How we improved Distributor satisfaction for our Pharmaceutical client

Our client is a leading pharmaceutical company. They wanted to find out what their distributors think about them and how satisfied they are.

Numr conducted email and telephonic surveys to find out our client’s relationship with their distributors.  


Our client wanted to-

  1. Find out distributor satisfaction at every single touchpoint
  2. Find out factors that have the highest impact on distributor satisfaction
  3. Benchmark against close competitors
  4. Gain actionable insights that they can use for decision-making
  5. Get granular distributor-level and management reports

Numr Solution


Numr created a CX survey based on the client’s requirements. Since, the original NPS question, ‘How likely are you to recommend us to your friends/colleagues?’ was not applicable to distributors, we changed it.  

Instead, we asked the Satisfaction Question. That is,  

‘How satisfied are you with us?’

It was asked on a 5-point scale, ranging from very dissatisfied to very satisfied.  


Numr firmly believes that comments are the best source of customer feedback that might get missed in a structured survey.  

Therefore, an open-ended comment box followed the detailed questionnaire. We then used Text Analytics to analyse it.  


This survey was a wide network survey. Our client wanted to find out its perception among distributors as compared to its competitors.  


We used Intuitive Association to form word clouds and find out the keywords that distributors associate with our client vs the competition.  

Some of the phrases we used were-

1. Product quality

2. Growth

3. Portfolio breadth

4. Relationship management

5. Innovation/Differentiation, etc.  


  1. Our client has a satisfaction score of 55%, which means it is moderately satisfying its customers.
  2. The phrase that distributors association the most with them is ‘Product Quality’
  3. The least associated phrase is ‘Speed of execution.’
  4. Our client is performing at par with the competition, with their ‘Brand Equity’ being far better. On the other hand, they could focus on their ‘Pricing’ strategy to do even better.  

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