North America Survey Reveals Better Customer Data Essential to Digital Transformation - Seite 3

Research Highlights
Veeva 2020 Customer Reference Data Survey Report

The Veeva 2020 Customer Reference Data Survey Report examines the current state of customer reference data within life sciences companies across North America. The findings represent the experiences and opinions of more than 234 life sciences professionals focused on customer data. The research aims to understand the priorities, drivers, barriers, and progress towards accurate, quality customer data, and its role in advancing the business

Quality Customer Reference Data is Essential for Field Force Effectiveness

• Nearly all (97%) respondents indicated that customer data was important for field force effectiveness and strategic business planning. 96% agreed on the importance of customer data for account-based selling and territory planning (93%).
• Accurate customer reference data has a moderate to major impact on field user experience using CRM, including field rep compliance (78%), productivity (88%), and satisfaction (86%) with CRM.

Understanding of HCP/HCO Relationships is Limited

• 81% of respondents have moderate to no visibility into the relationships between HCPs and healthcare organizations (HCOs).
• Visibility into hierarchies and affiliations data was the second most important data quality attribute, with 57% listing it among their main areas of focus.

Data Quality Initiatives are a Priority

• 46% of respondents plan to invest in new customer reference data sources over the next year.
• 35% plan to outsource or invest in more data stewardship services.
• 27% plan to switch to a new system to house and/or maintain data.
• 26% plan to switch to a new primary data provider.

Strong Data Stewardship is Critical to Data Quality

• When it comes to validating data change requests from field users, 63% of respondents say their organizations have an internal data stewardship team, 46% outsource stewardship to their reference data provider, and 20% outsource it to another third-party service provider.
• The majority of respondents (59%) say it takes five business days or less to resolve a data change request (DCR).
• 27% say DCR resolution takes 6-10 business days.

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