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Challenge/Opportunity

A leading biopharma company partnered with us to explore a hypothesis: that competitive customer experience (CX) benchmarking could reveal actionable drivers of business performance. Specifically, the aim was to test whether improvements in omnichannel engagement and CX – as measured by Navigator365™ Cx Benchmark—correlated with stronger Net Promoter Scores (NPS) and ultimately, with market share growth.

Strategy

  • Use Navigator365™ Cx Benchmark data to map the relationship between omnichannel engagement and customer experience outcomes
  • Combine benchmark findings with client-supplied NPS and market share data to explore links between CX maturity and commercial performance
  • Test the full chain of impact: Engagement → CX → NPS → Market Share
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Tactics

  • Data Correlation Mapping – Analysed responses from 301 specialists across seven markets to compare omnichannel engagement levels with CX performance scores at brand level
  • Linking CX to NPS – Demonstrated a strong correlation between CX scores and brand-level NPS, supporting the role of CX as a driver of customer loyalty
  • Connecting NPS to Market Share – Used client-provided 12-month market share data for three brands across seven countries to validate the correlation between brand NPS and market share evolution

Results

  • Confirmed a compelling chain of positive correlations between omnichannel engagement, CX scores, NPS, and market share growth
  • Provided clear, evidence-based support for using CX benchmarking as a foundation for commercial decision-making
  • Helped the client build an internal business case for sustained investment in omnichannel customer experience improvement

Read more about this project in our blog.