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DESIGN ∙ TRANSFORM ∙ RUN
Gianni GiacomelliSenior Vice PresidentHead of Genpact Research InstituteChief Marketing Officer
http://www.genpact.com/home/industries/life-sciences/multi-channel-customer-experience
PROVIDEVISIBILITY
STEER
EFFECTIVENESS
EXECUTEACTIONS
Pharma Multi-channel Customer Experience Intelligent OperationsSM Reimagine customer engagement across channels with tech, analytics that work, for positive patient outcomes and brand advocacy
DESIGN • TRANSFORM • RUN 2© 2015 Copyright Genpact. All Rights Reserved.
We design, transform and run the intelligent enterprise operations that strengthen our clients’ competitiveness
Genpact ► Overview
*US$22B is a cumulative figure since 2006
*Cumulative figure since 2006
Wh
at w
e d
o Help leaders of some of the largest enterprises
…design, transform and run
…business-critical operations including the very complex and industry-specific
Ho
w w
e d
o it
Smart Enterprise Processes (SEPSM) crystallizes operational and domain expertise, rigor inherited from GE
Achieve Intelligent OperationsSM through Systems of EngagementTM, Core IT and Data-to-Action AnalyticsSM
The strength of a large company, but flexible solutions; top management directly involved with clients
Unbiased and agile solutions limit upfront costs, reach results faster and enhance adaptability
Our impact
We make clients more competitive:
• More efficient, effective
• Able to better manage costs, risks, regulations, and support growth
The results: US$22B*+ of impact for 800 global clients
DESIGN • TRANSFORM • RUN 3© 2015 Copyright Genpact. All Rights Reserved.
Domain + Technology + Analytics + Operations = Reimagine processes, build Intelligent Operations
Genpact Intelligent OperationsSM
EXECUTE
ACTIONS
PROVIDE
VISIBILITYSTEER
EFFECTIVENESS
EXECUTE
ACTIONS
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
Genpact Intelligent OperationsSM
DESIGN • TRANSFORM • RUN 4© 2015 Copyright Genpact. All Rights Reserved.
Industry challenges
Solution
Impact
Case studies
DESIGN • TRANSFORM • RUN 5© 2015 Copyright Genpact. All Rights Reserved.
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
Empowered patients demand greater engagement
DESIGN • TRANSFORM • RUN 6© 2015 Copyright Genpact. All Rights Reserved.
…
Location 2
ENGAGE MEASURE TRANSFORM IMPROVE
Cus
tom
ers
OperationsHubs
Analytics andInnovation
Initiatives Businessfunctions
ContactChannels
DecisionForums
Location 1
Analytics
Innovation
Medical information
Regulatory
Quality
Supply chain
Consumer relations
Distributor
Strategic• Brand strategy• Advertising• New product
development• Organizational design• Channel strategy• Partnerships
Operational• Process improvements• IVR improvements• New models / analytics• Research
enhancements• New data sources• SOP changes• Marketing campaigns
Global operations footprint
Advanced analytics, measurement and
industrialized innovation
Accountable for implementing
change across the business
Creating lasting improvements
to business performance
Seamless multichannel
delivery
Rapid and proactive
collaboration to drive change
Operational review board
Quality council
Transformation ideation
Executive board
Innovation council
Global relationship board
Reimagine customer touch points with an integrated, collaborative solution using process, technology and analytics
Multi-channel customer experience ► Solution ► Approach
DESIGN • TRANSFORM • RUN 7© 2015 Copyright Genpact. All Rights Reserved.
Insight-led, customer centric multichannel contact processes ensure compliance, generate revenue while reducing costs
Multi-channel customer experience ► Solution ► Portfolio
Enterprise Processes
Core Industry Operations
• Pitch book creation
• Debt and equity research
• Asset-backed finance
• Database management
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,
healthcare professionals
Intelligent OperationsSM
DESIGN • TRANSFORM • RUN 8© 2015 Copyright Genpact. All Rights Reserved.
Enabling efficiency, effectiveness and compliance with intelligent multi-channel customer experience operations
Multi-channel customer experience ► Impact
Timely and actionable insight into the product development, marketing and brand strategy
• Data-driven insight led operations can reduce cost per contact by up to 5-7% year-on-year
• Reduce cost of sales and improve campaign by complimenting field sales and supporting commercial activities
Reduced costs of operations
Higher customer loyalty
Improved safety and compliance
Greater agility
• Customer centric processes increase engagement throughout the lifecycle of the customer experience and boost loyalty
• Proactive patient support to ensure adherence and support revenues
Ensure compliance to regulations by proactively detecting and responding to adverse events and product quality seamlessly issues across channels
DESIGN • TRANSFORM • RUN 9© 2015 Copyright Genpact. All Rights Reserved.
Multi-channel customer experience ► Case studies
Genpact’s multi-channel customer experience solutions realize measurable impact
Challenge Solution Impact
• 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
Global pharmaceuti-cal leader
Global pharmaceuti-cal leader
DESIGN • TRANSFORM • RUN 10© 2015 Copyright Genpact. All Rights Reserved.
Fragmented data-to-insight and insight-to-action processes lead to suboptimal customer experience, hurt competitiveness
Multi-channel customer experience ► Case study ► Challenges
Consolidate, Report
PROVIDEVISIBILITY
Correct Strategy and Targets
• Limitations on channels and languages supported across regions
Operate• Inconsistent global customer contact operations
experience
STEER
EFFECTIVENESS
EX
EC
UT
EA
CT
ION
S
2
1
3
4
5
Lack of integrated CRM systems resulted in poor data visibility across the enterprise
Fragmented data resulted in inaccurate and delayed insights, poor understanding of consumer needs resulting in suboptimal customer experience
Lack of proactive engagement with consumers
Consumer feedback not harnessed for improved product development, and process improvement
ILLUSTRATIVE
SIMPLIFIED
DESIGN • TRANSFORM • RUN 11© 2015 Copyright Genpact. All Rights Reserved.
Multi-channel customer experience ► Case study ► Intelligent OperationsSM
Intelligent operations driven by analytics, drive customer engagement, increase brand “love”, improve C-sat
Continuous learning• Optimize self help • implement new models/analytics
approach• Improve product portfolio’s based on
analytics outcomes• Brand and channel strategy, marketing
and promotional effectiveness• Research enhancement, New data
sources and SOP changes
4
4
Gather feedback
PROVIDEVISIBILITY
Consolidate, Report
Analyze
Run data-to-insight• Implement global CRM to extract data• Implemented specialized IPIE• ACoE for contact center, consumer
experience, social media analytics, brand/ad research
2
EX
EC
UT
EA
CT
ION
S
Operate
Measure
• Identify target outcome: Customer engagement, brand love, revenue growth
• Identify metrics: C-sat, TAT, call volume
1
STEER
EFFECTIVENESS
CorrectStrategy and
Targets
Improve execution practices • Operational command Center to control 9
consumer hubs• Social media engagement playbook• Process improvements• IVR improvements• New data sources/SOP changes• Marketing campaigns
3
Implement
ILLUSTRATIVE
SIMPLIFIED
DESIGN • TRANSFORM • RUN 12© 2015 Copyright Genpact. All Rights Reserved.
About Genpact
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.
Follow Genpact on Twitter, Facebook, LinkedIn, and YouTube.
© 2015 Copyright Genpact. All Rights Reserved.
Genpact Research Institute
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.
www.genpact.com/research-institute