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CLIENT CASE STUDY


High performance delivered with cloud-based call center

Accenture helps large global pharmaceutical company achieve high performance through a new cloud-based call center in less than 4 months.

Overview

A large global pharmaceutical company was looking to accelerate its growth, improve cross-divisional collaboration and drive increased productivity so that it could extend its lead in innovation. However, the company was using three to four disparate call center vendor systems for multiple brands, resulting in poor quality of data collected during sales calls and lack of customer insight.

Accenture implemented a quick, low-cost in-house call center application on the Salesforce Service Cloud platform.

As a result, the new single system helped the client reduce costs, become more efficient and flexible, and is now able to respond to its customers better.

The client discovers, develops, manufactures and markets pharmaceutical drugs across the globe.

Its products and services address the prevention, diagnosis and treatment of diseases, enhancing the well-being and the quality of life of customers.

It is engaged in the following therapeutic areas: cardiovascular diseases, neuroscience, dermatology, infectious diseases, inflammatory and autoimmune diseases, metabolic disorders, oncology, hematology, respiratory diseases, transplantation and virology.

Opportunity

The client was looking to accelerate its growth, improve cross-divisional collaboration and drive increased productivity so that it could extend its lead in innovation. However, the company was using three to four disparate call center vendor systems for six to eight brands, which resulted in a poor quality of data collected during sales calls and lack of needed customer insight.

Different brands using different call center vendors also led to inefficiencies and increased costs. For example, there was typically a large gap between the time the sales targets were identified and when the sales calls could be made.

Due to field sales force downsizing, mature products and a need to reach customers with minimal investment, the client needed a call center platform that could be set up relatively quickly.

Solution

The client chose Salesforce as the platform to support its outbound call center as part of its multi-channel marketing initiative.

Accenture implemented the in-house call center application on the Salesforce Service Cloud platform.

This new capability provides one consolidated platform for its users in the United States, tasked with launching and maintaining all tele-detailing campaigns.

Accenture's solution also tightly integrated the Salesforce application into the client's multi-channel marketing data hub. This enhanced 80 percent of the targeted physician profiles which were critical to the sales teams.

Results

Accenture tapped into its Global Delivery Network to design, build and deploy a new Salesforce application to support the call center in under four months.

Additionally, the platform provided a great amount of flexibility for the client. Daily data updates from the new call center system to the client’s multichannel marketing data hub provided them with up-to date-information on how campaigns were running and how future waves should be adjusted.

This gave the client the ability to quickly react to changing business needs and roll out changes with a low-cost operations team to support outbound telesales campaigns. The client was also able to create more flexible sales scripts on the Salesforce platform.

The new system’s flexibility dramatically decreased the ramp-up time needed to bring a new campaign on board from two months to three to four weeks.

Implementing the new system decreased call center vendor costs by over 40 percent by allowing the client to rely on its own system rather than on outside vendors.

As a result of the implementation, which leveraged the Salesforce Service Cloud platform, the client reduced costs, increased efficiency, and is better able to respond to its customers' needs using data from the call center.