To enable this capability, the Accenture and AstraZeneca team designed, built, tested and deployed Oracle's Siebel Analytics 7.7.1 using Informatica ETL (extract, transform and load) processes. The Siebel Analytics design and implementation effort involved developing 22 custom subject areas to support business analysis, integrating four sales data sources, developing 85 ETL processes to support automated processing of business information and developing 1,500 business metrics to support flexible analysis.
This solution component, which was delivered through a suite of 15 online analytics dashboards, enables office and field-based teams to access key business metrics and assess their performance against targets.
Accenture also collaborated with AstraZeneca's UK marketing company to design and deploy a mobile information management solution that extended the Siebel business solutions to 1,200 field sales representatives. Built on Dell PDA devices and using Oracle's Siebel Field Service software, this solution component enables AstraZeneca's sales force to improve productivity, access customer and account details, record customer interactions and call notes, update customer profiles and access information that will prepare them for their next customer meeting. Finally, to ensure that the UK marketing company field and office-based teams would use the new customer relationship management tools to their greatest advantage, Accenture spearheaded a comprehensive change program that included training UK marketing company staff on the new system via e-learning, classroom and one-to-one methods, and developing and rolling out a full communications program.
As part of this change initiative, Accenture worked closely with the UK marketing company to improve a number of business processes, including call planning and interaction capture, as well as other key marketing, medical, user support, post-call and help desk processes. Throughout the project, Accenture focused on delivering an innovative, high-quality solution within a challenging time frame. Toward this goal, the Accenture and AstraZeneca team facilitated cross-functional workshops and continually exposed users to the solution as it was being developed. They conducted iterative testing of solution components, minimized Oracle's Siebel software customization and system workflows/authorizations and held weekly meetings with AstraZeneca executives to closely track progress against milestones.