Strategic CX Vision and Roadmap
My client, a global biotech company specializing in antibody therapeutics for cancer, saw CX as a competitive advantage but faced challenges: fragmented engagement, unclear US market CX activities, and no unified CX framework.
To address these challenges, I partnered with them to drive a comprehensive CX transformation through:
Immersive Research – Conducted 37 in-depth interviews across functions to assess CX capabilities and engagement.
End-to-End CX Mapping – Developed a holistic view of customer interactions spanning clinical engagement, pre-approval, post-approval, and ongoing support.
CX Assessment – Identified organizational strengths, challenges, and their impact on customer experience
Impact:
This initiative has not only set a strategic CX vision but also empowered teams to drive continuous improvement, fostering a more seamless and connected customer experience.
The US Market Customer Experience Map has become a catalyst for change, enhancing collaboration, efficiency, and strategic alignment:
Stronger Team Collaboration – Improved coordination and smoother handoffs.
Greater Role Clarity – Defined responsibilities for better efficiency.
Operational Streamlining – A 2025 tool consolidation plan to optimize workflows.
Enhanced CX Infrastructure – Structured vendor selection for Strategic Account Planning
Capabilities Used
Cross-Functional CX Assessment & Research
Designed and led 37 stakeholder interviews to evaluate CX maturity, surface pain points, and capture organizational aspirations across functions and customer touchpoints.
Customer Journey Mapping & Service Design
Created a holistic CX map spanning the entire customer lifecycle—from clinical engagement to post-approval support—to reveal gaps, overlaps, and improvement opportunities.
Strategic CX Roadmap Development
Change Enablement & Stakeholder Alignment
Facilitated buy-in across global and U.S. teams
