Develop and optimize your omnichannel customer journeys
For more than 30 years, Alcimed has been supporting its clients in their customer journey projects, particularly in the development of “customer centric” strategies and the creation of digital or omnichannel customer journeys.
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The challenges related to customer journey and digital customer journey
Today, digital has revolutionized customer journeys and the customer experience: the development of digital means of communication (the use of which has become even more democratized with the COVID-19 epidemic) opens up many possibilities in terms of personalized experience, leading companies to develop “customer-centric” strategies made up of new omnichannel customer journeys.
The correct mapping of the customer journey and its modeling are the first key steps to work on the journeys and associated engagement scenarios. Once these steps have been completed, other major challenges must be considered in order to optimize your customer journey:
Developing in-depth knowledge of your clients is the essential starting point for thinking about the customer journey, the construction of which must be in line with their purchasing practices and expectations. The process of creating “personas” can help you understand your clients and adjust your interaction strategy accordingly.
What are my “personas” and how can I personalize my multichannel approach according to each person’s needs? What insights can we extract from our client data to better understand them?
The end goal is to define what content to deliver, when and through what channel in order to maximize customer engagement and value throughout the customer journey. To do this, it is necessary to start from the engagement objectives expected for the targeted clients, identify their engagement levers and define the interactions and their sequence to activate them in an optimal manner, adapted to the uses, preferences and expectations of clients.
What omnichannel customer journey should be developed to serve the engagement objectives of targeted clients? How to build a clear and aligned engagement model between marketing and sales?
The implementation of a new engagement model requires the creation of new content, the launch of new projects and some change management (associated with the deployment of new methods of interactions with clients, or sometimes new ways of working internally).
How to lead the internal transition to a new engagement model?
Once the new customer journey has been defined, the difficulty often lies in measuring the actions taken and their return on investment. It is necessary to define precise objectives and associated indicators for each interaction, depending on the channel used. And it is also key to collect the right data for each action, a task often facilitated by digital tools (social networks, media platforms, etc.) but very complex when it comes to offline actions.
How to measure the evolution of my customers’ engagement? How can I involve my teams in order to retrieve the data necessary to measure this development?
The choice of the interaction channel is a 5th transversal issue in the current thinking around customer journeys. This choice must be made without opposition between digital and physical experiences. In a multichannel or omnichannel customer journey, it is necessary to consider channels as means to disseminate a message, a content, etc. to serve an engagement objective, and not as an end. This becomes all the more important as the COVID-19 epidemic has accelerated the use of digital, including in sectors of activity historically less mature on digital, such as the pharmaceutical industry for example. And it has become essential to think of the channels to be activated within the perimeter of the field of possibilities.
Which channels to choose for which type of clients? How to prioritize your efforts in a strategy that must be omnichannel?
In the years to come, two strong trends around customer journeys are emerging:
- Automation, particularly in data processing, will make it possible to reach a new level of precision and speed in the collection and analysis of client data, but also in the adaptation of the customer journey according to the data. By understanding client needs and using powerful artificial intelligence algorithms and CRM tools, companies can now test channels according to their target, assess impact and adjust channels and communication format accordingly.
- Enhanced personalization of customer journeys and user experience, thanks to the increasingly precise understanding and adaptation of client needs. Improving client knowledge with each new interaction allows to gradually move from a customer journey logic based on segments to an individualized experience logic.
How we support you in your customer journey and omnichannel customer journey projects
For more than 25 years, Alcimed has been supporting its clients on many issues related to customer journeys (for ex. patient, consumer and passenger journeys).
The diversity of our clients (large industrial players, SMEs, start-ups, institutions, etc.), of the geographical fields we explore, the sectors in which we operate (healthcare, agrifood, aerospace and defense, energy-environment, mobility, chemistry-materials, cosmetics, etc.), and the types of projects we develop, give us a global and comprehensive insight into issues related to customer journeys.
Our projects cover topics as diverse as: defining your client strategy, deciphering the uses, preferences and expectations of your clients, building your client engagement model, internal transformation and deployment of your new customer journeys, monitoring the impact of your new customer journeys and your engagement models, the analysis of the competition and your differentiation levers, etc.
Examples of recent customer journey projects carried out for our clients
Redefining the customer journey and the KOLs engagement strategy for a pharmaceutical player
We supported one of our clients, a pharmaceutical leader, in redesigning its engagement levers with its KOLs, with the aim of finalizing its medical engagement strategy and defining its content production needs.
For this project, our team first conducted targeted interviews with KOLs, to carry out a critical analysis of our client’s ‘personas’ and their journeys, leading to a redefinition of a segmentation based on engagement. Once the needs, expectations and uses of KOLs were mapped, our team organized workshops with our client’s teams in order to co-construct new engagement models.
Ultimately, we redesigned our client’s KOLs journeys, defined the key formats to focus on for the engagement of each segment and created a content production roadmap for the teams.
Construction of a segmentation of the Consumer-Patient over 40” pathway to identify opportunities in the area of “Healthy Aging”
We supported one of our clients, a leader in the field of nutrition, in segmenting the journey of a typical client who gradually becomes a patient as he ages (over 40). The objective for our client was to obtain a medical and scientific understanding of the opportunities in the field of “Healthy Aging”.
After having built the definition and segmentation of the customer journey from client to patient, identified the key players in the therapeutic areas initially defined and the main sources of information and influence for clients/patients, our team achieved clear segmentation opportunities linked to “Healthy Aging”.
This work enabled our client to engage its teams in building a new product development roadmap.
Improving the experience of mountain enthusiasts by creating services on their customer journeys
One of our clients, a player in winter sports equipment, wanted to be supported in the development and prototyping of new services to enhance the experience of their clients who are passionate about mountain sports.
To that end, our team carried out an on-site observation, mobilized our client’s community of 200,000 members (skiers, snowboarders, etc.) and conducted creativity workshops in order to generate avenues for improvement of the customer experience throughout the home-mountain route.
Alcimed made it possible to contribute to the launch of a new value-generating service for mountain enthusiasts!
Optimizing the care pathway for rare disease patients in Europe
We supported the European Medical Department of a pharmaceutical manufacturer in optimizing the care pathway for patients suffering from a rare respiratory disease in several European countries. As this rare disease is difficult to diagnose and often confused with more common respiratory diseases, the patient diagnosis time was taking too long (2 to 3 years). Our client wanted to position itself as a public healthcare player by providing Alcimed’s service to referral hospitals to:
- Diagnose the current coordination of care between the different healthcare players on the patient pathway;
- Co-define with this multidisciplinary team an ideal patient care model and an associated action plan;
- Implement actions defined at local and national level.
What was the result for our client? A reduction in patient diagnosis time and a general improvement in physician coordination, an increase in therapeutic support and a change of perspective for the sales teams.
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To go further
Founded in 1993, Alcimed is an innovation and new business consulting firm, specializing in innovation driven sectors: life sciences (healthcare, biotech, agrifood), energy, environment, mobility, chemicals, materials, cosmetics, aeronautics, space and defence.
Our purpose? Helping both private and public decision-makers explore and develop their uncharted territories: new technologies, new offers, new geographies, possible futures, and new ways to innovate.
Located across eight offices around the world (France, Europe, Singapore and the United States), our team is made up of 220 highly-qualified, multicultural and passionate explorers, with a blended science/technology and business culture.
Our dream? To build a team of 1,000 explorers, to design tomorrow’s world hand in hand with our clients.
A customer journey is a series of stages through which a client goes through during his interactions with a company. This customer journey therefore consists of a set of touch points and content exchanges between the company and its client.
It is defined according to the different types of clients and is built in such a way as to engage them, the goal being to trigger an action by the client in relation to the product, the brand, the company, etc. Optimizing customer journeys thus aims to create a user experience that makes it possible to transform prospects into clients-users, of a product or service, or even to transform clients into ambassadors.