If you have knowledge, let others light their candles by it Margaret Fuller Klynn Alibocus...
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Transcript of If you have knowledge, let others light their candles by it Margaret Fuller Klynn Alibocus...
“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
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!