In the previous posts in this series on improving relationships with clinical sites, I discussed why it’s beneficial to think of your clinical sites as your customers so that you can use customer experience (CX) methodology to improve those relationships. In this post, I’ll explain what CX methodology is and why it matters.
Good UX Means Good Business
In a world where technology is rapidly advancing and user expectations are rising, it’s no longer enough to have an average user experience; to delight your users and surpass your competition you must strive for the exceptional.
At its core, CX methodology is a four-step process that results in a strategy and an executable road map. The first step, as with every process, is the most critical.
In step one, you gather data about your customers, from which you glean insights and develop a clear view of the opportunities and gaps to be addressed. In step two, you develop a vision and high-level goals related to your relationship with those customers by framing the opportunities/gaps identified in step one.
In step three, you develop your strategy and tease out the key initiatives, as well as the operational, technical, and platform requirements, to achieve that strategy. In step four, you prioritize the initiatives identified in step three, based on a combination of cost, effort, and business impact, so that you can go on to execute the plan.
Then, as your needs and goals change, the market changes, and/or your customers change, you circle back to step one and do it again.
Up next, I’ll show you how to apply this methodology to clinical sites. While you wait, check out our guide on this topic.