Roche is a multinational healthcare company and the world’s largest biotech company. It is a leader in research-focused healthcare in pharmaceuticals and diagnostics providing medicines in oncology, immunology, infectious diseases, ophthalmology and neuroscience.
Roche was looking to move away from a purely market-research strategy and become a customer-centric organization to build customer advocacy and loyalty.
As a company that purely focused on costly market research, Roche based much of their marketing and growth strategies on industry trends and third-party findings. This was helpful to a certain extent, but without any direct feedback from their customers, they knew they were missing out on opportunities to provide customised customer experiences and streamlined interactions.
If they wanted to transform into a customer-centric organization, they would need a solution to streamline the process of capturing critical feedback from their network of doctors and pharmaceutical buyers.
To successfully transition into a customer-centric organization, Roche sought a Voice of Customer (VoC) that could turn customer data into actionable insights to improve their customer experiences and commercial interactions. That is why Roche partnered with SANDSIV to launch our enterprise VoC solution and analysis tool, sandsiv+.
sandiv+ is a fully automated customer experience management (CXM) platform that unifies all sources of structured and unstructured customer data into a single repository.
With the power of big data and customer intelligence, Roche could now unlock valuable business insights into the needs of their doctor and pharmaceutical customers, including:
- Real time metrics to see the strength and emotional connection of a customer relationship with the brand
- Key Performance Indicators (KPIs), which were plotted along the customer journey so Roche could dive deep into “moments of truth” and decide how to enrich customer touchpoints across channels
- We also configured the VoC collection and analysis according to the strict compliance and regulatory boundaries
Integration & training
SANDSIV helped Roche launch their very first corporate VoC campaign where they sent more than 6,000 surveys to their network of doctors, resulting in a 25% response rate.