Intro:
One of the global leaders in the pharmaceutical industry was facing challenges conducting sales processes within a complex sales landscape. Customer information and interactions were scattered across multiple systems, requiring sales representatives to gather necessary information from various sources to carry out call preplanning and effectively achieve their sales goals. This procedure was time-consuming and prone to errors.
What we did:
C&F closely observes how our customers leverage data and systems which collect certain information. We also discuss with our clients, identify their challenges and needs on how to optimize the process of data usage to generate better insights and increase their analytical performance to get an edge over the competition.
One of the key elements of the company’s strategy and next best action approach is knowledge about their clients. We know that robust client data is gathered via multiple solutions in multiple contexts, then stored and leveraged using a number of systems. In order to get the best out of it, C&F has created an approach of a Single Stop Shop for client information. We have built a custom plugin for Veeva CRM which is injected directly into the system. The plugin pulls certain customer information from Veeva but enriches it with robust data from external systems (like Customer360 data). We are supplementing standard customer CRM data info with marketing data, channel affinity, events, web actions, campaigns etc. and mapping it with available Veeva data to create a full, robust Customer profile directly within the already used ecosystem. Our FFR solution streamlines the pre-call prep process, meetings with HCPs and Doctors – FFR consolidates customer data and rep activities in one place in one single plugin displayed within Veeva system for seamless experience and usability. Based on a custom data consumption layer built on a global, company-wide data repository, the profiles encompassed not only complete customer information but also frequent transaction updates and interactions.
The key features of the solution were:
- Full integration with the client’s existing systems, incorporating the tool as a user-friendly tab within the CRM
- Matching and integrating customer interaction data and creating a single source of truth based on an analytical data warehouse
- The validation of integrated data is important to ensure high data quality
- Enhanced user-friendly features to display recent touchpoints and occurrences of specific products
- Seamless language localization capabilities for effortless page translation to accommodate multiple local languages
Benefits:
The implementation of our solution yielded significant results for our client:
- Comprehensive customer information that is equivalent to or exceeds that which is obtained during offline meetings. Sales forces that are empowered with data-driven decision-making capability and enhanced effectiveness of sales strategies
- Sales representatives spend less time on calls when they preplan
- The solution was rolled out to multiple new markets worldwide, and thousands of users had no performance issues and no licensing costs
- Additional versions of the application have been created to showcase contextual information for selected Accounts and Sales Reps
