In the ever-evolving landscape of customer engagement, Roche, a global leader in healthcare, is setting new standards with its innovative Customer Engagement Suite (CES).
At the core of Roche’s digital transformation lies the Customer Engagement Suite (CES), a comprehensive analytics-driven application designed to revolutionise customer interactions. Driven by a need to better understand and cater to the diverse needs of healthcare professionals, Roche embarked on a mission to consolidate scattered customer engagement efforts into a unified platform.
As Samik Adhikary, Head of Analytics Products and Services, Global Product Strategy at Roche Pharmaceuticals, succinctly puts it, “CES is an analytics-driven application that we are deploying across Roche, helping us gain deeper insights into our customers’ behaviour and preferences.” This unified approach allows Roche to engage with healthcare professionals seamlessly while harnessing the power of analytics to personalise interactions and anticipate their needs effectively.
The Value of Integration
Historically, Roche had disparate systems and applications catering to different regions, leading to fragmented customer engagement efforts. However, with CES, Roche aims to bridge these gaps and provide a consolidated view of customer interactions across its global footprint.
As Dr. Adhikary explains, “CES unites all customer engagement efforts into one platform, ensuring consistent and accurate information across the enterprise.” This unified approach not only enhances internal collaboration but also enables Roche to deliver a seamless customer experience, regardless of geographical boundaries.
Navigating the Path to Success
The journey to CES was not without its challenges. Initially, there were discrepancies in expectations between Roche and its partners, Virtual Identity (VI), regarding the scope and functionality of the suite. However, proactive communication and alignment of objectives helped overcome these hurdles, paving the way for a successful collaboration, as Steven Roth (Visual Analytics Lead, Global Product Strategy) explains.
Additionally, the transition of responsibilities from external vendors to internal resources posed logistical challenges. Yet, with meticulous planning and agile project management, Roche managed to navigate this transition smoothly, ensuring minimal disruptions to the project timeline, Roth summarises.
What I found great about VI was listening. They listen to the problems, they adjusted, and they came up with solutions. That was super important for me in this whole journey.
Prioritising User Experience
A key tenet of CES’s success lies in its user-centric design and intuitive interface. By prioritising user experience, Roche ensures high adoption rates and enthusiastic user feedback. Samik Adhikary highlights, “The response from end-users has been overwhelmingly positive, with praise for the platform’s user-friendliness and performance.”
Furthermore, Roche recognises the importance of data privacy, especially in the healthcare sector. Stringent measures are in place to ensure compliance with global regulations, safeguarding sensitive patient information while empowering users with actionable insights.
The Future of CES
As CES continues to evolve, Roche remains committed to expanding its capabilities and integrating additional products into the suite. With plans to extend CES to all affiliates worldwide, Roche aims to empower thousands of users with actionable insights, driving meaningful engagement with healthcare professionals.
In conclusion, Roche’s CES stands as a testament to the power of digital innovation in reshaping customer engagement strategies. By leveraging analytics, unifying efforts, and prioritising user experience, Roche sets a new benchmark for excellence in healthcare customer engagement. As Adhikary aptly summarises, “CES is not just a tool; it’s a catalyst for transformative change, empowering Roche to deliver unparalleled value to its customers worldwide.”
Every member that worked on this, knew their task, knew what we wanted and delivered as a great outcome. If I look back and see, could CS be any different from what we imagined? Perhaps not. And that's a big testament on how VI helped us in this journey.
VI with a Significant Contribution to Success
He elaborates on his initial encounter with Virtual Identity (VI) during the Request for Proposal (RFP) phase. He emphasises that VI’s response stood out significantly from other contenders, highlighting a few key aspects. VI demonstrated a keen understanding of Roche’s specific requirements, showcasing a tailored approach that aligned perfectly with Roche’s needs, Adhikary says. Secondly, VI presented infrastructure solutions that seamlessly integrated with Roche’s enterprise vision, ensuring compatibility and scalability.
Reflecting on his ongoing partnership with VI, Adhikary acknowledges two pivotal factors that have impressed him the most. Firstly, he commends VI for its adaptability and responsiveness to evolving needs and challenges. “I see a team who understood and was ready to adapt. So it’s very hard to define one set strategy over 1.5 years. Things will change, priorities do change in business. But what I found great about VI was listening. They listen to the problems, they adjusted, and they came up with solutions. That was super important for me in this whole journey. The second thing I would say – but again, not less than the first point – is the expertise they brought in. Every member that worked on this, knew their task, knew what we wanted and delivered as a great outcome. If I look back and see, could CS be any different from what we imagined? Perhaps not. And that’s a big testament on how VI helped us in this journey.”
Adhikary concludes by acknowledging VI’s significant contribution to the success of Roche’s Customer Engagement Suite (CES), emphasizing that VI’s support played a crucial role in realizing Roche’s vision for CES.
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