Coloplast Corporate Headquarters in HumlebækSource: Coloplast

Case Study | Customer: Coloplast A/S

Coloplast A/S set up Oracle On Demand in 2011 to standardize

its processes and increase effi ciencies globally

Coloplast A/S is one of the leading producers of medical devices, ranked among the world’s top 25 innovative enterprises. In 2011, it made the decision to replace local CRM systems at its 30 subsidiaries with a global cloud-based system. The system currently serves roughly 2,000 end users, with plans to include other subsidiaries. In 2014, the fi rm integrated the marketing cloud with CRM On Demand.

www.coloplast.com

Services

Implement a CRM system, customer modifi cations, JavaScripts, workfl ows Roll out the global template in over 20 countries Adapt CRM processes to customer’s technical

processes Integrate into the system environment

The customerThe mission of Coloplast A/S is to make life easier

for people with personal and intimate medical

conditions. The business includes ostomy care, urology and continence care and wound and skin care. Founded in 1957 in Denmark, the company today has over 10,000 employees spread across subsidiaries in over 40 countries.

In the fi scal year 2014/2015, Coloplast generated global revenues of €1.87 billion.

Customer benefi ts

Global launch of a leading cloud-based CRM standard platform

Global standardization of CRM processes

backed by the deployed technologies Greater effi ciency through standardized

administrative processes and simplifi ed remote access to user information

ec4u expert consulting ag | Zur Giesserei 19-27B | DE-76227 Karlsruhe | Tel +49 (0) 721 46 476-100 | Fax +49 (0) 721 46 467-299 | info@ec4u.com | www.ec4u.com

Case Study | Customer: Coloplast A/S

© ec4u expert consulting ag. All rights reserved. Any marks, products, and logos that appear herein are copyrights of their respective owners. All textual material is solely for i nformation purposes, and subject to change withoutprior notice. ec4u expert consulting ag makes no representations or guarantees whatsoever as to the correctness or completeness of this publication.

The projectAt fi rst, ec4u focused on rolling out the global CRM template and standardizing processes and KPIs at as many subsidiaries as possible. As the project progressed, ec4u concurrently develo-ped the template and adapted it to new requi-rements raised by subsidiaries. Moreover, ec4u integrated the data warehouse and marketing cloud into the system.

Lifescience companies face very spe-cial challenges, mainly because they belong to the most highly regulated industry in the world. The requirements for the global CRM system comprised not just Coloplast’s high demands on its responsibility towards the

welfare of patients, data privacy, and customer loyalty, but also industry and customer-specifi c needs. At fi rst, the main purpose was to resolve issues faced at various subsidiaries through the new global CRM system, to simplify the IT infrastructure and cost structure, and take advantage of economies of scale and synergies. The potential of the CRM system became quite apparent during the rollout phases. It was possible to implement sales and marketing processes worldwide to support the departments in their daily tasks, resulting in a measurable rise in effi ciency.

The challengeThe transformation from passive patient to active consumer is redefi ning healthcare. Coloplast wants to play an important role in

that change and aims to be a trusted guide for consumers in a world of information overload. In 2013, Coloplast established a target of reaching 1,000,000 consumers worldwide and create a direct dialogue that will empower people to live the life they want to live.

Consequently, the original IT driven CRM project developed into a strategic investment to standardize and improve business and customer processes.

ec4u expert consulting ag | Zur Giesserei 19-27B | DE-76227 Karlsruhe | Tel +49 (0) 721 46 476-100 | Fax +49 (0) 721 46 476-299 | info@ec4u.com | www.ec4u.com

Case Study | Customer: Coloplast A/S

© ec4u expert consulting ag. All rights reserved. Any marks, products, and logos that appear herein are copyrights of their respective owners. All textual material is solely for i nformation purposes, and subject to change withoutprior notice. ec4u expert consulting ag makes no representations or guarantees whatsoever as to the correctness or completeness of this publication.

Preparation:

The purpose of setting up a global CRM system was to standardize processes and key ratios across all

subsidiaries and thereby enable a 360-degree view of customers and the competitive landscape. Hence, ec4u created a global template to maximize the effectiveness of subsequent rollout phases in over 20 countries.

Coloplast selected a specialized lifesciences version of Oracle CRM On Demand to meet the unique

requirements of that industry, and set it up close to the standard version. Once this no longer fulfi lled Coloplast’s expectations and concerns arose about the system’s technical limits, Coloplast hired ec4u to conduct a feasibility study and introduce measures

to guarantee sustained utilization of the system. ec4u proposed a host of changes and improvements that led to rapid and measurable enhancements.

Success story: A global CRM system facilitates standardization of processes and opens up new paths to boost customer loyalty

Execution:

Selection of a CRM system in a cloud allowed

sales to access its data and the system at any

time, without going through the corporate network. ec4u devised and applied a security approach to address the inherent data protection challenges posed by such a highly accessible system. Furthermore, ec4u integrated a business-critical ordering process template to the existing ERP system to offer patients the best possible service.

ec4u worked closely with Coloplast to develop and execute a plan in phases to handle the complex task of rolling out the system in over 20 subsidiaries. This called for migration workshops and administration training sessions in the respective subsidiaries to guarantee high quality data migration. Moreover, this approach enabled Coloplast to address business-critical requirements rapidly and effectively and transfer them into the global CRM system.

Once the strategic value of a global CRM system became increasingly evident, ec4u’s experienced consultants assisted Coloplast with architecture-related issues, and helped transfer industry-specifi c business processes into the CRM system. In 2014, customer loyalty became the focus, and in order to improve this, ec4u set up an Oracle marketing cloud, among others, and integrated it fully into the CRM system.

“ec4u expert consulting ag demonstrated its competency and dependability as a project partner,

one we could work with effectively throughout the rollout program. We received excellent advice

from day one and are very pleased with the smooth execution of the CRM project.”

Lone Bundgaard, Vice President