Elevating CX with Creativity and Innovation

By DT editorial staff

Reading Time: 5 minutes

Creativity and innovation can lift every experience a customer has, turning a brand from just a name to something that is meaningful and unforgettable.

As pharma organizations strive to become more customer-centric, and further improve patient outcomes, delivering a seamless, high quality customer experience (CX) is an ongoing challenge.

We spoke to DT’s Senior Director of Customer Experience Hannah Price to learn how brands can apply creativity and innovation to lift CX and encourage a customer-centric mindset.

How can brands leverage creativity and innovation to deliver seamless customer experience across end-to-end customer journeys?

The first thing they should do is to challenge themselves when it comes to the end-to-end customer journey. Prior to DT Consulting, when I worked across different industries, you could see a mindset shift in other sectors when it came to focusing on the end-to-end customer journey. For example, in the finance space when someone comes into a bank, that’s not the beginning of their journey. They didn’t wake up one morning and decide they wanted a mortgage—they want to buy a house. So that journey started at the first moment they decided they had a goal to buy a house. Consequently, banks and building societies started to look at how they could engage with a customer at that inception point.

So, how do we challenge pharma’s brand teams to find those inception points for customers, then when we have identified the moments when we want to engage with customers, we need to identify where creativity and innovation can be leveraged.  

A lot of the time we view this as the responsibility of the customer-facing team, whether this is the rep or the website product owner. However, like pain points where the root cause might lay six or seven people below in a process, if we get everyone from the value chain for that engagement together in a room, we might be able to come up with something really creatively different, instead of just trying to optimize what’s already happening.

But this is a major challenge. There’s always a lot of pressure to move fast, which is easier to do in a silo and that means we lack the right people in the room to innovate. It’s often more valuable to ensure we collaborate in the right way across the business to be able to make an impact.

In what ways can brands encourage a customer-centric mindset among teams, especially when exploring new ideas and implementing innovative solutions?

We must start looking at the behaviors that we reward within the organization and the activities that we recognize. Are we still starting every single big leadership meeting or townhall gathering talking about brand revenue or are we talking about customer impact? If the latter, it should be in terms of what we have done this quarter to really move the needle in the way that we’re either impacting HCPs or how we’re enabling HCPs to create a meaningful impact with their patients.

As long as we’re still rewarding and recognizing people for product/brand-centric metrics that are not linked to customer impact, I don’t think we’ll see a seismic shift to customer-centric mindsets.

Beyond traditional customer experience scores, what other metrics can brands employ to measure the success of creative CX initiatives?

Once we define the behavior we want to change, we can then start assessing what drivers we need to address inside our brands to make that happen. We should be asking ourselves what perception and/or behavior we want to create in the market to be able to make that happen.

For example, at DT we have our CXQ® (Customer Experience Quotient®), which is an HCP CX measurement model that looks at trust, relevance, and simplicity. If we create experiences which are relevant, which are full of trustworthy material, which are simple, we will see perception go up and then within that we’ll see advocacy and other behaviors that we want to be generating within our customers. But for that to happen, we have to make sure that we aren’t just picking ‘hero’ metrics—such as a CSAT or an NPS—but looking at how these metrics fit together as part of a model. There’s a wealth of analytical data available now to really understand those behaviors and be able to understand how someone interacts with us. Then, we can assess how behavior changes when we alter the system, in terms of a new initiative or a new capability or way of optimization.

The industry’s hypothesis has always been that if a rep reaches out to an HCP and has a conversation, we would expect to see a certain behavioral change. But how do we track that from a metrics perspective, and how do we do that in an omnichannel world, when it’s not just a rep anymore, it’s an email, it’s a website, it’s a social media post? All those elements need to come together, and we must have a way to track the impact they have through a full customer experience measurement model.

Where do you find your own creative inspiration in daily life?

I’m a typical consultant, so I spend all my time travelling and I love being in environments that are their own unique microcosms. So, I’m one of those very strange people that likes spending time in airports or on planes. In those sorts of areas, you see a full breadth of humanity coming together in one space and it’s always interesting to see different people interacting and different world views coming together.

Beyond that, living in London I always try to go for a walk by the river. I grew up on the south coast of England, quite close to the beach and the sea, and there’s something I always find revitalizing about being near water. So, wherever I am, if I’m trying to get a bit of headspace and think a little bit differently, I’ll try and get myself away from the computer screen and go for a walk near the closest body of water I can find. Whether it’s the sea, a lake, or a river, I find being by water quiets my mind and gets me to think differently.

Unforgettable can have negative connotations – how about unforgettable and meaningful?


Hannah was sharing her perspective as part of Indegene’s recent five-part series on creativity and innovation. The other topics covered in the series were embracing disruption, fostering a culture of creativity, creativity in the age of AI, and innovation in brand-building and marketing

Sign up to our latest insights

By checking this box, you agree to receive survey invitations and our latest insights.