Revolutionizing customer experience in pharma - Helge Tennø, MSD

(00:00) Digital Customer Experience With Jessica Spahn

This chapter welcomes Jessica Spahn, Managing Director of Volvo Cars in Sweden, where I explore her unique journey from aspiring to work in law to leading a major automotive brand. We touch upon Jessica's personal interests, including her love for skiing, golf, fashion, and the balance between travel and home life. The Swedish tradition of 'Fika' is introduced, highlighting its significance in social culture. Jessica shares insights about Gothenburg, Volvo's birthplace, and how its people contribute to the city's charm. Furthermore, I discuss with Jessica the importance of surrounding oneself with a knowledgeable team to stay abreast of digital trends and how her daughter keeps her updated with the latest happenings in the world of social media. Lastly, Jessica emphasizes the value of a human-centric work culture for maintaining a healthy work-life balance.

(14:20) Digital Transformation in Customer Relations

This chapter unpacks the transformation of customer relationships in the digital age and its impact on a traditional car company like Volvo Cars Sweden. We explore the shift towards real-time interaction with customers and retailers, highlighting the importance of instant feedback in identifying and addressing breaks in the customer journey. Emphasizing the significance of dealership relationships, we discuss the integration of direct sales into traditional business models and how this evolution benefits the customer experience. The conversation also touches on the necessity of effective change management, transparency, and the balance between direct sales and the essential services provided by retail partners. Finally, we share personal insights on how embracing digital sales and the move towards electric vehicles has been a catalyst for innovation within the company.

(22:14) Transformation and Future of Volvo Cars

This chapter examines the challenges and opportunities presented by change management in the automotive industry, particularly during a time of significant transformation. I discuss the necessity of reevaluating every aspect of the customer journey and the importance of transparency within large organizations during these changes. The conversation highlights Volvo Cars' successful introduction of the EX30 model, which targets a new market while maintaining the brand's premium identity. Additionally, I touch on the broader vision of Volvo being part of a customer's life at various stages, and the commitment to sustainability, with goals for electrification by 2030 and climate neutrality by 2040. Finally, the chapter wraps up with my hypothetical solution to making cars sustainable and part of the solution to climate issues, emphasizing the industry's role in the climate problem and the need for swift action towards sustainability.

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Embark on an enthralling exploration of the digital frontier with Rikke Aagaard Petersen, Volvo Car Denmark's marketing maven. Our conversation takes us behind the scenes of a brand that's steering the future of automotive engagement. Rikke Aagaard Petersen, with her multicultural panache and linguistic prowess, weaves a compelling narrative that goes beyond just cars—it's about the people, the stories, and the experiences that drive them. From her personal anecdotes that could rival any seasoned raconteur to the evolution of car sales in the digital age, this episode promises to leave you with a newfound appreciation for the art of storytelling.

As we navigate the intricate pathways of Volvo's digital transformation, the discussion illuminates how the tactile charm of showrooms is merging with the convenience of online sales. It's a dance between the traditional and the modern, with retailers reinventing their roles to keep pace with consumer expectations. And just when you think the plot couldn't get any richer, enter the realm of electric vehicles—where Danish tax policies, sustainability, and the sleek allure of the EX30 play starring roles. Rikke Aagaard Petersen's insights are not just about cars—they're a testament to the shifting cultural and market landscapes that challenge and inspire the Volvo ethos.

The grand finale of our journey with Rikke Aagaard Petersen showcases Volvo's century-long commitment to quality through the prism of digital customer interactions. Every click, swipe, and chat is an opportunity to uphold the trust that has been the cornerstone of the brand. We discuss crafting a customer journey that matches the electrifying innovation of their vehicles, ensuring that every digital touchpoint is as genuine and dependable as the Volvo name itself. So buckle up and prepare for an auditory ride that's as much about the heart and soul of the car industry as it is about its gleaming machines.

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Join me, Daniel Paul, on a journey through the dynamic world of the automotive industry with Joe Brown, the marketing maestro of Frank Letter Auto Group, as we explore the impact of AI and the evolving digital customer experience. Joe brings a unique blend of familial automotive history and cutting-edge digital strategy to the table, recounting the transition from traditional marketing to today's tech-driven landscape. We get personal with Joe, learning about his espresso artistry and the story of a vintage 1972 Honda Coupe that's become a beloved symbol at his family's dealerships. Listen in as Joe shares how he shifted gears from a potential future in dentistry to revving up digital innovation in his family's storied business.

Our conversation also navigates the road ahead for the automotive industry, where AI doesn't replace but enhances the human touch in car sales, and the necessity of cybersecurity in protecting customer data. Joe and I discuss the push towards electric vehicles, the integration of AI with customer service exemplified by Gloria, the AI chatbot, and the challenges facing traditional dealerships in the wake of direct-to-consumer sales models. Learn about the importance of a unified data system and the value of maintaining customer relationships over time. Buckle up for an insightful ride into the future of the automotive industry, where the rubber of tradition meets the digital road of tomorrow.

(02:14 - 03:40) Legacy of Love

(11:02 - 12:31) The Power and Pitfalls of AI

(16:04 - 17:27) The Impact of AI Chatbot, Gloria

(22:38 - 23:37) Reducing Negotiation in Vehicle Pricing

(28:17 - 30:28) Automotive Sector's Billionaire Solution

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Join the digital customer experience revolution as we sit down with Mario, the trailblazing founder of Genie and former innovation maestro at Novartis. With a past as rich and diverse as the sectors he's transformed – healthcare, education, telecom, you name it – Mario brings insights on adapting and thriving amidst the digital tide. He shares tales of his transformative journey, including the challenge of moving homes 28 times and settling into the vibrant heart of São Paulo. But it's not all about change; Mario ties in the majesty of Brazil's Christ the Redeemer, drawing a compelling parallel to the awe-inspiring potential of consistency and surprise in customer experience.

This episode isn't just a rundown; it's an expedition into the future of strategy and innovation, where Mario's brainchild, Genie, stands poised to redefine the norm. We tackle the sluggish pace of innovation in the corporate world, dissecting the need for speed without sidestepping quality. Delving into the evolution from concept to customer testing, this dialogue crystallizes the strategic might of a customer-centred approach and the embrace of omnichannel tactics in the pharma sector. And suppose you're curious about the AI horizon. In that case, Mario's optimism and foresight provide a glimpse into a future where artificial intelligence isn't just a tool but a transformative force in business.

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(00:00) Carlos Eid

(13:27) Medical Sector Potential and Misconceptions

(21:15) Differentiating Omni-Channel and Multi-Channel Engagement

This chapter welcomes Carlos Eid, Executive Medical Director Cardiovascular at Novartis International Medical Affairs, who shares his unique journey blending medicine, leadership, and the arts. I explore how Carlos's roles as a father, doctor, musician, and industry leader interplay to shape his approach to life and professional endeavors. We discuss the synergy between these aspects and how each contributes to a harmonious leadership style. Carlos emphasizes the significant impact he can make in the pharmaceutical industry, affecting millions of patients worldwide, compared to the more limited scope of clinical practice. His musical background, from singing in choirs to composing and DJing, also comes into play, underscoring the rhythm and harmony he brings to all facets of his life, although he modestly dismisses the idea of releasing an album. Overall, Carlos's story is a testament to the power of integrating diverse passions and skills into one's career and personal growth.

(13:27) Medical Sector Potential and Misconceptions

This chapter unpacks the potential for innovation and improvement within the medical field as I reflect on my experiences and insights from working with medical science liaisons (MSLs). We explore the importance of early resource investment in MSL roles to better prepare markets for new drugs, the need for a patient-centred engagement journey beyond strategy and tactics, and the integration of technology and AI to enhance MSLs' capabilities. I also discuss the critical role of developing, upskilling, and retaining MSL talent, highlighting the value they bring to a company, and emphasising the necessity to move beyond quantitative measures to truly assess the impact of MSLs. Lastly, we tackle the myths surrounding OmniChannel strategies, asserting that while helpful, they are not the sole determinant of success in the industry.

(21:15) Differentiating Omni-Channel and Multi-Channel Engagement

This chapter unpacks the common misconception that omni-channel and multi-channel strategies are interchangeable, emphasizing the importance of a seamless customer journey through various touchpoints. We explore how omni-channel strategies can be implemented without exorbitant costs and that a blend of technology and other methods should always keep customer needs at the forefront. Additionally, I discuss the integration of AI in healthcare, stressing that it should enhance, not replace, human elements in professional engagement. By sharing vivid examples, we underscore the irreplaceable role of empathy and personal interaction in healthcare, and the need to find the right balance between human expertise and AI to truly benefit patients and the healthcare industry.

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(00:00) Digital Customer Experience and Mentorship Insights

This chapter welcomes Paul Prior, a renowned digital strategist and speaker, who shares his journey from a self-conscious teen to an acclaimed professional keynote speaker. I discuss with Paul the importance of mentorship and continuous learning, drawing from his own experiences of overcoming fear through a humorous and humbling first speaking engagement and the significance of seeking knowledge from experts like his mentor, Alan Moss. Paul emphasizes the perpetual quest for knowledge and the role of mentorship in personal and professional growth, offering listeners insights into the mindset of a lifelong learner and the organic path that led him to success in the digital strategy world.

(11:39) Telecom Industry Shift and AI Integration

This chapter addresses the evolving challenges and strategies within the telecom industry amidst societal shifts and commoditization of technology. We explore the necessity for telecom companies to innovate in a market where products like smartphones have become as common as electricity. Emphasizing the importance of customer centricity, operational model shifts, and the integration of AI, I discuss the top five issues facing the telecom sector: accepting commoditization, adapting organizational behavior for the future, revamping operational models, truly embedding customer-centric practices, and ensuring resilience and relevance in a rapidly changing market. Additionally, I touch on the potential of AI to enhance productivity, consistency in customer experience, and the convergence of digital and physical retail spaces in the telecom realm.

(25:29) Brand, Experience, and Making a Difference

This chapter we explore the integral role of branding in creating the initial connection with customers, bridging the gap from unawareness to recognition of a need for a solution. I highlight the importance of an exceptional customer experience, one that goes beyond the promise of the brand to foster genuine excitement, much like a child's joy in receiving a new Nintendo Switch. We touch on the nuances of customer motivations and the need for a brand's actions and values, including sustainability and corporate citizenship, to be authentically embedded in the company's DNA, rather than superficial add-ons. Lastly, I reflect on personal aspirations outside of the digital and telecom field, expressing a desire to make a difference through charitable enterprises and philanthropy, with a focus on creating positive impacts on individual lives.

(31:30) Podcast Gratitude and Future Plans

This chapter we explore the significant insights and entertaining stories shared by our guest on digitalization and the telecom industry. I, Daniel Paul, along with Giosq, express our gratitude for the valuable expertise our guest brought to the table. We encourage our listeners to keep pushing the boundaries in these fields and remind everyone to engage with us through likes, shares, and subscriptions for more enriching discussions on digital customer experiences. We eagerly anticipate another opportunity to bring such informative sessions to our audience and invite everyone to contribute their thoughts and questions for future episodes. Stay curious and keep innovating with us here at Giosq.

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Gear up to uncover the intricacies of digital customer experience transformation in the Pharmacy sector with our esteemed guest, Maria Yazdi, Head of Customer Service at Apotek Hjärtat. This episode promises to demystify the confluence of digital and physical realms as Maria, who brings an intriguing blend of competitive swimming background into leadership, emphasizes on omnichannel experience. We'll hear about her endeavors to establish emotional safety and open communication in the workplace and her focus on delivering a consistent experience to customers, whether they interact with the pharmacy in person or online.

We will also journey through the significant role of employee engagement in elevating customer satisfaction. Maria shares her successful strategy of dual roles for employees, attributing to clear ownership and commitment in e-commerce and in-store channels. She will reveal her journey of restructuring the customer service team, which led to reduced queue times and enhanced employee satisfaction. The episode is topped with Maria's inspiring mantra of "there are no problems, only solutions," and the empowering effect of treating employees as equals. By the time we conclude, you’ll see how valuing employees can lead to better customer engagement. So, tune in, absorb, and come away with actionable strategies for creating a top-notch digital customer experience. Don't forget to share and subscribe for more insightful episodes!

Highlights:

(13:34 - 15:54) Growing With an Omnichannel Approach

(20:15 - 21:13) Customer Service Empowerment and Appreciation

(27:22 - 29:16) Career Restart

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Meet Paulo Gentil, digital solutions manager at Abbvie, a man with insights to share and stories to tell, all woven into the fabric of his rich Brazilian culture. He’ll spin you a tale about football that's so compelling, you'll start seeing the game in a different light. This game of strategy, teamwork, and shared responsibility, Paulo argues, mirrors the trials and triumphs of building a successful company. So, what if we hired a footballer as a digital solutions manager? Paulo has some intriguing thoughts on that.

As we step into the world of digital transformation, we explore its impact on various generations in the workplace. Change management is a dance we all need to learn, and Paulo explains why it's crucial to engage everyone in understanding the value of digital solutions. From AI-driven Next Best Action in customer engagement to the role of artificial intelligence in pharmaceutical companies, this conversation underscores the importance of embracing new technologies for staying competitive in a digitized world.

Finally, we delve into the challenges faced by the pharmaceutical industry in customer engagement. Paulo draws comparisons with companies like Amazon, emphasizing the significance of understanding and solving real customer problems. From regulations to diversifying markets, we navigate the complexities of the industry before we wrap up with a treasure trove of career advice from Paulo that is sure to leave you inspired. Tune in to this episode for an amalgamation of culture, technology, and the art of building a successful career!

(06:21 - 08:18) Superstar Teams and Shared Responsibility

(10:31 - 11:47) Change Management and Digital Transformation

(17:28 - 18:33) AI's Impact on Decision-Making

(20:52 - 21:35) Measuring Actions vs. Words

(26:10 - 28:27) Pharmaceutical Companies in the Digital Age

(32:18 - 34:22) The Importance of Patient Career Planning

(00:04) Digital Customer Experience and Brazilian Culture

This chapter welcomes Paulo Gentil, the digital solutions manager at ABV, to discuss his journey and insights on customer engagement and digital solutions. Paulo shares his perspective on the importance of carnival in Brazilian culture and his dream football team. He also discusses the similarities between building a successful football team and a successful company, emphasizing the importance of teamwork and shared responsibility. Paulo gives his thoughts on hiring a footballer as a digital solutions manager and shares two possible answers. Overall, this chapter provides a unique global perspective on customer engagement and digital solutions from a seasoned expert in the field.

(11:03) Digital Transformation and Change Management

This chapter explores the impact of digital transformation on different generations in the workplace. We discuss the importance of change management when implementing new technologies and the need to demonstrate the value of digital solutions to all team members. Additionally, we touch on the role of AI in customer engagement for pharmaceutical companies, specifically highlighting the concept of Next Best Action (NBA) driven by AI to personalize interactions with customers. Overall, the conversation emphasizes the necessity of embracing change and adopting new technologies to remain competitive in the ever-evolving digital landscape.

(23:06) Pharmaceutical Industry Customer Engagement Challenges

This chapter explores the challenges faced by pharmaceutical companies in achieving effective customer engagement, such as complex regulations and the need to adapt to different markets. We draw parallels to companies like Amazon and discuss the importance of understanding and solving real problems for customers rather than simply offering solutions. We also touch on the role of data in driving digital transformation and improving customer experience. The chapter ends with a question about what the speakers would do differently if they were starting their careers in the industry 20 years ago.

(29:04) Career Advice and Reflections

This chapter features a conversation with Paulo, a digital solutions manager and director who shares his journey from starting as a trainee in Volkswagen to working for some of the biggest companies in the world. Paulo discusses the importance of building connections and listening to people, as well as the value of patience in career planning. He also emphasizes taking smaller steps and learning before attempting ambitious goals. The conversation ends with Paulo's advice for those looking to follow a similar career path.

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We're excited to let you in on a wonderful conversation we had with the maestro of customer experience, Helge Tennø. His insights on becoming customer-obsessed and the powerful role of AI in revolutionizing customer support will leave you rethinking your customer strategy. We also dissect Helge's unique spark of interest in customers, ignited by a combination of a failed user testing experience and a master class on change.

Turning the page, we step into the realm of healthcare, specifically dissecting human interactions within the pharmaceutical sector. The impact of these interactions on healthcare professionals can't be overstated. Helge enlightens us on the myriad factors influencing physicians' decision-making process and the need for change leadership to reevaluate customer assumptions. We then shift gears to talk about the magic of aligning organizational goals to optimize the omnichannel experience.

Wrapping things up, we ponder on the immense potential of omnichannel marketing in the pharmaceutical industry. As Helge rightly points out, understanding customer needs and differentiating between products, channels, and customers is crucial to success. We wrap up with some golden advice for aspiring heads of customer service - Helge's top three mistakes to avoid. And remember, it's not just about getting answers, but asking the right questions. Join us on this fascinating journey, share your thoughts, and stay curious!

(00:00) Customer-Centricity in the Digital Experience

(11:20) Improve Customer Experience in Healthcare

(19:02) Omnichannel Strategy in Marketing

(27:49) Pharmaceutical Industry Insights and Future Questions

(00:00) Customer-Centricity in the Digital Experience

This chapter explores the world of digital customer experience with guestHelge Tennø, a leading expert in customer strategy. Teder shares his insights on how companies can become customer-obsessed and discusses the role of AI in transforming customer support and experience. He also explains how his interest in customers was sparked by a failed user testing experience and a master class on change. Teder's passion for understanding the customer and driving change in organizations is evident throughout the conversation.

(11:20) Improve Customer Experience in Healthcare

This chapter explores the topic of human interactions within the pharmaceutical sector and its impact on healthcare professionals. Our guest, Helge, shares insights from recent articles in Norway where physicians expressed their struggles with workload and the need for better support. He also discusses his research on the 45 factors that influence a physician's decision-making process, emphasizing the importance of understanding the system and context surrounding the customer. We delve into the need for change leadership in organizations to unlearn assumptions about customers and relearn their needs. Helge also shares his views on optimizing the omnichannel experience by aligning organizational goals and outcomes. Overall, this chapter highlights the importance of gaining a deeper understanding of customers and their needs in the pharmaceutical industry.

(19:02) Omnichannel Strategy in Marketing

This chapter explores the potential for success in the pharmaceutical industry through omnichannel marketing. We discuss how omnichannel can be used to sell complex decision making, such as vaccines, and emphasize the importance of putting the customer at the center of this cross-functional approach. Understanding customer needs and differentiating between products, channels, and customers is crucial. The chapter concludes with the guest sharing their top three mistakes for aspiring heads of customer service to avoid.

(27:49) Pharmaceutical Industry Insights and Future Questions

This chapter explores the digital customer experience in the pharmaceutical industry. Hosts and guest Helge emphasize the importance of asking the right questions when engaging with industry professionals. They highlight the valuable insights gained from their conversation and how it can inform future discussions. Viewers are encouraged to like, share, and subscribe for more in-depth explorations of the topic. The hosts also invite viewers to leave comments with questions for Helge or future guests. The chapter concludes with a reminder to stay curious and continue innovating.

(06:57 - 07:47) Customer Centricity in the Pharmaceutical Sector

(10:08 - 11:20) Improving Efficiency in Healthcare System

(13:53 - 15:03) Improving Interactions With Physicians

(22:14 - 23:13) Asking the Right Question's Importance

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(05:20 - 07:40) Pharmaceutical Industry Revolution and Customer Engagement

(15:41 - 16:03) Executing Company Transformation With Diverse Individuals

(25:11 - 28:07) Opportunities for AI in Digital Transformation

(31:15 - 32:36) Global Leadership and Language Translation Potential

(36:10 - 36:52) Persistence and Investing for Success

(00:00) Pharmaceutical Industry Customer Experience

Malinn Parkler from Pfizer Sweden and I chat about her background, her love of music, and her inspiration from global CEOs. We also explore how digitalization has revolutionized the way medicines are discovered and the customer experience expected by healthcare professionals, patients, and government agencies. Lastly, we discuss the disruption caused by the pandemic and how Pfizer has adapted to meet customer needs.

(18:32) Pfizer's Omnichannel Approach and AI Potential

We discuss the different types of content and channels that Pfizer utilizes to create learning journeys, and how the company tracks customer satisfaction to measure the impact of its efforts. We also explore how artificial intelligence can help accelerate digital transformation and the potential opportunities it brings.

(25:58) Exploring AI's Impact and Leadership Advice

Malin and I explore how generative AI can be used to benefit the healthcare industry. We discuss how AI can improve the way proteins fold to reduce cycle time for patients and provide qualitative content for healthcare providers. We also touch on the challenges, such as fake things, and how to handle ethical considerations. The conversation ends with Malin's leadership style and advice for young leaders to embrace change and transformation.

(37:45) Inspiring Chat on Digital Customer Experience

Malin Parkler from Pfizer Sweden and I discussed the significance of innovation in the healthcare sector and how generative AI is being employed to benefit the industry. We discussed the potential of using AI to enhance the way proteins fold and how this could lower costs and enable more personalized medicine. We also examined how Pfizer is creating learning journeys through different content and channels to make customer experiences more engaging.

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Your feedback matters to us, so feel free to leave your comments and suggestions. If you enjoyed this episode you enjoyed, please subscribe episode, to our podcast and share it consider leaving us a review with your network. Stay tuned by subscribing to our podcast. 

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