Author: Christian Velten

Today, I had the great pleasure to discuss with Olivier Mourrieras how customer journeys reveal no only moments-that-matter but also channels-that-matter. I have been a guest at a ‘CX Huddle’, a format run by TribeCX for their CX Learning Community. To spark the discussion I started to provide insights into the pharma business model and how a mapping of personas (and their journeys) to disease area specific ‘channel performance maps’ helped us at Roche with selecting a smart channel mix for a product launch. Also, how Voice-of-the-customer will help us at Roche to iteratively refine and adjust the digital channel…

Presentation on Maximise Measurement Tools & Metrics To Communicate The Commercial Value Of CX & Prove The Strategic Impact By Demonstrably Improving ROI at 2024 9th Annual CX Conference

Companies need a shift in mindset from treating customer service as a problem-solving function and a cost center, to viewing it as a shared value creation function. Engaging customers at every step of their journey – from learning and purchase to usage and repurchase – is a top priority and the service suite plays a key role. In a CX Network fireside chat with Joseph Vassie, Head of Insights and Analytics at ASOS and Alan Gibson, Service Specialist for Sprinklr we discussed together why this is demanding a pro-active vs reactive approach to customer experience, what is preventing us from…

Presentation about mastering customer experience in the pharmaceutical industry by applying universal methodologies.

Panel discussing if investments into digital transformation are paying out at the 2023 Indegene Summit “Future Ready Healthcare”

When I joined the new enterprise-level position as a Strategic Lead for Digital Customer Experiences at Roche Pharma in early 2022, I firstly did an in-depth analysis of the internal landscape of customer experience (CX) tools, methodologies and initiatives in place. And what I found was a colorful bunch of innovative assets and committed individuals. But all more or less disconnected, and all one-man/woman armies. At the same time I had personally decided to change my own strategy to making Roche more customer experiences driven from preaching CX to executing CX. “From talking to walking”. To make it real in…

Dear “family & friends”, Just a quick update that I have decided to leave Twitter. Actually, I am not happy with it for quite some while already. I am basically fine with Elon’s mindset towards “free speech”. And I appreciate him as an inspiring innovator challenging existing dogmas. But I am not happy with Elon’s autistic not-consideration of me as a customer. The renaming to “X” … is OK for me. If you are (partially) living in the digital space for >30 years like me, you have learned that nothing is for eternity. But what really hit and annoyed me…

Dr. Christian Velten presenting how Roche uses Voice-of-the-customer (VoC) to learn from HCPs’ & patients’ opinions.

Dr. Christian Velten speaking at 2023 Reuters Pharma Barcelona conference about Roche using VoC to learn from HCPs’ & patients’ opinions.

Over the last few months, since I had accepted the lead for the corporate Voice-of-the-customer (VoC, customer feedback) Program, I built and grew a cross-functional matrix team (squad), jointly delivering on developing and implementing the program at Roche Pharma The high-performing VoC Program squad unites colleagues from … … where a lean core team delivers day-by-day. And subject matter experts are pulled in punctually, where specific expertise is required. The VoC Program squad at ‘Global’ is also supported and guided by a steering committee (“VoC Experts Council”) being composed of representatives by affiliates and regions. What have been key success…