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Omnichannel leadership predicts NPS leadership better than rep leadership alone

What matters more for customer loyalty: strong rep performance or strong omnichannel engagement?

1

The challenge

Pharmaceutical companies continue to invest heavily in sales force effectiveness, but the growing importance of digital and omnichannel engagement raises an important question: what drives customer loyalty? Across Health set out to understand whether omnichannel leadership adds value beyond rep performance when it comes to achieving NPS leadership.

2

Strategy

To answer this question, Across Health conducted a large-scale retrospective analysis of Navigator365™ Benchmark studies from multiple countries and therapeutic areas. The objective was to understand the relationship between rep performance, omnichannel performance and NPS leadership.

3

Tactics

Data from 95 Benchmark studies was analysed, covering 5,002 healthcare professionals, 19 therapeutic areas and a broad range of brands and countries. The analysis compared how often brands that led on rep performance alone became the NPS leader with how often brands that led on both rep and omnichannel performance did.

Results

What changed

Brands leading on both rep and omnichannel performance were the NPS leader 85% of the time.
Brands leading on rep performance alone were the NPS leader 62% of the time.
Across all studies, only one brand led on omnichannel alone and still held the highest NPS.
Customer loyalty is increasingly associated with the combined strength of rep interactions and omnichannel engagement, not with sales force performance alone.