If you have knowledge, let others light their candles by it Margaret Fuller Klynn Alibocus Independent eBusiness Consultant [email protected].

“If you have knowledge, let others light their candles by

it” Margaret Fuller

Klynn AlibocusIndependent eBusiness Consultant

[email protected]+ 44 (0) 79 89 67 50 45

Content

•Customer Intelligence Systems

•Effective Intranets•Business Intelligence Systems

•Conclusions

Customer Intelligence

Systems

Goal and Objectives• Service your customers/consumers

better• Unify the companies interaction with

your customer/consumers• Form strong alliances/partnership with

beneficial companies• Consistently look for new opportunities• Provide a stronger platform for Cross–

Company communication• Make use of all information collated

What is Intelligence?

Knowledge with certainty is Wisdom

Intelligence with synthesis is Knowledge

Information with inference is Intelligence

Data with focus is Information

Today’s Situation?• Are there multiple “Touch Points” of interactions

within your company?– Clinical trials– Medical information– Call centre– Sales Rep– E-mail– Symposiums

• This creates multiple views of Customer/Consumer

• Are you leveraging the information/knowledge gained from these interactions?

• Is information stored on multiple databases that are disparate from each other?

Traditional interaction

Doctor Smith

ETMSETMS

Sales rep

Doctor Smith

Medical information

MedicalInfo

database

MedicalInfo

database

Doctor Smith

Clinical trials

Clinical databaseClinical database

Doctor Smith

Symposiadatabase

Symposiadatabase

Symposia details

Patient of Dr smith

Call Centredatabase

Call Centredatabase

Call centre

The integration challenge

Customer

Influences and relationships

Economic andsocial environment

Clinical and medical policies and practice

Prescribing behaviour

Clinical trials

Contact history

Special projects or relationships

Best practice processes

SalesMarketing

Customer Services

Medical information

CRA’s

General Management

E-mail

Internet and web sites

Now you have all these channels and information…..

….you need to be able to put

the whole picture together to manage relationships and

derive knowledge

Scenario.. “a seamless experience”

Dr Smith a KOL calls the Oncology hotline to ask about paediatric dosing of productX

1

June searches the query and asks for feedback on the symposia. June answers Dr Smiths question and then suggest that a rep drop off a seminar summary

4

Based on his customer priority he is passed to a Customer Service Representative operative June”.

2

June receives the call and Dr Smiths profile on the screen. This shows that he recently participated in an Oncology symposia

3

Reviewing his profile on the customer contact database June checks that Thursday after 3pm is still his preferred time for a sales rep to visit

5

A message is then sent to Lauren a Sales rep to follow up with Dr Smith, the meeting is automatically entered into her on-line scheduler

6

Scenario.. “a seamless experience”

Lauren retrieves the meeting request via her PDA/ mobile phone and confirms the appointment.

7

Lauren calls on Dr. Smith with a summary of the symposia, and discusses his reactions to data presented on productX

From Dr Smiths profile Lauren knows that he is a high prescriber and KOL in paediatric Oncology medicine.

8

Lauren reviews the notes from the call centre interaction and sees that he liked the company symposia but has some questions

9

Lauren records details of the call including some competitor intelligence and flags the call for the PM. Dr Smith would also like regular e-mail alerts

11

June reviews Laurens contact update and flags Dr Smith for the weekly Oncology e-mail news update.

1210

WARNING!!

• Not all customers are worth the same.

• Pareto’s principal 20% of customers account for 80% of sales.– Trick is to identify which customers

• Effective Market Analysis• Segmentation

– And how best to service them• Channel Optimisation

Mark

et

Pote

nti

al

+

-

- +AZ minded

Invest

Forget

Maintain

Indulge

Where and how do you compete?

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%

Company MS (%)

To

tal

Th

erap

y A

rea

Mk

t. (

KU

)Territory Area Mkt v Company Market Share

+4.3%= 1900 Units

T6

+4.3%= 650Units

T3

> 3 fold differenceAre we allocating the same investment,time, effort in both these Territories?

T2 T1

T4T5

Investment•1 to Int. Conf•3 clinical trials

Investment•1 to Int. Conf.•1 clinical trials

Investment•2 clinical trials

Investment•2 to Int. Conf•3 clinical trials

Investment•1 to Int. Conf.•3 clinical trials

Investment•2 clinical trials

Size of circle = % Market Growth

Customer Matrix Breakdown

IndulgeMost attractive to you, and you are relatively strong. Devote time to these top customers - you should be able to achieve Key Partner Status

InvestMost attractive to you, but you are relatively weak. Devote time to developing people

MaintainLess attractive to you, but your relationships are strong. Manage your efforts economically with these customers

• Forget– Less attractive to you and you are relatively weak.

Make your mind up; are they worth chasing? Deal with on a tactical and opportunistic basis

Credit CardPlatinum

Credit Card Gold

Credit CardCore Tier

‘Tiering ‘ the customer offer..high

highlow

low

Ongoing customer value

Serv

ice E

xp

ect

ati

on

s

Forget

Low volume user

High User1 product

High User2 Products

High volumeMulti-Product user

Effective Intranets

Goal and Objectives• Supports Field Force efficiently,

effectively and consistently• Create an active learning culture within

the company• Facilitate a learning culture amongst the

company• Provide a stronger platform for Cross–

company communication• Make use of all information collated

Ideal intranet

Focused Business Functionality required

• Personalisation• Current news• Alerts• Message Boards• Balanced scorecard• Intranet filing system• Streaming video/web cams• SMS/ mobile email messaging

Business Intelligence

System

Goal and Objectives• Supports Field Force with up to date

information• Provide a stronger platform for Cross–

Company communication• Make use of all information collated

24/7 365 automated surveillanceThe internet is over 1 billion pages, and is the major source of information, content changes hourly , with a BI solution you can kept up to date with:•Competitive Intelligence •Brand Management •Marketing Intelligence •Partner Management, Supplier Management The solution can:•Spot trends quicker•Be fully automated•Build on line archives of information

Conclusions

All of these initiatives will fail if• There is no positive culture change• Integrated communication plans are

not in place• A strong team dynamic is not in place

Don’t stop now!• CRM is not a one off magic pill, needs

continual investment to change the way you do things

• Business processes need to be in place before and during initiation, backend infrastructure audited, right team-working atmosphere created within Depts. & across Depts., as well as across the whole company.

• Constant evaluation necessary to keep ahead!