Implementing E2E Automation for recurring business management to meet customer needs

Understanding customer needs is very important in the rapidly evolving landscape of the biotechnology industry. With the increasing complexity and volume of data, it becomes a significant challenge to analyse this information and effectively convert it into actionable insights. This is where tools like Salesforce CRM Analytics (previously Tableau CRM and before that known as Einstein Analytics) come into play.

Recognising these tools’ power in interpreting, predicting, and shaping the future, a global biotech organisation has implemented Salesforce CRM Analytics, mainly in consumables management. The goal was to understand better and anticipate customer needs and deliver more effective, personalised communication.

This case study aims to shed light on the journey of implementing Salesforce CRM Analytics and its transformative effects on the business.

Who is our client, and what was the challenge?

Our client is a leader in the biotechnology industry. The company specialises in researching and developing life-saving vaccines, biological drugs, and novel cell and gene therapies. An outstanding team of nearly 16 000 associates in more than 40 countries continuously supplies technologies and research services that accelerate the development and delivery of therapeutics.

The lack of end-to-end automation in managing the recurring business results in no forecast visibility regarding possible recurring business.
Additionally, manual work leads to human errors and time-consuming administrative work to overlook opportunity placeholders, closing opportunities, and matching closed opportunities with orders.
This has resulted in missed customer needs, where the production volume is not accurately addressing the customer’s needs.

Solution

Implementing end-to-end automation for recurring business management enabled the organisation to effectively address the problems mentioned above.

The solution utilises data on order patterns for specific products (consumables and others) to detect the moment when customer will need the products before they approach the client.

This will bring in a more steady order flow and act as a long-term funnel indicator.

Technology used

Salesforce Platform
Salesforce CRM Analytics/ Tableau CRM

Benefits

Salesforce CRM Analytics (Tableau CRM) offers dynamic and interactive analytical and visualisation tools that simplify complex data and make it easily understandable. This can be particularly valuable in a biotech context where the data is often complex and multifaceted. Integrating and analysing data from different sources can provide insights to guide decision-making processes.

Better quality data-driven customer conversations
Increased customer satisfaction
Aggregated data from various sources, providing a comprehensive analysis of customer behaviour patterns and preferences
Identifying the most sought-after products, understanding usage rates, and predicting future demand.
Reduction in admin to manage placeholders, closing opps & manage closed opps
A clear distinction between sales’ responsibilities re. opportunity management in CRM (open opps) versus order management ERP (closed opps) – better data hygiene

Conclusion:

Implementing end-to-end automation for recurring business management brings significant benefits to the organisation. It enables the sales team to focus on more strategic tasks and provide better-quality data-driven customer conversations. Additionally, it reduces the administrative workload involved in managing opportunities, resulting in increased productivity. Ultimately, it results in increased customer satisfaction and loyalty.