November 10, 2025- In business, everything begins and ends with the customer experience. In the competitive and highly regulated world of medical sales, the quality of the customer’s journey is no longer a bonus – it’s a necessity. From the initial point of contact to post-sale support, every interaction shapes how healthcare providers perceive not just a product, but the company behind it.
Repertoire Magazine recently sat down with Lisa Ford, an expert in customer experience, to discuss what exceptional customer service looks like in 2025, what drives customer loyalty, and how leadership plays role in creating a customer-focused culture.
The customer experience in 2025
For over 40 years, Ford has helped companies, businesses, associations, and teams figure out how to be more customer focused and create those memorable experiences for their customers. In that time, she has seen the whole breadth of the customer experience, from top to bottom, bad to good.
As for what the customer experience looks like in 2025, Ford said, “Customer service today is much more customized and personalized to the customer. But I do think there’s a lot that hasn’t changed – the basics of human contact are still in place and need to be. Those human skills, empathy skills … Great listening, just knowing how to finesse someone in problem situations, finding solutions. All that remains the same when you’re one-on-one with the customer.”
Continue Reading in the latest issue of Repertoire Magazine.