX strategy.

Book your meeting to discuss our services in detail


We take the load off your shoulders

No matter where you are today, we help you through the process from defining your CX strategy to ensuring full adoption across the organisation. We make sure you achieve the objectives of every single CXM initiative. Over and over again. We get it done, successfully.

To make it easier for you, we are happy to guide through the process of identifying what you need. The descriptions on this page are a first introduction for you. A snapshot to get you started, to initiate the reflection process. Our membership area provides you a very convenient way to indicate and select what is relevant to you. Based on who you are, your specific needs, the best possible approach and service is jointly discussed and selected. 

You decide if we meet and talk.