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:
- Originating clients - i.e. attracting first time clients or first time buyers of products, finding information about pharmas available online
- Purchasing / sourcing- process of completing orders, checking out online
- Delivery - managing delivery
- 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.
- Pain point: Hard to find information online. Fix: Provide an easy to use, interactive catalogue with drop down menus to find relevant drugs
- Pain point: no online check-out, have to order on phone. Fix: add online check-out
- Delivery: Clients cannot track when order will arrive. Fix: Add delivery tracker
- 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!