Implement CXQ® in a Global Pharmaceutical Firm

Client challenge

A large global pharma firm’s European commercial leadership team had to invest in customer centricity to boost its commercial innovation. Led by the regional head of CX strategy and operations, the global CX team needed to define an approach and action plan that went beyond tweaking the commercial excellence framework to create a platform for innovation and growth.

Client Experiences

Our approach to the client challenge:

The CX team felt that commercial innovation starts with data on how customers perceive interactions with the firm and that it needed to incrementally improve existing touchpoints, journeys, and customer relationships instead of creating a new solution. It partnered with key business functions to propose a platform to capture CX data at all major touchpoints. It included the scope of CX measurement, metrics and recommendations for standardizing them, and how to integrate new data into existing metrics and reporting. DT Consulting recommended adopting a standard CX metric: our Customer Experience Quotient®️.

Client impact:

DT worked with regional marketing leaders to set targets and have teams apply the methodology at events, in digital channels, and in personal interactions. Half of the region adopted CXQ®️, above target. Within three months, more than 100 projects (touchpoints) were planned and completed, generating more than 4,000 CX quality data points, including KOL insights, and saving on external research costs. The firm based several region-wide incremental innovation initiatives on the CXQ® insights.

Our Difference

Learn more on About Us


We’ve been digital transformation leaders in the life sciences ourselves—so we understand the practical effect our advice has on your day-to-day activities. Our experience and focus enable us to offer you simplicity; our solutions make it easier for you to manage complexity. You get access to experts who understand your business and have tackled similar challenges.


Our rigorous research process and proprietary consulting methodologies ensure that you get objective information from an independent source. As part of Indegene, we also have the resources to handle long-term, multisite projects with multiple workstreams. You get the best of both worlds: the agility and personal attention of a specialist firm backed by the resources and reach of a big player.


Years of focus on and dedication to digital and customer experience transformation has given us deep insight into the life sciences industry. We’ve augmented that depth with breadth: the capacity to provide advice on the entire spectrum of your operations, from clinical to medical to commercial. We can execute engagements end to end—from strategy to execution—and deliver at the scale you need.

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