Schedule mock interviews on the Meeting Board, join the latest community discussions in our Consulting Q&A and find like-minded Interview Partners to connect and practice with!
Back to overview

Case interview Accenture Digital: Digitising client experience

Hi, I have  a case interview coming up with Accenture digital. How would you approach the following case: A big pharmaceutical company is looking to reshape it's client explerience. How could you help?

2
9.1k
41
Be the first to answer!
Nobody has responded to this question yet.
Top answer
Deleted
Coach
on Sep 24, 2018

Hey there,

Having done a customer experience case before, a useful way to structure it is to think about this is to break it down in terms of the "Customer Journey" - i.e. how your customers interact with you, and at each point what are the pain points and how you can improve it (in this case, specifically through digitisation.

In the example of a big pharma, if we assume customers are hospitals / research facilities, a way to break down the customer journey could be:
 

  1. Originating clients - i.e. attracting first time clients or first time buyers of products, finding information about pharmas available online
  2. Purchasing / sourcing- process of completing orders, checking out online
  3. Delivery - managing delivery
  4. Support - Support in case of issues, information available, online/phone support

Once you have broken down, identify key pain points and areas where you can improve. Once you have identified these, proposing solutions that leverage digital / digitization. For example, across the journey above.

  1. Pain point: Hard to find information online. Fix: Provide an easy to use, interactive catalogue with drop down menus to find relevant drugs
  2. Pain point: no online check-out, have to order on phone. Fix: add online check-out
  3. Delivery: Clients cannot track when order will arrive. Fix: Add delivery tracker 
  4. Support: Difficult to contact customer service in case of issues, long wait times on the phone. Fix: Add FAQ online, add Interactive Voice Recognition on phone, add online chat.

Above are just examples, but this is in general a good way to think about customer experience.

Hope this helps!

Alessandro

Deleted user
on Sep 24, 2018

Just some ideas: 

  1. Think about who the pharma company's clients really are. Are they patients (as for many OTC companies), or rather hospitals or doctors? Makes a huge difference
  2. Then: Are we talking generics (i.e. Sandoz) or brand-name companies doing original research (i.e. Novartis). Generics companies are very much sales driven, while the key challenge for the "research" companies is managing the funnel of research projects 
  3. Also, in digitisation, keep in mind the stakes involved reg. privacy and safety. If some customer loyalty app goes down, maybe some people are pissed because they lost their points. If an app to improve treatment adherence doesn't work properly, people die. 

Obviously, these are not concrete answers, but rather some pointers about your reference frame in which to think. 

Hope this helps

2
Similar Questions
Consulting
Revolut Case interview
on Mar 01, 2025
Global
5
12.6k
Top answer by
#1 rated McKinsey Coach
358
5 Answers
12.6k Views
+2
Consulting
Case on Framework Structure - Market Entry
on May 09, 2024
Global
5
2.2k
Top answer by
Tiago
Coach
ex-BCG Consultant & Interviewer | +150 interviews | Tackle any case w/o memorizing frameworks | Harvard MBA
48
5 Answers
2.2k Views
+2
Consulting
Final round interview
on Jun 11, 2024
Global
5
2.1k
Top answer by
#1 rated McKinsey Coach
43
5 Answers
2.1k Views
+2
How likely are you to recommend us to a friend or fellow student?
0 = Not likely
10 = Very likely
Thanks for your feedback! Your opinion helps us make PrepLounge even better.