Industry: Animal Pharmaceutical

Peppers & Rogers Group Case Study

Animal health pharmaceutical organization uses Peppers & Rogers Group

1to1 Touchmap to drive return on investment

Creating a customer touchmap was critical to understanding

our customer processes and where to focus for the best ROI.
Director, Global Business Integration Group

the situation
An enterprise-wide commitment to customer focus
A Fortune 500 global animal health company sought to enhance its competitive edge
by implementing a customer-based strategy.

Peppers & Rogers Group

Services Implemented
Strategy
Current State Assessment
Customer-based Strategy Development

The firms management team determined the success of its customer strategy required
an enterprise-wide commitment to improve and unify all departments interactions
with customers. An understanding of current processes across various touchpoints and
departmentsfrom the customers perspective and experiencewas deemed critical
to mapping the scope and potential impacts of the overall initiative. The company
sought a proactive customer-centric approach that leveraged synergies among sales,
marketing, customer care and back-office processes in a way that would generate
loyal and profitable customer relationships.

Gap Analysis
Best Practice Benchmarking
Process Design
1to1 Current State Touchmap
1to1 Future State Touchmap (Blueprint)
Customer Valuation Assessment
Customer Needs Assessment

the solution
Creating a unified customer view
Peppers & Rogers Group worked with the global animal health firm to create a
customer-based strategy that began by identifying customer process efficiencies and
opportunities company wide. Through a series of interviews and assessments, the
team discovered areas in which departments could improve processes and customer
interactions.
To specifically illustrate their findings, Peppers & Rogers Groups used its proprietary
1to1 Touchmap, outlining the complete set of interactions with its customers from
the customers perspective, showing the current state of data flows, resource
allocation and information systems across multiple channels. The 1to1 Touchmap
was used to identify overlapping areas of customer interaction as well as recommend
approaches to simplifying and strengthening customer relationships.

Momentum Building/Implementation
CRM Roadmap and
Business Case Development

Additionally, the 1to1 Touchmap pinpointed customer-based best practices already

in use that should be further refined for greater impact. For example, one department
kept extremely detailed records of all customer interactions due to regulatory
mandates. Peppers & Rogers Group helped identify the necessary customer data
elements to be captured, aligned data collection strategies with departmental needs
and prioritized information gathering data relative to the current processes of each
functional area.
By showing data flows, data stores and silos, the 1to1 Touchmap illustrated how and
when information systems worked together, where there were stand-alone databases
and how customer data should flow to maximize benefits. The 1to1 Touchmap also
identified areas through which customers found difficulty navigating, which
contributed directly to a less than optimal customer experience and higher attrition
levels. For example, customers found the automated 800 number menu to be
extremely confusing and often experienced long wait times. Peppers & Rogers Group
outlined a revised workflow that optimized an automated process for both the
customer and the company.
After creating a current state 1to1 Touchmap, Peppers & Rogers Group designed a
future state blueprint to identify technology requirements for the new system,
ensuring that the system meet the business needs of the new customer-focused
strategy. The blueprint outlined the necessary customer information to be captured as
well as new workflow processes across touchpoints to reduce redundant efforts.
Additionally, the blueprint included recommendations for employees who regularly
interacted with customers on how new technology and methods could help them do a
more efficient and effective job. By combining the future state blueprint with a
comprehensive list of business technology requirements used to help select a CRM
software provider, Peppers & Rogers Group was able to prioritize updates to the
existing information systems to help minimize data silos and ultimately, customer
dissatisfaction and attrition.
To illustrate the financial benefits of the new workflows and processes, Peppers &
Rogers Group created a detailed business case linking potential gains directly to the
implementation of the future state blueprint. The business case outlined
recommendations for improvement as well as specific action steps and timing for
implementation. Creating a customer touchmap was critical to understanding
our customer processes and where to focus for the best ROI, says the Director,
Global Business Integration Group. To justify the recommendation and requisite
enabling technology, the business case quantified the financial impact of each
recommendation.

1to1 Touchmap findings,

combined with the customer value
and needs analysis, estimated a
total return on investment for the
company of $11-20 million over a
3-year period.

the impact
Customer centricity delivers bottom line impact
The 1to1 Touchmap identified opportunities in several key areas: customer
satisfaction and retention; managing customers from a common profile; using
customer value scores and shared customer data to create efficiencies. By linking
these opportunities with a parallel customer value and needs assessment, Peppers &
Rogers Group also offered recommendations on prioritizing service levels and
marketing expenditures to the companys top customers.
1to1 Touchmap findings, combined with the customer value and needs analysis,
estimated a total return on investment for the company of $11-20 million over a 3year period. Some specific items included a return of $2.7-5.5 million for
improvements in customer issue resolution. Peppers & Rogers Group also calculated
a benefit of $.9-1.6 million by implementing cross-functional teams to prioritize
service for the companys most valuable customers.

For more information

Contact Jennifer Monahan at 203-642-5377.
For more information about Peppers & Rogers Group, please call 203-642-5121
or visit us on the web at www.1to1.com.