Validating the link between CX, NPS and sales through competitive benchmarking
Can competitive benchmarking help validate the business impact of customer experience? Working with a leading biopharma company, Across Health combined Navigator365™ Benchmark data with NPS and market share performance data to test the relationship between omnichannel engagement, customer experience, customer loyalty and commercial outcomes. The analysis revealed a compelling chain of positive correlations, helping the client build a stronger business case for continued investment in customer experience improvement.
The challenge
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™ Benchmark—correlated with stronger Net Promoter Scores (NPS) and ultimately, with market share growth.
Strategy
- Use Navigator365™ 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
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