Solvey-Pharm (SAP CRM)

Business development demanded new level in customer relationship management

Active growth of the company in all regions of Russia and also expansion presence in the CIS countries defined a number of additional requirements to the existing SAP CRM system 3.0. First of all, the active growth of business required higher performance of the solution to provide effective interaction of the employees working across all territory of Russia and the CIS. Besides, in the course of successful use of the solution the wide experience was accumulated and new requirements to ergonomics of a workplace of the medical representative were defined, the needs for development of analytical opportunities and also for use of such additional channels of interaction as Contact center and the Internet appeared.

Project Implementation

Preparation of the project began in March, 2007 and demanded intense and works of a team of consultants of Masterdata company on carrying out as technical works on updating of the version of application components, and collecting, analysis and implementation of new business requirements. Within the project the ergonomics of a workplace of the user were optimized, routine operations on planning of activity of medical representatives are significantly optimized, performance of mobile reports is increased and also wishes business of users on development of a system of the analytical reporting of SAP Business Information Warehouse (SAP BW) and Contact center (Customer Interaction Center) are implemented.

The tasks solved within the project on transition to SAP CRM 5.0:

• The unique technology of fast transition from SAP CRM 3.0 on 5.0 is developed
• Upgraded version of mobile application of SAP CRM
• The ergonomics of a workplace of the medical representative are optimized
• CRM Online SAP application upgraded version
• Optimization of the Web application of SAP CRM is made
• Optimization of operational mobile reports for SAP CRM 5.0 is executed
• Updating of a system of the analytical reporting of SAP BW to version 7.0 is carried out
• Operation of application of SAP Customer Interaction Center (attendant workstation of Contact center) is optimized
• Difficulties
• The complexity of project implementation was caused not only the large functional volume and a significant amount of territorially remote users, but also need of transition through the version with SAP CRM 3.0 on 5.0.

Need of minimization of time of a stop of the system which is in productive operation became one of the most difficult tasks in the project. The unique technologies allowing to optimize process of updating of servers and notebooks of users were developed for the solution of this task.

Thanks to thorough training of the solution - within several days Masterdat's employees at the same time updated the software of SAP CRM on servers of the company, and the technical support service (ALP company) made replacement of the version of the client on 500 notebooks of mobile users from 50 cities of Russia and 11 CIS countries. Thus, within the project it was succeeded to reduce time necessary for a stop of a system to a mimnimum and, without distracting employees from work, to carry out updating of the version of CRM that also matched the period of summer holidays.

Project Results

Users got to work with the new version of CRM since August 30, 2007. According to the CEO Solvey of Pharm Russia of Leonid Parshenkov, "successful project implementation and use of new opportunities of SAP CRM 5.0 will allow Solvey Pharma company to get additional competitive advantages in the pharmaceutical market of Russia and the CIS, to reach new level in relationship with doctors and to increase sales to the company".

The got advantages and perspectives of development

As a result of successful project implementation employees Solvey of Pharm received not only the updated high performance application of SAP CRM 5.0, but also new opportunities for business development in Russia:

• The powerful analytical platform for acceptance of management decisions and carrying out business planning
• Opportunity for work with SAP application of CRM via the Internet
• An opportunity to widely use additional channels (The Internet, the SMS, Contact center) for effective interaction with target audience
• The updated operational reports helping employees with daily work
• Tools for Management of territories (Territory management)

Thus, the project of transition to SAP CRM 5.0 offered new prospects for dalneyshny development of the SAP solution CRM in pharmaceutical company Solvey Pharma and allowed to get essential competitive advantages in work with clients in the Russian pharmaceutical market.