Hello Customer arrived just in time as we wanted to be able to monitor strategic changes closely to understand how our customers responded to them in order to prevent to churn.
Qualiphar is an independent player on the Belgian pharmaceutical market and in France as Gifrer. They are active in a B2B market with a team of sales reps that sell their products directly to pharmacists. As their ambitions reach as far as those of the major players within the same market, they adjusted their go-to-market strategy.
During this process, Qualiphar wanted to avoid losing sight of the customer. That’s why Qualiphar uses customer feedback to understand whether customers reply well to strategic changes and so they can intervene to maintain a good relationship between their sales reps and customers.
Their challenges:
Hello Customer provides us with a tool to keep an eye on the customer and to do something with their feedback in the midst of our change process. The tool makes customer input part of the discussion and ensures that we keep the customer in the back of our minds.
An’s mission at Qualiphar is to make the organization more efficient in Belgium and to implement a strong growth strategy. “Throughout this process, I didn’t want Qualiphar to lose sight of the customer. I’ve seen the same pitfall with other companies that are undergoing change. They focus themselves very internally and look too little at what the customer thinks.”
“Hello Customer arrived just in time as we wanted to be able to monitor our strategic changes. The platform lets us monitor the process closely. For example, we received some negative feedback after some pricing changes we made. The pricing changes didn’t impact our customers negatively, but not every sales rep communicated about it clearly. We were able to pick up on that quickly, and improve our communication. We really use feedback as an opportunity to explain our decisions better to the customer. You can make changes, but when the relationship with the customer starts to fail, it makes little sense to go through with them.”
“Customer feedback is a strong driver in our business model. Good service and satisfied customers are crucial, because independent pharmacists aren’t obliged to sell products from a specific company or brand. Meaning that customer experience is essential to maintain and grow our market share. That’s why it’s so important to share feedback with the sales reps. They need to know what our customers are saying, so they can work on concrete action points. Our sales people are mature enough to participate in that process of ‘closing the loop’. It allows them to maintain a good relationship with the pharmacists. In that respect, Hello Customer is a true reinforcement of our sales team to gain more knowledge of their customers.”
“Hello Customer brought a great awareness of the importance of customer feedback across different departments. It makes feedback negotiable in every part of the company. Feedback is shared with the entire company. Hello Customer ensures a constant flow of feedback that enters the conversation manager. All managers receive the reports with insights, not only the commercial management but also the management in production. I think it’s important to keep the project alive and yet to know exactly where the customers’ sensitivities lie”.
“The response to the first survey was not bad at all. “We have about 3000 customers. Half of them replied to the survey. The customers do mention the changes at Qualiphar. The customer feels supported when they give negative feedback after a visit. They are often surprised by the speed at with which we contact them: ‘I’ve only just completed the survey, and you’re already calling! There is immediate interaction, and customers are able to understand certain problems better.”
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