Pfizer's CX Playbook: Omnichannel Listening, AI, and Field Reps

In a CMSWire interview, Pfizer's Global Customer Excellence Lead Wayne Simmons discusses how the pharmaceutical giant transforms customer experience. CX sits under the CMO, integrating with marketing to drive commercial value. Pfizer treats field sales reps as 'intelligence sensors,' capturing feedback from face-to-face interactions with healthcare professionals. The company uses generative AI for omnichannel listening, blending qualitative and quantitative data to gain contextual insights beyond traditional metrics. Simmons is a 'survey-last' advocate, preferring organic customer signals and using surveys only for validation. He also emphasizes journey mapping that includes employee experiences. Additionally, Simmons co-leads the first Master of Science in Customer Experience Management at Michigan State University and co-authored 'The Customer Excellence Enterprise' with Tom DeWitt to codify CX as an organizational discipline.