In 2020, a highly talented CX Insights lead in the Roche Pharma Medical CX department (which I had the pleasure to lead), together with cross-functional colleagues, set-up and drove the first global customer feedback program at Roche Pharma.
The initiative called ‘OneFeedback‘ (leaned towards the ‘OneRoche’ vision wording) had been the forerunner of and was later fusing into the Roche Pharma corporate Voice-of-the-customer program.
OneFeedback was initially focusing on key corporate customer touch-points in the web, which all were homed in the MedCX department at that time. Within the initiative the team was also closely collaborating with the Roche Technical Operations (PT) division, which was partially serving the same customers. And over time, a couple of trailblazing Roche affiliates joined to run local feedback pilots – also on email channel – which gave early real-life evidence of positive business impact.
I am not overstating when saying that the OneFeedback initiative is one example of the trailblazing innovations initiated within the Medical CX department at that time, which continued to resonate in the organisation years after. It early allowed the organization to “play with” & learn how customer feedback could be smartly done by a pharmaceutical company. And it was paving the way for the larger-scale corporate VoC program which was initiated in mid-2022, and which I have the honor to lead since then.
