Helping Customer-Centric Culture Take Off and Soar in Multi-National Organisations

September 19, 20179min

Sonia Bhatia Salmin has, for the last three years, been responsible for the gargantuan task of implementing a customer-centric agenda in a pharmaceutical company that stands among the top 100 on the planet.

As Head of Customer Experience at Mumbai-based Piramal – a global firm with a presence in over 100 of the world’s markets – Sonia is the umbilical cord between the very top of the conglomerate to the everyday user of their products.

A judge at the upcoming Gulf Customer Experience Awards, Sonia took time out of her packed schedule to tell CXM World how she performs her incredible role of keeping a mega-company’s focus on the customer at all times. 


Before she took on the role of Head of CX at Piramel, Sonia spent the best part of a decade as a Senior Cabin Crew member with one of the world’s most influential airlines, British Airways.

It was while ensuring the utmost satisfaction of countless passengers at 30,000 feet that she sharpened the skills necessary to chart similar high-flying success in her next role.

With her feet firmly back on terra firma, Sonia was hired in 2014 by Piramal Enterprises – the largest branch of the Piramal Group – to create a company structure that from the top to the bottom has its sights set on customer satisfaction.

Foraying into the pharmaceutical industry from the aviation industry was initially a challenge, but although the two industries are very different, the principals of customer experience remain the same,” she explains.

However, it was a challenge to change mindsets in an organisation as diverse as a firm with so many sides to it, and many international locations.

This was because CX was initially viewed as a passing fad, but I was able to make people believe it is worthwhile for a company as a whole.”

Sonia spent a year overhauling attitudes to customer centricity by identifying good practices for implementation, and diligently brought the entire leadership of the firm on board with her vision.

CX follows a top-down approach and, therefore, it is essential that the top management endorses the initiative from day one,” she said.

At Piramal, I had the support of our CEO and CFO, but the bigger task was to make the entire organization aware of this process.

A series of leadership meets and workshops were conducted where the entire focus was on helping everyone understand what is customer centricity, why is this important for Piramal, and how it will add value to the organization in future.

The mission of Piramal was understood: we wanted to be a company where people come because of the superior customer experience and the quality of the products.

So, eventually all the leaders connected and understood the importance of this initiative.”

Each of the organisation’s dozen sites had their own customer journeys mapped, with Sonia identifying areas for improvement, and at every stage possible enhancing the CX factor.

We have manufacturing plants, where the workers would have never met the customer they were creating the products for,” Sonia continued.

We took the customer to them, allowing the staff to hear stories of exactly how these medications were helping patients – in many cases changing their lives entirely for the better.

They met with the customer, talked to them, and at the end of the process the staff understood, with each member thinking ‘Ok, I’m working for a really worthy cause, let’s keep it up’.

If the staff don’t know the value of their roles, they may fail to be excited about coming to work.”

Key customers praised Piramal’s CX practices – such as annual customer surveys – as the key differentiator between it and its rivals at a recent Drug, Chemical and Associated Technologies Association (DCAT) event in New York.

It’s not just about taking the survey, what is more important comes after – connecting to the customer and understanding how we can improve our services. The customers value this very much.

We are the first pharma company to have added Net Promoter Scores. We do an extensive analysis for each of our sites on how customers have rated us and, as an organization, are aggressive about turning passives and detractors to promoters.  We have really built up the trust between the customer and the company.”

Implementing customer centricity is a job that will never stop for Sonia while her talents grace Piramal. Every day she seeks out innovative ways of connecting the firm with its customers.

Social media continues to be a great way to help us understand out product users. Without it we would be unable to work as fast and as effectively as we do. It’s an invaluable tool, and we wouldn’t have as firm a grasp as we do on what a customer is looking for.”

Sonia predicts that that much more is possible in terms of companies implementing successful CX strategies, insisting that the “peak” is yet to come, but will do so through further development of aids such as software and analytics.

CX is in its infancy, and it’s an exciting time for any company that wants to truly understand who their customer is,” she added.

“This is something that should be understood by each and every member of that organisation.  It’s exactly what we did at Piramal – we helped everyone understand that although we are making formulations for big pharma companies, these are actually being developed into medicines that are used by patients, so our end customers are these patients.

“Our CEO communicated the message to everyone that their roles could save lives, and hence were as important as doctors, who wouldn’t be able to save lives without the medicines we manufacture.

Even with our Business Development team, we helped them understand that just selling is not going to add value unless the customer has a good experience.

“Only when they have this experience end-to-end will the customer come back to us, and, will we get more business from them.”

Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.

Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.



UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Paul Ainsworth

For general inquiries, advertising and partnership information:
Tel: 0207 1932 428

For Masterclass enquiries:
Tel: +44 20 86385584

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN


Find a job in customer support with Jobsora


vape: blue vape ohio vape juice ban vape ban michigan vapor solutions the vault vape ecig tank kits cannoli vape juice how to use a sub ohm vape dubtown vape custom mechanical mods vape store franchise vapor bomb vape smoke side effects does vape set off fire alarms vape ohms law calculator free vapor kit smok h priv 2 225w vape kit ss vape wire cvs vape smok vape bands rba vape coil vaping advertising to youth gas mask vape big vapor pens joyetech teros ecig sigelei 30w mod nike vapor speed fairway wood kamry ecig solid to gas voopoo too one battery or two type of ecig personalities g priv 220w mod black ice vape juice v2 ecig charger candy cane vape juice brand design your own e cigarette iced honeydew melon vape juice cbd vape review e cigarette news how to blow smoke rings hookah e cigarette usb car charger grenade ecig mod vaping and teeth do ecig cause oil glands to block what is a vaping device crown uwell coils how to clean tank coils e cigarette troubleshooting guide vape mods box e cigarette for smoking cessation vaporizer cleaning is smoking vapor bad for you smok how to change coil vandy vape mesh 24mm rta best vape box mod for clouds tsa vapes kangertech nebox starter kit 4 battery vape voopoo pixel art vapr shop

male enhancement: my wife sex terry bradshaw erectile dysfunction herbal medicine for sex love sex images how to make a woman feel good in bed tadalafil without a doctor prescription roman viagra male nipple enhancement goodrx sildenafil define erect fda approved male enhancement pills ed in your 20s buying pain meds ginseng for men is viagra good for you alpha titan no2 how to cancel forhims best ginseng for ed alternative to cialis penis size stories penis excersises romans promo code average size of erect male organ sildenafil generic name how to make your dick biger at home fish oil and testosterone do steroids shrink your penis perscription cialis ring on penis penis size and race how to help penis growth leydig cells location herbal male enhancement sex strokes t booster how big is a dick best sex pill for men i can only get so erect blue chew pills penis enlargement doctors where can you buy nugenix my penis size male fertility vitamins gnc l arginine for ed dosage penis teen how to make your dick grow faster buying prescriptions online free viagra tablets better than cialis all natural sleep aid define impetant type of drugs science of sex normal penis size sex to do list male enhancement exercises youtube how grow a bigger pennis maca powder dangers male enhancement gadgets extenze plus walmart

weight loss: shark tank weight loss pill episode flaxseed for weight loss weight loss 4 hormone health and weight loss reviews green tea benefits weight loss where can i get weight loss pills weight loss plus quick home exercises for weight loss keys to weight loss organifi green juice weight loss elle mills weight loss chi machine weight loss weight loss stalled on keto keto pills walmart 800 calorie diet weight loss rate japanese 2 day diet pills reviews gnc products for weight loss weight loss headset pancreatic cancer weight loss zeta trim diet pills reviews blender recipes for weight loss jennifer lopez weight loss paleo diet reviews weight loss biblical weight loss program diabetes pill for weight loss yellow weight loss pills weight loss surgery houston cost weight loss herbs supplements absolute weight loss clinic very best diet pills vibrating weight loss machine vitamins to lose belly fat cinnamon for weight loss reviews medi weight loss diet plan weight loss adipex optima weight loss keely brosnan weight loss yanhee diet pills strong weight loss dizziness fatigue diet pills slim sota weight loss program cost best diet pills for high blood pressure nuts weight loss fast weight loss pills prescription envy weight loss pills reviews b12 2500 mcg weight loss common diet pills fasting 2 days a week weight loss best diet pills alli center for medical weight loss cymbalta and diet pills yoga at home for weight loss fin diet pills ip weight loss pills ronnie jersey shore diet pills rapid weight loss hammond la gnc best diet pills 2013 weight loss surgery nashville protein only diet weight loss carolina pain and weight loss

cbd oil: can you bring cbd oil on a plane cheap places to eat melbourne cbd adhd cbd oil cbd oil for cats near me cbd flower strains green roads cbd reddit funny cbd memes cbd froggie boneyard cbd hemp oil with no thc or cbd is cbd in hemp oil why is my cbd oil turning brown cbd oil insurance cbd vape juice texas how do you feel on cbd cannabis ph pain relief with cbd cbd dip can you take cbd oil while on chemo extra strength cbd oil michigan cbd oil laws cbd oil failed drug test green lotus cbd reviews why marijuana should be illegal essay cronos cbd best cigarette tubes hairdresser darwin cbd cbd oil legal colorado cbd and bug bites plugging cbd oil mixing terpenes with cbd oil cbd oil company pain away oil omnitrition mct cbd oil how to get the most high why cbd coffee gilbert chiropractors a bloody good vaping cosme de review cbd alcohol withdrawal positive production cbd and muscle growth why medical marijuana should be legal essay best cbd vape oil brands celtic therapeutics cbd blog posts effects of cbd oil on diabetes organic full spectrum cbd what states cbd oil legal cbd oil neuropathy health ranger store cbd oil infinite cbd vape juice is cbd oil illegal in michigan how long does cbd tincture stay in your system organic cbd oil for ego aio vape bluum lab cbd advice for taking cbd oil does cbd impair driving cbd oil benefits medical marijuana inc flying with cbd oil