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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.

The firm’s 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

departments—from the customer’s perspective and experience—was 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.

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 Group’s used its proprietary

1to1® Touchmap, outlining the complete set of interactions with its customers from

the customer’s 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.

“Creating a customer touchmap was critical to understanding

our customer processes and where to focus for the best ROI.”

Director, Global Business Integration Group

Peppers & Rogers Group Case Study

Animal health pharmaceutical organization uses Peppers & Rogers Group

1to1®

 Touchmap to drive return on investment 

Peppers & Rogers GroupServices Implemented 

Strategy

Current State Assessment

Customer-based Strategy Development

Gap Analysis

Best Practice Benchmarking

Process Design 

1to1® Current State Touchmap

1to1® Future State Touchmap (Blueprin

Customer Valuation Assessment

Customer Needs Assessment

 Momentum Building/Implementation

CRM Roadmap andBusiness Case Development 

Industry: Animal Pharmaceutic

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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 needsand 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 thecustomer 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 CRMsoftware 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 requisiteenabling technology, the business case quantified the financial impact of each

recommendation. 

1to1® Touchmap findings,

 combined with the customer val

 and needs analysis, estimated a

 total return on investment for th

 company of $11-20 million over

 3-year period. 

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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 company’s 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 3-

year 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 company’s 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.