DESIGN ∙ TRANSFORM ∙ RUN Gianni Giacomelli Senior Vice President Head of Genpact Research Institute Chief Marketing Officer http://www.genpact.com/home/industries/life-sciences/multi-channel- customer-experience PROVIDE VISIBILITY STEER EFFECTIVENESS EXECUTE ACTIONS Pharma Multi-channel Customer Experience Intelligent Operations SM Reimagine customer engagement across channels with tech, analytics that work, for positive patient outcomes and brand advocacy
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Reimagine customer engagement across channels for positive patient outcomes and brand advocacy
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DESIGN ∙ TRANSFORM ∙ RUN
Gianni GiacomelliSenior Vice PresidentHead of Genpact Research InstituteChief Marketing Officer
Pharma Multi-channel Customer Experience Intelligent OperationsSM Reimagine customer engagement across channels with tech, analytics that work, for positive patient outcomes and brand advocacy
Smart ProcessesDesign, transformation and operations support generate real impact by aligning tightly to measurable business outcomes thanks to proprietary SEPSM framework
Smart Decision ServicesGenpact Data-to-Action AnalyticsSM leverage Intelligent Process Insight EngineSM and advanced organizational delivery models
Smart Technology Genpact Digital harnesses effective, agile technology including Genpact Systems of EngagementTM and effective Core IT services
Changing market dynamics need better cost management
• Pressure on margins: patent expiries, generic competition, declining R&D productivity, reforms require better patient outcomes at lower costs
• High cost and low returns of traditional sales & marketing model shift focus on alternate channels
• Slow growth in mature markets prompts investment in emerging markets, new therapeutic areas and specialized medicine
• Affordable Care Act changing patient demographics and increasing volume of insured patients but reducing pricing power
• Customer interactions are increasing in volume and importance pushing companies to understand customers, engage through relevant information, boost adherence and improve customer experience
• Connected and informed customers empowered by mobile, web and social media exercise greater influence on healthcare decisions
• Decline of ‘blockbuster’ model, and greater emphasis on specialty medicines creating need for patient support and engagement
Evolving market dynamics, and empowered customers are increasingly demanding better engagement at lower costs
Multi-channel customer experience ► Industry challenges
Collections and Customer ServiceAccount activation, maintenance and servicing | Dispute managementEnterprise Technology and BIEnterprise applications | ADM and system integration | Platforms | Master data management
Wealth and Securities
Corporate and Investment
• Fund administration
• Contributions, withdrawal
• Trade processing and settlements
• Asset servicing
Risk ManagementBasel II testing | Advanced IRB risk modeling | SOX control testing | Market and credit risk | Treasury analytics | Portfolio monitoring
NON EXHAUSTIVE
IT a
nd
An
alyt
ics
En
able
men
tO
rgan
izat
ion
Pro
cess
Create insights from data to drive decisions
Measure, benchmark, design
Transform towards best-in-class
Run cost-efficiently
Sales & Marketing support
• Tele-detailing (B2B)
• Promotional product information (B2C)
• Sales support / lead generation
• Inbound and outbound campaigns
• Order management
Medical Information and patient support
• Adverse event and product quality complaint reporting
• Patient support and adherence programs
• Product information – OTC consumers, Rx patients,
• Divergent customer engagement processes across a complex category, brand and countries
• Limited CRM and data management
• Stringent regulatory scrutiny
• Process design with customer journey maps
• Hub and spoke model consolidated 125+ countries, 40+ languages into 9 hubs with analytics command center
• Real-time insights with integrated CRM, social media analytics and reporting tools
• Setup and optimize specialized service desks for medical information, reception/directory services, customer service and website support to support operations in Netherlands
• Developed process maps to standardize call handling and identify downstream and upstream linkages
• Robust process measures around key SLAs
• Specialized hiring and training programs
• Customer satisfaction scores increased to 92%
• Robust compliance with 100% accuracy in flagging adverse event and product quality complaints
• 94% calls responded within 20 seconds
• Early alerts for potential product quality issues or recall
• Uniform customer engagement model across all countries
• Actionable brand/marketing and product insights from sentiment and behavior analysis
Genpact (NYSE: G) stands for “generating business impact.” We design, transform, and run intelligent business operations including those that are complex and specific to a set of chosen industries. The result is advanced operating models that support growth and manage cost, risk, and compliance across a range of functions such as finance and procurement, financial services account servicing, claims management, regulatory affairs, and industrial asset optimization. Our Smart Enterprise Processes (SEPSM) proprietary framework helps companies reimagine how they operate by integrating effective Systems of EngagementTM, core IT, and Data-to-Action AnalyticsSM. Our hundreds of long-term clients include more than one-fourth of the Fortune Global 500. We have grown to over 68,000 people in 25 countries with key management and a corporate office in New York City. Behind our passion for process and operational excellence is the Lean and Six Sigma heritage of a former General Electric division that has served GE businesses for more than 16 years.
For more information, visit www.genpact.com.
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The Genpact Research Institute is a specialized think tank harnessing the collective intelligence of Genpact – as the leading business process service provider worldwide - its ecosystem of clients and partners, and thousands of process operations experts. Its mission is to advance the “art of the possible” in our clients’ journey of business transformation and adoption of advanced operating models.