Pfizer Ties Customer Experience to Field Rep Insights

In an exclusive interview at the Medallia Experience conference, Pfizer's global customer excellence lead, Wayne Simmons, detailed how the pharmaceutical giant is reshaping customer experience by focusing on the employees who interact directly with healthcare professionals. Pfizer restructured its CX operations under the chief marketing officer, merging marketing, sales, and CX into a unified customer lifecycle approach. The company is building bespoke metrics to measure field representative experiences, aiming to improve HCP sentiment and outcomes. Simmons emphasized the importance of leveraging AI and natural language processing to derive actionable insights from vast amounts of structured and unstructured data. He noted that while platforms like Medallia help listen to customers, turning that data into meaningful actions remains a top priority. The approach underscores a growing trend of connecting employee experience to customer experience in high-touch industries.