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Linking omnichannel engagement, CX, NPS and sales

Can omnichannel engagement and customer experience be linked directly to commercial outcomes?

1

The challenge

A pharmaceutical company wanted to justify continued investment in customer experience (CX) but lacked clear evidence of its commercial impact. Without a proof chain, CX risked being seen internally as a “soft” metric. To secure buy-in, the organization needed to show how customer engagement translates into business performance.

2

Strategy

Across Health set out to test the complete relationship between omnichannel engagement, customer experience, customer loyalty (NPS) and market performance using Navigator365™ Benchmark.

3

Tactics

Navigator365™ Benchmark was deployed across seven European markets, gathering feedback from 301 specialists across multiple therapeutic areas. The analysis measured the relationships between omnichannel engagement, customer experience, NPS and market share growth. NPS, adjusted for country differences, was compared with client-supplied 12-month market share data for three specialty brands, two in growth and one at launch. These are correlations: they show association, not causation.

Results

What changed

The study found a strong positive correlation at every link of the chain.
Omnichannel engagement → customer experience: r = 0.94.
Customer experience → NPS: r = 0.78.
NPS → market share growth: r = 0.69.
Promoter scores were mainly explained by customer experience rather than product attributes.
The client built a quantified, evidence-based business case for continued CX investment, and a repeatable framework for demonstrating the commercial value of customer experience across brands and markets.