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Best-in-class life sciences companies are working to enhance customer experiences with the help of CXM, and they are finding they have a positive impact when focusing on end-to-end customer journeys.

FREMONT, CA: Offering positive customer interactions across the journey is essential across life sciences functions. Be it looking at the customer experience offered to healthcare practitioners or patients. It is now understood that a customer-centric strategy is essential to succeed.  This is evident here because customer experiences directly impact the success of product releases and revenue in the life sciences industries. Given the business impact, it is important to look at the benefits of modern CXM platforms for the management of optimal customer journeys in the life sciences industry.

With customers being digital and technology savvy, embracing the opportunity to connect through all convenient channels, life sciences firms should now be racing to offer great experiences across each. The challenge lies in integrating the efforts across channels to retain the customer's context as they embark on their journeys. Each touchpoint is now being optimized; the overall customer satisfaction is dipping as the industry struggles to properly manage and connect the complex offline and online interactions. 

It is so complex that customer-facing teams and systems need to keep the customer's overall requirements in mind while fulfilling the purpose of interaction. It is important to consider the cause of any issue raised, all customer preferences, and other ways to ensure the customer journey continues seamlessly.

CXM platforms leverage customer preferences around content, meeting times, social connects, and more from the underlying CRM and apply the data across modern digital application stacks that cover multiple customer touchpoints. These communications are then converted to insights using data automation and AI technologies to deliver next-gen customer experiences. As customers move from one channel to another, they expect to have their history and context carried forward, and their needs are met painlessly. This omnichannel experience is what the CXM platform is designed to provide.

Delivering consistent omnichannel experiences and personalized content is significantly driven by having a customer data platform that collects data across channels and touchpoints. Insights created from this unified data can then be channeled across the organization and departments, and further fuel the CXM for intelligent customer engagement recommendations. A unified data platform on the back end of a CXM deepens customer understanding and allows intelligent segmentation based on actual customer behavior, and complimenting demographic segmentation.

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