Case study: Elevating customer experience across a global medical device organization.
Summary
We partnered with the quality organization of a leading global pharmaceutical and medical device company to help transform Customer Experience (CX) from a collection of initiatives into a shared cultural mindset.
Through connected storytelling, leadership amplification, and sustained engagement platforms, we helped unify multiple functions around a common CX narrative—one that clearly linked day-to-day work to real impact for customers, clinicians, and patients. The result was stronger alignment, increased engagement, and a visible shift toward CX as a shared responsibility across the organization.
The challenge
Customer Experience in a large medical device organization touches everything: engineering, quality, operations, leadership, and frontline teams. While meaningful CX work was happening across the enterprise, those efforts were often fragmented, making it difficult to create shared ownership, celebrate impact, or build momentum around a common purpose.
The Quality organization had a clear directive:
- Connect CX efforts across functions
- Elevate the people behind the work
- Reinforce CX as a core driver of trust, outcomes, and patient impact
They needed a way to move CX beyond isolated initiatives and into a recognizable, repeatable, and engaging enterprise narrative.
Our strategy
Building on a multi-year partnership supporting Quality storytelling about their unique impacts, we applied the same philosophy to Customer Experience: when people see the impact of their work, they engage more deeply, and culture begins to shift.
Our approach focused on creating a connected CX ecosystem through storytelling, engagement, and leadership visibility.
Cross-functional storytelling
We partnered closely with diverse teams across the organization to surface real stories that demonstrated how curiosity, care, and collaboration improve outcomes. These stories showed CX in action, grounded in real work, real people, and real results.
A unified CX platform
To sustain engagement, we helped create an integrated storytelling and communications platform, including:
- A recurring CX newsletter designed for quick, accessible engagement
- Feature stories and team spotlights that translated CX thinking into real-world impact
- Promotions for training, tools, and recognition programs that turned awareness into participation
Together, these elements created a steady rhythm that kept CX visible and relevant across the organization.
Recognition as a culture builder
We supported the launch and storytelling around an enterprise-wide CX recognition program, spotlighting individuals and teams who delivered wins that made a tangible difference for customers and patients.
Through internal campaigns, videos, and retrospectives, we helped show how celebrating great CX work fuels more of it—reinforcing pride, inspiration, and shared standards for excellence.
Leadership amplification
We also worked closely with senior leaders to strengthen their external voice, using platforms like LinkedIn to highlight CX wins, cross-functional collaboration, and the organization’s commitment to customers.
This leadership visibility extended the internal CX movement outward, building credibility, pride, and alignment both inside and outside the organization.
The impact
Over time, Customer Experience evolved from a set of programs into a shared way of working.
Key outcomes included:
- CX becoming a recognizable, enterprise-wide commitment rather than a siloed initiative
- Deeper collaboration across engineering, quality, and business teams using a common CX language
- Sustained engagement with CX stories, recognition, and communications
- Increased leadership visibility and alignment between CX efforts and enterprise priorities
Key takeaways
This case study demonstrates how Boshā helps organizations:
- Unite multiple functions under a shared, inspiring narrative
- Build engagement platforms that scale and endure
- Connect internal pride with external credibility
- Turn storytelling into strategy—and strategy into culture
From Quality to Customer Experience, the throughline remains the same: when people understand the impact of their work and feel part of a shared mission, they don’t just engage—they become ambassadors for the brand.
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