Leading Life Sciences Company
Implementing Technology to Become More Customer-Centric.
The client is a leading life sciences company specializing in life saving therapy development, manufacturing, and distribution.
The Challenge. The client currently enjoys a premier position in its marketplace as it continues to exceed growth and profit targets and receive high customer satisfaction scores.
In order to maintain its competitive advantage and withstand potential changes in the business and marketplace, the client needed to drive the organization to become more customer-centric. More specifically, as part of its growth strategy, it recognized that it needed to continue to strive for excellence in serving its customers, as well as increase both the efficiency and effectiveness of its customer-facing functions.
The client’s sales, marketing and customer service organizations approached their CRM initiative as a business discipline that focused on becoming customer-centric to enable them to provide:
- Tailored product and service offerings based on anticipating customer need
- Seamless experience for the customer no matter what point of contact
- A single and consistent view of the customer across the enterprise
Specific challenges included:
- Due to non-integrated processes, the client had multiple inefficiencies and ‘work-arounds’, lack of timely and accurate data for forecasting and customer service, and insufficient IT support and services
- The client’s environment was becoming more patient/consumer-centric and more direct contact with patients was required
- The client’s $700 million in revenue was at risk due to the changing competitive landscape
Capgemini approach. Our approach involved:
- Using our CRM Strategy Alignment and CRM/Siebel methodology, we designed and implemented a CRM platform which was tailored to meet the overall business needs of the client, as well as the functional needs of the client’s two sales forces, customer operations and marketing divisions.
- Provided the client new capabilities, as well as access and visibility into nightly updated information that was available to all users or was not dispersed among various locations. Functionality included customer account and contact information, activities, service requests, literature fulfillment, contracts, orders, inventory, FAQ’s, sales calls, and product information.
- Integrated a knowledge management component into the client’s future state framework. In addition, defined a set of FAQ’s to be used as part of Customer Operation’s processes when dealing with a customer, provided a means for new FAQ’s to be created, and developed a space for knowledge to be captured and accessed.
Value delivered. Siebel sales, marketing and customer service activities were successfully implemented. Capgemini will continue coordinating CRM activities for this client, as well as other companies in the life sciences industry.
More specifically, the following benefits were realized:
- Capgemini helped to develop the client organization so it could effectively manage its ongoing customer service infrastructure, while providing a common platform across the entire organization.
- Assisted the client in developing the necessary tools, processes, and procedures in order to provide the highest quality service to its customers.
- Provided the client with a framework for attaining the desired level of customer service - including the strategy, technology infrastructure, knowledge database structure, change management guides, and training materials.
- Offered the client a vision of its future growth potential and advancement via continued augmentation and enrichment of its initial CRM strategy.
