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The 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.
Life science companies face very special 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-specific needs.
At first, 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 efficiency.
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-specific 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.