SEPTEMBER - OCTOBER 2025CIOAPPLICATIONS.COM4LISA BOWEN, VICE PRESIDENT OF MARKETING, PHARMERICACXO InsightscXo insightsWhy Invest in the CustomerExperience?any companies today rely on a number of third-party vendors to assist in delivering its productsand services to customers, like contractedlogistics businesses. These vendors are often theface of the company. But reliance on outsiderscan pose a challenge: customer service issues sometimes get lostbetween the vendor and the company.Even when feedback makes it to the company, it is not alwaystimely ­ delays that can impact a company's ability to follow up withcustomers promptly. For companies that want to amplify the Voiceof the Customer to the point where the customer feels heard, that' iswhere a Customer Experience program can help.At PharMerica, we want a customer's feedback to take it to thehighest level it needs to go in order to get resolved, quickly. So webegan to develop a system for early detection of issues.A Data-Driven JourneyThe best place to begin is at ground zero. Start by collecting datafrom each stage of the customer journey through the use of surveys.These can be pulse surveys, phone surveys, and pop-up or always-ononline surveys ­ whatever strategy will best enable an organizationto gauge how well its service level is meeting expectations, identifyopportunities for improvement, and give the customer the chance tofeel heard.This measurement phase is essential to identify where acompany should take action and implement changes. For example,at PharMerica we learned that delivery, communication andtimeliness were top areas of concern. Using data and quantifying theissues customers raise enables an operation to prioritize and aidsin decision- making about where to invest its efforts, specifically inareas that are most important to customers.For example, if only one survey respondent mentions softwareneeds to be upgraded to provide better service, that is very differentthan if 10% of those surveyed say the software is outdated, whichwould give the team justification to make a request for an upgrade tosenior leadership.Moving the DialBy focusing on the Customer Experience, a company is best able tofind out and implement changes that will most positively affect itsMcustomers and, hopefully, move the dial. And even though you mayset out to enhance your Net Promoter Score, be aware that it is nota siloed marketing-only effort. IT, Customer Service, and AccountManagement are just some of the teams that will need to be pulledin. And the mostimportant partner? Senior leadership. Theyare critical to not only secure funding butbuy-in as well.A Customer Experience program has to come from the top down.Leadership has to be aware that there are problems they may notknow about, approach them without bias or defensiveness, andenable the team to quickly take care of customers and ensure theirneeds are met.The Result?With a data-driven Customer Experience program, an organizationcan be more responsive to customer needs, which, in turn, candrive retention and new business. Creating more, faster and betterways for customers to share feedback about their interactionswith us is a top priority for PharMerica ­ and is essential to ourreputation in the market.In our industry, word of mouth is very powerful. By using ourCustomer Experience program to enhance our service delivery,our customers will let others know. That can have a big influenceon a prospect's decision to purchase, and growth is how we willultimately measure the success of the program.Along the way, we have learned someimportant lessons:· Spend the necessary time on fact finding before you startimplementing changes· Be realistic and do not put too much pressure on the front end formind blowing results or you risk setting yourself up for failure· Make sure the person leading the effort is incredibly passionate,flexible and willing to fail and still be excited to move forward withthe effort CONTENTSIN MY VIEWCOVER STORYLast wordKevin Brown, Head of Marketing Technology, LeasePlanLISA BOWEN, VICE PRESIDENT OF MARKETING,PHARMERICAHOW MODERN MARKETING LEVERAGES MARKETING TECHNOLOGY TO BOOST GROWTH AND CUSTOMER VALUEWHY INVEST IN THE CUSTOMEREXPERIENCE?300812Top Programmatic Advertising Solutions 2025POWERING SMARTER ADVERTISINGLon Otremba, CEOBIDTELLECT
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