Product Experience: The Central Dogma of Scientific Marketing
Savvy. It’s the best word to describe the modern scientific customer. As people, they have been conditioned by years of marketing strategies from every sector under the sun. As scientists, they have been in the market long enough to know from whom and at what value they can expect to purchase their next product. Whether it’s technical support, the supplier website, or a Facebook post, customers want the same user-friendly experience from the scientific market that experience tells them should be available. At this point in time, a winning business model is one where the customer experience is valued as highly as product quality.
As experienced customers, scientists are constantly on the lookout for better deals and more innovative technologies. From beginning to end, the purchase experience is a constant push on the part of the company to satisfy the customer and a relentless evaluation on the part of the customer to get the most value for their dollar. In this dynamic relationship the product is the keystone that keeps it from collapsing.
But the product is only part of the story. Customer experience and Brand perception are influenced as much by the product as by the items and services that come with it. The condition of the product upon arrival, the clarity of instructions, the helpfulness of sales reps, and the quality of customer service all come into play after the purchase has been made and the product has arrived. If the product is the keystone, then product integrity and vendor service are the two pillars.
In our latest report, Enhancing the Customer Experience: Insights and Life Science Supplier Rankings we explore the intricacies of this dynamic relationship. From our report you will gain valuable insights into the scientific market from the most important source: the customer.