Customer-Centric Measurement of Pharmaceutical Sales Representative Performance
Pharmaceutical sales representatives may risk becoming so product-focused that they fail to understand or respond to the ever-changing service needs of their customers. Whether it is direct-to-physician encounters or sales to institutional and managed markets, the "pharma rep" is at risk of being seen as adding limited value to critically important stakeholders. Listening to the Voice of the Customer is essential for addressing this predicament. This article outlines practical guidelines for establishing programs to measure sales representative effectiveness in satisfying customer needs.Download Article
Whether the customer is a physician, office manager, payer, or an institution, it is important to know what matters to them. Understanding the needs of thesestakeholders is essential in building interactions around them, rather than products. Voice of Customer (VOC) programs are used across industry sectors, and are especially relevant as pharmaceutical companies strive to become more customer-centric organizations. These programs may improve customer retention, optimize sales rep performance, and help drive corporate strategies that are responsive to customer needs.
In this article, J.D. Power and Associates provides practical recommendations that pharmaceutical sales leadership (and others throughout the organization) may use to establish programs for measuring VOC. These recommendations are based on the company's 40-plus years of experience helping companies achieve greater profitability and shareholder value by measuring, analyzing, and using customer insights to improve organizational performance. The recommendations have proven successful across numerous industries, including healthcare, automotive, financial services, and energy.
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