The importance of the customer experience in medical marketing, 22 November
Author: CIM MMG
Three marketing workshops focused on specific challenges within the Medical sector, each earning attendees 3.5 hours CPD per session start to roll-out this Autumn at Mintel’s offices in London. The first, A seven point plan for innovation success takes place on 18 October.
The second workshop, The importance of the customer experience in medical marketing workshop takes place on 22 November, with a third workshop to be announced for the New Year.
Many companies provide seamless customer experiences, seeming to know what customers want before they know it themselves, while others for example, set up fancy Facebook pages and then drop the ball as soon as a customer feedback is received.
This workshop will give you an appreciation of the importance of the end-to-end customer experience (CX) effort and how the whole company must work together to meet customers’ reasonable expectations and to manage their unreasonable expectations.
Workshop leader is Chartered Marketer, Keith Rowland, a CIM Fellow with 32 years sales and marketing management experience in the medical device industry. Keith, explains; “Using real life case studies, discussion and theory, we will examine how organisations succeed or fail to differentiate themselves using positive customer experience. We will look at how some companies get the service element spectacularly wrong, putting process before people, frustrating their customers and failing to empower their front-line staff to achieve customer delight. We will consider the business culture that drives this, and how disaffection affects employee and customer loyalty, damaging the brand.“
Keith adds; “We will also explore measures such as customer satisfaction scores, customer lifetime value, repeat business and staff turnover and their effect on the bottom line. We will also consider how the reputation, and even survival of an organisation may be put at risk in this hyper connected world.”
Keith is a former chairman of the Medical Marketing Group and continues to volunteer for the CIM. Keith will also be teaching the CIM Diploma in Professional Marketing in 2017/18.
The importance of the customer experience in medical marketing workshop takes place on 22 November at Mintel’s offices in London.