![Should pharma companies try to delight customers?](https://blogs.sas.com/content/customeranalytics/files/2013/05/1Urbaniak1.jpg)
Pharmaceutical companies (“Pharma”) operate in a very complex environment – to begin with, their customer is usually referred to as “the patient” and it gets more complicated from there. The relationship between Pharma and the patient is not always a direct one, and whether or not the customer is “delighted” often