Jennifer Curtis, Pranav Srivastava and Surbhi Puri discuss customer experience in cell and gene therapy (CGT), drawing on recent ZS patient experience study outcomes.
- What makes the CGT customer experience unique is twofold: the complexity and the acute (and potentially transformational) nature of CGT treatments.
- The state of the industry is in flux. In the future, CGT customers will have an increasing degree of choice, and there will be less customer “forgiveness” for particular elements of the customer experience.
- For companies entering the market now, new customer experience questions need to be answered with the same rigor as evidence generation (e.g., via experience trials for processes, sites and patients).