INNOVATIVE CUSTOMER SERVICE

ICS had its humble beginning in the year 1995 venturing in to Formulation Marketing. ICS started its operation in the state of Ahmedabad, Chennai, Delhi, Mumbai four major metro cities with a field force of 10 Medical Representatives. Subsequently expanded its operation to all the states of Southern, Western and Eastern India by 2009. ICS is an India company with 48 Medical reps and 4 managers by the Fiscal 2013-14. ICS is a pharmaceutical company in the Therapy area of Cardio-diabetic segment. It has established powerful, unique Molecules. ICS has set up a world class, state of the art manufacturing facility at Ahemdabadfor which US FDA and MHRA accreditations are approved. This facility is spread over 55000 square feet, with latest equipments and machinery for manufacturing products with assured quality control and quality analysis. In addition a Formulation R&D is set up for launch of innovative formulations. ICS has grown by 100% in the last five year with CAGR of 26% with a turnover of 30 Million INR in the fiscal 2012-13. With aggressive product introductions and geography expansions, ICS is poised for a phenomenal growth in the coming years.

VISION: To become the most respected pharmaceutical company in India with Science and Innovation CORE VALUES 1. Respect for Individuals and Ideas 2.Quality across all functions 3.Long term association with all business partners 4.Profitable growth and value creation for all stake holders 5.Need satisfaction of all customers MISSION: To become the leaders in cardio-diabetic therapeutic segments in coming year. BUSINESS MODEL:Good innovative Products, Well trained and knowledgeable People and Robust Processes. TURNOVER OF THE COMPANY: We are covering four metros: CITY Ahmedabad Chennai Delhi Mumbai SALES PER MONTH (00000) 20 30 30 40 1.2 Cr

So, turnover annually -

DIVISION: Cardio-diabetic No of Medical Representative: CITY Ahmedabad Mumbai Delhi Chennai NO OF MEDICAL REPRESENTATIVE 9 15 12 12 48

TOTAL NO OF DOCTORS COVERED ALL OVER IN INDIA SPECIALITY DIABETOLOGIST CARDIOLOGIST CONSULTING PHYSICIAN GENERAL PHYSICIAN TOTAL AHEMDABAD 135 180 450 315 1080 MUMBAI 225 300 750 525 1800 CHENNAI 180 240 600 420 1440 DELHI 180 240 450 400 1270

CRM DOCTOR SPECIALITY DIABETOLOGIST CARDIOLOGIST CONSULTING PHYSICIAN TOTAL AHEMDABAD 10 10 20 40 MUMBAI 15 15 30 60 CHENNAI 10 15 25 50 DELHI 10 15 25 50

TOTAL CRM DOCTORS ARE: 200

DIVISION AND PRODUCT PORTFOLIO (MIN 10 PRODUCT) MOLECULES : 1. Metformin (500mg,750mg,1000mg) 2. Metformin + Glimepiride 3. Sitagliptin + Metformin 4. Metformin + Voglibose 5. Atorvastatin + Vitamin D3 6. Telmisartan 20/40/80 mg 7. Telmisartan + Hydrochlorothiazide 8. 9. 10.

PRODUCT & CRM DOCTOR MATRIX

Specialties Products 1234-

CRM ARCHITECTURE The system architecture implements the process architecture regarding (1) The applications which provide the functionality for the process portals and the CRM processes. (2) The integration solution which provides semantic and syntactical compatibility for homogenized customer data, and regarding. (3) The technical infrastructure for the secure technical connectivity. The infrastructure architecture uses standard Internet technology. Company has developeddecentralized system architecture. To avoid incompatible customer data and the implementation of multiple different systems, corporate guidelines determine the each countrys configuration: The application architecture which reflects the functional requirements in the processes marketing (analytical and mailing functionalities), sales (functionalities for planning and reporting of visits, expense, sample and congress management), and service (functionalities for call centers, e.g. automatic call recognition). The ERP application is used for product management, ordering, and sales; the CRM application for call center, sales force, and marketing purposes. The customer information platform (CIP) is a key element of the integration architecture. CIP defines a customer data model and methods to integrate local and corporate customer data. Both CRM and ERP supply and use data from the CIP which consists of a data warehouse and master data management solution (MDM). The data warehouse integrates data from various heterogeneous systems and consolidates data for reporting purposes. MDM harmonizes the different field names and customer ID numbers into a corporate standard. Standard configurations have also been developed for portals where a solution from BEA/ATG has been selected

ICS

IMIP PLATFORM More active and informed patients increasingly influence the choice of drugs and reduce the physicians role as decision-maker.

CRM as an all-embracing approach, which seamlessly integrates sales, customer service, marketing, field support, and other functions that touch customers By systematically collecting and analyzing information on customer contacts CRM aims to maximize the lifetime customer value Different physician types and patients depending on their disease.Patients with chronical diseases are long-term patients who invest time inunderstanding their disease as well as possible medication alternatives. Patientswith acute diseases are often only interested in standard information on combating symptoms to overcome their disease. CRM should also aim at expanding the needs of this segment, e.g. from short-term illness to long-term wellness For example, chronical bronchitis patients could be provided in-depth information on cortisone and antibiotics as well as various drugs which are necessary during the course of their illness. Patients with acute diseases could be offered standard drug information to combat high temperatures, chest pains or coughing and general prevention advice. For example, a physician who works with diabetes patients equipment for blood analysis can also be offered drugs for preventing weight problems (cross-selling). The same applies within individual product lines to support sales of a higher-grade product (up-selling). Systems for Territory Management (TMS) or Sales Force Automation (SFA) have been in operation for some time and support the sales force in visiting physicians on a regular basis.

Call centers and portal applications for physicians as well as for patients. Examples are portals for specific diseases (e.g.Diabetology) or products (e.g. Aspirin). The physicians process focuses on patient treatment, i.e. providing advice and prescribing drugs. Included areknowledge management, i.e. systematic archivingof information from medical journals or newsletters, professional development i.e. continuous medical education (CME) with online seminars etc. Patient data management, i.e. the storage of patient data and their medical histories, and backoffice, i.e. all administrative activities. Call centers are a major element in service area. A single telephone number (contact point) has been established for questions regarding products. Calls are automatically routed to the person or department concerned, depending on the call and the type of support required. CRM supports call centerstaff with detailed, up-to-date customer information.

TECHNOLOGICAL TOOLS Software used for CRM: T3 CRM Features T3 CRM is web-based CRM software T3 CRM leverages the benefits of adding more value to the end users by providing many enterprise features, such as Marketing Automation, Pre Sales, Post Sales, Accounts, Sales Force Automation, Help Desk, Projects, Sub Projects, Products, Vendors, Sales Quotes, Orders, Invoices, Reports, Business, Intelligence & Dashboards, Security Management. USP of T3 CRM

Fully Customizable as per Industry Low per User cost as compared to sales Force , Net Suite & Microsoft Dimanics Quick Implementation with customization (Average is 20 days) Customization is free throughout your Subscription Period

Marketing Automation

Campaign management: helps company to understand how many leads have come in from what kind of adv campaign. Sub Campaign Management: Helps you create a larger campaign and create sub campaign under that.

Campaign Expenditure: All outgoing Expenses towards a campaign can be tracked. Direct Lead Capture: from Website, Mass Emails sent, Micro Sites, Adwords campaign Sales Force Automation Lead Management

Rule Based Lead Allocation: Leads are allocated to related executive based on Defined Rules by administrator Define Sales Flow Stages: As per Industry each modules will have sales flow stages which helps to move the lead to next level and capture respective Data. Owner Owns Followup: Each lead is assigned to a Executive and shared with a Team of users. Admin can track the follow done by any of these users and make sure that no lead is lying ideal. SMS & Email Communication: T3 CRM can be configured to sent related email and sms communication as a part of sales to each lead by executive. Hierarchy Wise data Viewing: Each user in T3 Will have an individual login and each one on logging in will view data based on organizational hierarchy. Rejection Analysis: Each rejected lead will have a rejection analysis methodology for BI reports. Prospect & Enquiry management

Qualifying Leads gets converted: All qualifying leads get converted to Prospect and enquiry. Contacts Management: All prospects multiple contacts are captured Identify Prospect needs: As per Industry each enquiry will have a need Capture form. Multiple Enquiries for 1 Prospect : Each prospect can have multiple enquiries and status and follow up of each one can be tracked separately. Follow up Tracking: Follow up of prospect, enquiries can be marked and handled effectively to calendering. Rejection Analysis: Each rejected Enquiries / prospect will have a rejection analysis methodology for BI reports. Customer management

Order won Enquiries gets Converted: All qualifying enquiries get converted to customers. Creating of Post sales: Post sales gets created for each enquiry and to track products purchased. Collection Schedule: Each Order can be defined with a payment schedule.

Post sales & Collections

Order Confirmation:Post sales gets created against each customer as per the enquiry done, each customer can have multiple post sales created against them. Payment Collection: Payment gets collected against each of the post sales as per the collection schedule. Track Post sales Follow Up: Follow-up done for payment collection and other service related issues can be tracked against each post sales.

Help Desk

Direct Complain Ticket: Customer Can Directly register the complain form the website of the Organization Complain Ticket Escalation: Complain will be escalated up the hierarchy of the resolution is not met within the SLA. Resolution for Knowledge Database: Support Executive can resolve customer complain by using T3 CRM knowledge database that has been Generated Overtime from previous Complain resolution. Alerts: Customer will get Ticket registration Alerts via sms and email.

Inventory Management T3 CRM provides Products, Price Books, Vendors, Quotes, Purchase Orders, Sales Orders, and Invoices specifically useful for integrating your organization's sales, inventory, and accounting processes and enhances the sales effectiveness. You can also use other related features, such as Activity Management (including Calendaring), Account & Contact Management, Opportunity Management, File Attachments, and others. Customer Self Service Portal The T3 Customer Portal add-on extends the power of T3 CRM to your corporate Web site and streamline customer support & service processes. Using T3 Customer Portal you can integrate your corporate Web site with your overall CRM strategy. With T3 Customer Portal you can provide roundthe-clock self-service capability to your customers so they can get solutions as quickly as possible and reduce the expenditure on your customer service centers.

DATA MINING PROCESS Data mining uses information from past data to analyze the outcome of a particular problem or situation that may arise. Data mining works to analyze data stored in data warehouses that are used to store that

data that is being analyzed. That particular data may come from all parts of business, from the production to the management. Managers also use data mining to decide upon marketing strategies for their product. They can use data to compare and contrast among competitors. Data mining interprets its data into real time analysis that can be used to increase sales, promote new product, or delete product that is not value-added to the company.

CUSTOMER ACQUISITION CUSTOMER RETENTION

For customer retention company will apply following

I. II.

Frequent Communications Calendar:This is a programmed sequence of letters, events, phone calls, thank yous, special offers, follow-ups, magic moments, and cards or notes with a personal touch etc. Extraordinary Customer Service:Moving the product or service we deliver into the realm of the extraordinary by delivering higher than expected levels of service to each and every customer. Ask if any complaint is there:Some times dissatisfied customers dont complain or dont believe itll make any difference, in such cases ask them what is their complain? and work on that complaint. Questionnaires and Surveys:Ask to customers what they want in future? About product & services. Social Media:Regular contact with customer with the help of social media like facebook, twitter, linkedin.by giving our executive blogs on this social media. Make data by doing survey which contains information about: Which doctor prescribe most our products? Whichdoctor not prescribes? Why? Implement a monthly email marketing campaign: We will be emailing our existing customers once a month. Inform them of any recent news or services, and share a couple of great articles which will help them with their business. Implement customer feedback surveys: Customer feedback surveys are a great way to learn how your service is performing in relation to your clients expectations. For most profitable customer:

CMEs ,Therapy leader programs Promotional gifts, Providing schemes to chemists We will provide to the Doctors conference entry fees.

CUSTOMER PARTNERING: Customer partnering "Customer partnership is a shared journey to create a future for both parties that is better than either could have developed alone."

Customer partnering: 1. Solve problems, completely. 2. Make the customer feel like they "know" the company. 3. Share documents and information online. 4. Research how customers can gain more value. 5. Use the Web to collaborate on test products.

Solve problems, completely. If the problems are occur regarding costs marketers are cutting costs and pushing more work onto their customers. So if we completely meet customer needs, we will stand out. Make the customer feel like they "know" the company. "Publicize the story behind the business, adding personal touches to that because People are always more loyal to people they know than strangers. Share documents and information online. When work is done in teams create a central and private Web site upload work on there in order every customer will be able to read that project. Research how customers can gain more value: sales team spends some time with potential clients to learn how their needs can best be served by the company's product. Use the Web to collaborate on test products. We can now hire companies that design and manage online surveys on password-protected Web sites. For example, busy doctors might log in at their convenience to evaluate the product and post comments. Such a process easily translates for a host of other products.

SFA (SALES FORCE AUTOMATION) Sales force automation is a technique of using software to automate the business tasks of sales, including order processing, contact management, information sharing, inventory monitoring and control, order tracking, customer management, sales forecast analysis and employee performance evaluation.ICS is using online SFA software& Field Force Tracking Software.

The marketing field force plays the most crucial part in the existence of our Company. Proper planning of the field force helps us in better profits. This package helps in planning and execution of the plans by the marketing Field Force. Essential SFA will allow us to forecast our company's revenues accurately and will be able to track every lead along with the capability to access customized reports for analysis on our sales performance. EssentialSFA helps in keeping track of all the Doctors, activities, and business contact details. Reporting of kinds is possible for example the list of activities to be conducted (Tour Program),being conducted (DCR) for the months, Day or for Specific Period, the list of the Doctors, Chemists &stockiest& invitee details & much more for different activities. Organizations with employees in the field can see their exact locations on Google Maps in near real time, Can Check Tour Plan Vs Actual, gather data from the field and can simplify the payroll process. Every Morning, our employees go to field; they have to "check-in" at their Phone which automatically logs their GPS location and then they have to feed their Customer calls Detail time to time along with Visit Time. When they arrive in the field, after every sales call, every 5 Minutes, every time they move their location, or whatever other interval throughout the day that you choose. E-Track allows you to monitor employee locations, make real-time decisions that deliver optimal service levels and generate reports to analyze and improve overall business performance.

Sales managers can access SFA application while they are on the move Responding quickly to sales opportunities by accessing corporate Sales Force Automation systems and other relevant backend systems

CLV Customer lifetime value (CLTV) is a formula to determine the lifetime value of a customer. lifetime value of the customer can be determine for a number of reasons. CLTV tool will not only help to determine the value of a customer it will also allow to modify the assumption regarding the input variables in the formul as you modify these assumption you will understand how each impact the CLTV results it will enable to identify different valuations for customers with different characteristics.

Total 200 CRM doctors CLV has to be calculated and yearly base correction and improvement has to be done in the CRM activity in order to retend the customer. various promotional campaign for four molecules: 1234The CLTV of a customer is calculated based on the following inputs: The cost of acquiring the customer Periodic cost of providing service/product Retention rate of churn rate of the customer Rate of discounting

Year 0 Revenue per customer One time acquisition cost Mailing cost Profit per customer in year Expected present value in year Cumulative net present value Cumulative retention rate Cumulative discount rate

Year 1

Year 2

Year 3

Year 4

Year 5

BASE VALUE

Customer Lifetime Value A. Avg. value of a sale/customer per year = Rs 1,00,000 B. No. customers = 200 C. No. of years a customer Prescribes our Products = 5 D. Gross annual sales/customer(A*B) = Rs 2,00,00,000 E. Customer lifetime value(C*D) = Rs 10,00,00,000 F. No. of customer referrals annually = 5 G. % of referrals who become customers = 2% H. Total no. of customers from referrals(F*G) = 0.1 I. Gross sales from referrals (E*H) = Rs 1,00,00,000 J. Maximized Gross (E+I) = Rs 11,00,00,000 Per CRM doctor sale is Rs. 5,50,000 Per CRM doctor annual Sale is Rs. 1,10,000