Centerfirst, Carmel, IN, USA.
EMD Serono, Medical Information and Review, Rockland, MA, USA.
Pharmaceut Med. 2023 Mar;37(2):111-119. doi: 10.1007/s40290-023-00469-9. Epub 2023 Apr 5.
Customer experience (CX) is essential in any business. In the pharmaceutical industry, the Medical Information Contact Center is a customer-facing unit that provides evidence-based, scientifically balanced information to healthcare professionals and patients in response to unsolicited inquiries. The purpose of this paper is to provide analysis and guidance for designing and measuring interactions in the Medical Information Contact Center to facilitate the delivery of a superior and continuously improving CX. Surveys were conducted to establish current trends in CX among a diverse group of CX professionals and members of phactMI, a non-profit collaboration of Medical Information leaders from the pharmaceutical industry. The top three observations from the CX professionals survey centered on establishing a clear CX strategy, use of technology, and frequency of sharing results. Three potential areas for improvement focus on CX strategy, measurements of CX, and sharing of results. An analysis of quality monitoring results of customer interactions in the pharmaceutical industry from Centerfirst, a contact center quality monitoring service provider, was also reviewed. This analysis found a positive correlation between CX and three agent skills: taking the lead, empathy, and strong compliance skills. Based on these results, a CX guide was developed and specifically tailored for the pharmaceutical industry. This tool may be used to help identify, assess, and possibly improve CX.
客户体验（CX）在任何企业中都至关重要。在制药行业，医学信息联络中心是一个面向客户的部门，负责根据非定向查询向医疗保健专业人员和患者提供基于证据、科学平衡的信息。本文旨在为医学信息联络中心的设计和交互测量提供分析和指导，以促进提供卓越且不断改进的 CX。进行了调查，以确定在 CX 专业人员和 phactMI（一个由制药行业医学信息领导者组成的非营利合作组织）成员中具有不同背景的 CX 专业人员当前的 CX 趋势。来自 CX 专业人员调查的三个主要观察结果集中在制定明确的 CX 策略、使用技术和分享结果的频率上。三个潜在的改进领域集中在 CX 策略、CX 测量和结果分享上。还审查了 Centerfirst（一家联络中心质量监控服务提供商）对制药行业客户交互的质量监控结果的分析。该分析发现 CX 与三个代理技能之间存在正相关关系：领导力、同理心和强大的合规技能。基于这些结果，开发了一个 CX 指南，并专门为制药行业量身定制。该工具可用于帮助识别、评估和可能改进 CX。
