Case Study | Customer: Coloplast A/S
www.coloplast.com
Coloplast Corporate Headquarters in Humlebæk
Source: Coloplast
Coloplast A/S set up Oracle On Demand in 2011 to standardize
its processes and increase efficiencies globally
Coloplast A/S is one of the leading producers of medical devices, ranked among the
world’s top 25 innovative enterprises. In 2011, it made the decision to replace local
CRM systems at its 30 subsidiaries with a global cloud-based system. The system
currently serves roughly 2,000 end users, with plans to include other subsidiaries.
In 2014, the firm integrated the marketing cloud with CRM On Demand.
Case Study | Customer: Coloplast A/S
The customer
The project
The mission of Coloplast A/S is to make life easier
for people with personal and intimate medical
conditions. The business includes ostomy care,
urology and continence care and wound and skin
care. Founded in 1957 in Denmark, the company
today has over 10,000 employees spread across
subsidiaries in over 40 countries.
At first, ec4u focused on rolling out the global
CRM template and standardizing processes and
KPIs at as many subsidiaries as possible. As the
project progressed, ec4u concurrently developed the template and adapted it to new requirements raised by subsidiaries. Moreover, ec4u
integrated the data warehouse and marketing
cloud into the system.
In the fiscal year 2014/2015, Coloplast generated
global revenues of €1.87 billion.
Customer benefits
Global launch of a leading cloud-based CRM
standard platform
Global standardization of CRM processes
backed by the deployed technologies
Greater efficiency through standardized
administrative processes and simplified remote
access to user information
Services
Implement a CRM system, customer
modifications, JavaScripts, workflows
Roll out the global template in over 20 countries
Adapt CRM processes to customer’s technical
processes
Integrate into the system environment
The challenge
Lifescience companies face very special
challenges,
mainly
because
they
belong to the most highly regulated industry
in the world. The requirements for the global
CRM system comprised not just Coloplast’s high
demands on its responsibility towards the
welfare of patients, data privacy, and
customer loyalty, but also industry and customerspecific needs. At first, the main purpose was to
resolve issues faced at various subsidiaries
through the new global CRM system, to simplify
the IT infrastructure and cost structure, and take
advantage of economies of scale and synergies.
The potential of the CRM system became
quite apparent during the rollout phases.
It was possible to implement sales and
marketing processes worldwide to support the
departments in their daily tasks, resulting in a
measurable rise in efficiency.
The transformation from passive patient to
active consumer is redefining healthcare.
Coloplast wants to play an important role in
that change and aims to be a trusted guide for
consumers in a world of information overload. In
2013, Coloplast established a target of reaching
1,000,000 consumers worldwide and create a
direct dialogue that will empower people to live
the life they want to live.
Consequently, the original IT driven CRM
project developed into a strategic investment to
standardize and improve business and customer
processes.
ec4u expert consulting ag | Zur Giesserei 19-27B | DE-76227 Karlsruhe | Tel +49 (0) 721 46 476-100 | Fax +49 (0) 721 46 467-299 | [email protected] | www.ec4u.com
© ec4u expert consulting ag. All rights reserved. Any marks, products, and logos that appear herein are copyrights of their respective owners. All textual material is solely for i nformation purposes, and subject to change without
prior notice. ec4u expert consulting ag makes no representations or guarantees whatsoever as to the correctness or completeness of this publication.
Case Study | Customer: Coloplast A/S
Success story: A global CRM system facilitates standardization of
processes and opens up new paths to boost customer loyalty
Preparation:
The purpose of setting up a global CRM system was
to standardize processes and key ratios across all
subsidiaries and thereby enable a 360-degree view of
customers and the competitive landscape. Hence, ec4u
created a global template to maximize the effectiveness
of subsequent rollout phases in over 20 countries.
Coloplast selected a specialized lifesciences version
of Oracle CRM On Demand to meet the unique
requirements of that industry, and set it up close to
the standard version. Once this no longer fulfilled
Coloplast’s expectations and concerns arose about
the system’s technical limits, Coloplast hired ec4u to
conduct a feasibility study and introduce measures
to guarantee sustained utilization of the system.
ec4u proposed a host of changes and improvements
that led to rapid and measurable enhancements.
Execution:
Selection of a CRM system in a cloud allowed
sales to access its data and the system at any
time, without going through the corporate network.
ec4u devised and applied a security approach to
address the inherent data protection challenges
posed by such a highly accessible system.
Furthermore, ec4u integrated a business-critical
ordering process template to the existing ERP
system to offer patients the best possible service.
ec4u worked closely with Coloplast to develop and
execute a plan in phases to handle the complex task
of rolling out the system in over 20 subsidiaries. This
called for migration workshops and administration
training sessions in the respective subsidiaries to
guarantee high quality data migration. Moreover, this
approach enabled Coloplast to address businesscritical requirements rapidly and effectively
and transfer them into the global CRM system.
Once the strategic value of a global CRM system
became increasingly evident, ec4u’s experienced
consultants assisted Coloplast with architecturerelated issues, and helped transfer industry-specific
business processes into the CRM system. In 2014,
customer loyalty became the focus, and in order
to improve this, ec4u set up an Oracle marketing
cloud, among others, and integrated it fully into the
CRM system.
“ec4u expert consulting ag demonstrated its competency and dependability as a project partner,
one we could work with effectively throughout the rollout program. We received excellent advice
from day one and are very pleased with the smooth execution of the CRM project.”
Lone Bundgaard, Vice President
ec4u expert consulting ag | Zur Giesserei 19-27B | DE-76227 Karlsruhe | Tel +49 (0) 721 46 476-100 | Fax +49 (0) 721 46 476-299 | [email protected] | www.ec4u.com
© ec4u expert consulting ag. All rights reserved. Any marks, products, and logos that appear herein are copyrights of their respective owners. All textual material is solely for i nformation purposes, and subject to change without
prior notice. ec4u expert consulting ag makes no representations or guarantees whatsoever as to the correctness or completeness of this publication.