Background
A pharmaceutical company on the brink of launching its first drug was looking to improve its digital customer experience. The client specifically wanted to operationalize its omnichannel capabilities by establishing agile processes to execute omnichannel engagement with test-and-learn teams and to define a robust operating model with an implementation plan to deliver omnichannel execution during the normal course of business.
Due to L.E.K. Consulting’s extensive experience in the pharmaceutical market and deep knowledge of the digital space, the client approached us to develop an omnichannel operating model roadmap.
Approach
Setting the vision required close collaboration with management through a series of agile working sessions to define priority customer personas, opportunities and pain points. With that set of defined customer personas, we identified key omnichannel tactics and required capabilities.
Through these agile working sessions, the team identified five main initiatives that could be implemented to address key capability gaps in the client’s current operating model.
- First, the client needed to upskill employees on agile ways of working by leveraging an Agile Coach to train employees in key roles on the new model of agile tools and methodologies.
- Second, the client should establish a content strategy governance body to oversee a unified content strategy.
- Third, we recommended the client reorient processes and ways of working to incorporate agile methodologies into business-as-usual processes and day-to-day activities.
- Fourth, the client was advised to create new roles, such as a customer experience designer, to address capability gaps. Last, the client needed to communicate how the responsibilities of various roles would change in the new operating model.
To develop this omnichannel model, our team began by implementing personalization pods that tested omnichannel tactics in an agile, controlled test-and-learn environment to enable execution in future launches without augmentation. Through these tests, we defined a robust operating model to deliver omnichannel execution as the normal course of business.
Results
The client received an omnichannel strategy and a robust integrated operating model, including design principles and content value chain frameworks, which it can use to drive the success of its current and future product offerings. Our omnichannel strategy is expected to drive higher customer engagement with the client, thereby supporting improved business performance.
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