Benchmarking for 2025: Understanding the Life Science Customer Experience

As life science researchers continue to elevate their experience expectations, understanding current perceptions of customer experience enables suppliers to identify areas of improvement and benchmark against their key competitors. In 2025, we continued a longitudinal study to support suppliers looking to improve their customer experience strategy. The outcome is our latest report, Benchmarking for 2025: Understanding the Life Science Customer Experience.

This study offers an in-depth analysis of the performance of 28 different suppliers across multiple years (2016, 2018, 2019, 2020, 2021, 2022, 2023, 2024, 2025), with a deep dive into how supplier strategies have shaped customer experience scores over time. In the 2025 edition, we asked 751 scientists to score suppliers on their ability to meet customer needs across key touchpoints in the pre-purchase, product, and post-purchase experience. We also asked life scientists to assess the current and potential impact of tariffs and how effectively companies have been in communicating and setting pricing expectations.

The report includes a Tableau workbook and will allow you to:

• Uncover and compare single and multi-year customer experience performances for 28 leading brands.
• Explore touchpoint-specific trends since 2016.
• Gain insights into customer satisfaction drivers across different market segments and regions.
• Track generational shifts in customer experience expectations.

The Tableau workbook is fully interactive, and can be used to export charts for presentations, further research, or other needs. Whether you’re looking to focus exclusively on your company’s performance or gain insights by benchmarking against select competitors – the Tableau workbook will equip you with the insights you need to understand where you can leverage your strengths and improve on key customer touchpoints. Our team can provide tutorials for navigating this report upon request.

Study Objectives  

• Understand and compare single and multi-year customer experience performance for 28 brands.
• Explore customer satisfaction on specific touchpoints associated with the pre-purchase experience, product experience, and post-purchase experience.
• Understand the relative importance of specific attributes for customer experience.
• Determine supplier rankings and long-term trends in customer experience since 2016.
• Assess the impact of tariffs on purchasing experiences