Only 29% of the companies mention cost reduction as a priority. A decent indication of the current reality, Stig Jørgensen claims:
- It’s a signal that tallies with the reality we experience when we talk to the businesses. Most companies have realised the profit potential of cost reduction. Today, CEOs focus more on how to strengthen customer and market-related activities in an attempt to boost bottom line.
Customer focus no longer a goal in itself
Looking at the most recent results, they indicate a rather prominent change. Compared to 2013, customer focus and customer satisfaction surveys are no longer regarded as independent business objectives. They have become integrated as subsidiary goals on the way to more specific commercial benefits.
In CEMindex 2014, the respondents rank customer retention, customer attraction and increased upselling/cross-selling as the main benefits of CEM.
- The benefits of increased focus on customers all represent driving forces in the attempt to increase organic growth. And when you approach organic growth in the right way, it can contribute significantly to bottom line growth, says Stig Jørgensen.
At LEO Pharma, the ambition with QualityCare is to gain a critical mass of users – maybe even amounting to hundreds of thousands – as the program continues to develop. Peter Aksel Villadsen hesitates to set more specific targets. Because in terms of customer focus, pharmaceutical firms still find themselves at a relatively modest level of maturity.
- The industry is still adapting to its new role it’s about to take, he states.
According to the senior executive, it can take years before the industry is truly equipped to a more intense focus on patients. But the potential is there for everyone to see.
- Imagine that you as a patient with a disease or an illness no longer have to jump from specialist to specialist, and instead, you become a part of a concept where every solution comes to you. This is how we improve quality of life for people in treatment. This is the mindset we need to apply, argues Peter Aksel Villadsen.