Pharma Study 5: Key Customers - Satisfaction & Requirements Analysis

A pharmaceutical company wished to know which service elements their key account customers (business to business) wanted when buying ethical pharmaceutical products. We designed a study that tested a number of service issues with these key accounts. A number of key wholesale, multiple retail and hospital customers were interviewed.

The purpose of the study was to find out what the customers expected and how the client was performing against these measures. We also wished to find out where the client was under-delivering and over-delivering on its service elements. At the end of the study we were able to demonstrate to the client which areas they should improve and how this information could be used to enhance their supply chain strategy.

Conclusion: There were findings that enabled the client to reduce their service costs to some customer groups. One of the recommendations resulted in a saving of £40,000 a year to the supply chain costs.