Transforming Omnichannel Customer Experience Using AI and Digital

Alden Karr, Sage Wodarz and Saby Mitra

( /-/media/pdfs/transforming-omnichannel-customer-experience-using-ai-and-digital.pdf?la=en )

Download ( /-/media/pdfs/transforming-omnichannel-customer-experience-using-ai-and-digital.pdf?la=en )

Progressive commercial organizations in the pharmaceutical industry not only embrace a customer-centric mindset but also take bold steps to advance their capabilities in support of that philosophy. Using AI to adapt customer journeys and switch channel and content combinations based on the latest customer engagements will need to be one of the linchpins in today’s sophisticated promotional models. Because reps will continue to play a key role in driving successful orchestration, any AI-driven customer engagement recommendations will need to be humanized to ensure adequate buy-in and adoption from the field.

At the 2019 Veeva Commercial & Medical Summit, ZS sat down with two industry leaders who play key roles in their respective organization’s customer-centric transformations: Alden Karr, senior director of customer and market insights at Biogen; and Sage Wodarz, director of customer experience at AbbVie. Read the client Q&A to learn more about the value of customer orchestration.

About the Experts

Alden Karr leads Biogen’s customer and market insights group including data analytics, market research, competitive intelligence, forecasting and marketing sciences. He has 10 years in strategic and operational experience across the biopharma value chain. He has focused on deepening his cross-functional skill set across commercial disciplines including commercial operations, marketing, and market access and reimbursement. Alden works to drive a data-driven decision-making culture by delivering actionable insights across stakeholders.

Sage Wodarz leads the U.S. AbbVie Immunology customer experience team’s digital transformation with a focus on evolving current capabilities to leverage new marketing technologies and create a fully connected and data-driven customer experience. Prior to AbbVie, Sage was associate director of content and social marketing at Kraft Heinz. Sage’s experience includes more than 15 years in CRM and digital marketing leadership roles across a variety of industries ranging from travel, financial services, consumer packaged goods and life sciences.

Saby Mitra is a principal in ZS’s Evanston, Ill., office and leads ZS’s global customer-centric marketing technology practice. He has more than 18 years of experience in advising and helping clients and their commercial organizations through customer-centric marketing and Digital solutions globally. Saby’s expertise includes designing and implementing transformation programs in several customer-centric topics in the pharmaceutical industry and other verticals, including global digital transformation programs using AI and advanced analytics, digital platforms and technologies, and organizational science.