The rapid rise of digital communication is driving the need for urgent change.
Implementing a multichannel strategy isn’t easy. A recent survey that looked at the state of multichannel maturity across European pharmaceutical companies found:
- Only 25% felt that they had a strong multichannel vision and leadership team to drive change
- Just 9% felt that they had appropriately skilled staff to make multichannel happen
- 60% rated the pace of change within their organisation as slow or very slow.
Though ‘multichannel’ is not synonymous with ‘digital’, the rapid rise of digital communication is driving the need for urgent change. By 2020, Gartner predicts the customer will manage 85% of the relationship with an enterprise without interacting with a human. Meanwhile, according to Forrester 42% of service agents are currently unable to efficiently resolve customer issues due to disconnected systems, archaic user interfaces and multiple applications.
Lee Wales, multichannel strategy director at Ashfield Healthcare Communications explains how a strong vision, well-communicated strategy and clear leadership are all key.