The organization faced a large transition to the new CRM platform (IQVIA OCE Sales & Marketing) with the goal of increasing collaboration across business functions alongside empowering unified and transparent dialogues with HCPs. With an initial scope comprising +35 affiliates, the ability to balance a unified rollout and adoption with a dedicated understanding of each affiliate’s organizational- and technical setup was vital.
With a solid base of experience, we were identified as a firm fit to drive the two complementing project streams:
1. Rollout & Anchoring of CRM Platform
An end-to-end rollout of the OCE CRM Platform with supporting adoption initiatives to a sub-group of affiliates
2. Development of Commercial Reporting Platform
The expansion and development of a commercial reporting platform in Qlik Sense, empowering users with standardized regional multichannel and sales reporting via training and dedicated upskilling
With more than 1000 users in scope, the rollout of the new OCE CRM Platform was highly complex. To secure buy-in and a successful anchoring of the new platform as well as new ways of working, the rollout was structured around some core principles:
In line with the launch of the new OCE CRM Platform, efforts to increase standardized performance tracking of CRM and sales activities across functions were initiated. This resulted in the expansion and development of a new reporting platform in Qlik Sense built on AWS to integrate multiple data sources. The outset for the reporting solution comprised to enable the right insights at each level of the organization to create value and transparency with a standard regional fit. Building upon the data from the new OCE CRM Platform, a solid Qlik Sense reporting suite was established.
To nurture the commercial reporting platform’s launch, a 2-month conceptual launch model with clear service offerings was developed, taking into consideration the fluctuating reporting and system experience across affiliates. To assist the launch and adoption progress in the best possible way, all affiliates were assisted through 5 phases.
Across the two project streams, a variety of adoption and go-live initiatives were offered to support a strong anchoring of the OCE CRM Platform and the Qlik Sense Reporting suite among end-users. More specifically, a customized training program was delivered to a group of super-users, who were upskilled in training and implementing the two platforms in the daily operations of end-users. As part of go-live, supporting training material in the form of ‘how-to’ videos, quick guides, FAQs, exercises, and webinars were offered to all users. A dedicated hyper care period with follow-up sessions and reinforcement surveys played a critical role in the further adoption across the affiliates.
At the final state of the project, all involved affiliates completed the structured approach to the launches of the new OCE CRM platform and Qlik Sense Reporting Suite. 35 affiliates were off to a flying start allowing each to strengthen and align objectives internally while supporting their customers’ individual needs and customer journey.
With the iterative way of approaching the rollouts and launches, the processes were continuously redefined based on the valuable learnings, securing an even better experience for the new users at hand. Thus, with an iterative approach, dedicated training sessions along with the establishment of supportive learning platforms, more than 1000 users were ultimately empowered to set cross-functional targets and objectives in the OCE CRM Platform while performing standardized regional multi-channel and sales reporting in Qlik Sense to track progress on customer engagements.