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

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UT

EA

CT

ION

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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. 

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© 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