Genpact is a global professional services firm that designs, transforms, and runs intelligent operations for its clients through proprietary frameworks and data analytics. It helps large enterprises improve competitiveness by making operations more efficient, effective, and able to better manage costs and risks. Genpact has impacted over 800 clients globally, generating over $22 billion in benefits. Its research institute advances clients' business transformations and adoption of intelligent operations.

1. DESIGN ∙ TRANSFORM ∙ RUN
Gianni Giacomelli
Senior Vice President
Head of Genpact Research Institute
Chief Marketing Officer
http://www.genpact.com/home/industries/life-sciences/multi-channel-customer-experience
EXECUTE
ACTIONS
Pharma Multi-channel Customer Experience Intelligent
OperationsSM Reimagine customer engagement across channels with tech, analytics
that work, for positive patient outcomes and brand advocacy

2. DESIGN • TRANSFORM • RUN 2© 2015 Copyright Genpact. All Rights Reserved.
We design, transform and run the intelligent enterprise
operations that strengthen our clients’ competitiveness
Genpact ► Overview
*US$22B is a cumulative figure since 2006
*Cumulative figure since 2006
Whatwedo
Help leaders of some of the largest enterprises
…design, transform and run
…business-critical operations including the very complex
and industry-specific
Howwedoit
Smart Enterprise Processes (SEPSM) crystallizes
operational and domain expertise, rigor inherited from GE
Achieve Intelligent OperationsSM through Systems of
EngagementTM, Core IT and Data-to-Action AnalyticsSM
The strength of a large company, but flexible solutions; top
management directly involved with clients
Unbiased and agile solutions limit upfront costs, reach
results faster and enhance adaptability
Our impact
We make clients
more competitive:
• More efficient,
effective
• Able to better
manage costs,
risks, regulations,
and support growth
The results:
US$22B*+ of impact
for 800 global clients

3. DESIGN • TRANSFORM • RUN 3© 2015 Copyright Genpact. All Rights Reserved.
Domain + Technology + Analytics + Operations =
Reimagine processes, build Intelligent Operations
Genpact Intelligent OperationsSM
EXECUTE
ACTIONS
EXECUTE
ACTIONS
Smart Processes
Design, transformation and
operations support generate real
impact by aligning tightly to
measurable business outcomes
thanks to proprietary SEPSM
framework
Smart Decision Services
Genpact Data-to-Action AnalyticsSM
leverage Intelligent Process Insight
EngineSM and advanced
organizational delivery models
Smart Technology
Genpact Digital harnesses effective,
agile technology including Genpact
Systems of EngagementTM and
effective Core IT services
Genpact Intelligent OperationsSM

4. DESIGN • TRANSFORM • RUN 4© 2015 Copyright Genpact. All Rights Reserved.
Industry challenges
Solution
Impact
Case studies

5. DESIGN • TRANSFORM • RUN 5© 2015 Copyright Genpact. All Rights Reserved.
Changing
market
dynamics
need better
cost
management
• Pressure on margins: patent expiries, generic competition, declining
R&D productivity, reforms require better patient outcomes at lower costs
• High cost and low returns of traditional sales & marketing model shift
focus on alternate channels
• Slow growth in mature markets prompts investment in emerging
markets, new therapeutic areas and specialized medicine
• Affordable Care Act changing patient demographics and increasing
volume of insured patients but reducing pricing power
• Customer interactions are increasing in volume and importance
pushing companies to understand customers, engage through relevant
information, boost adherence and improve customer experience
• Connected and informed customers empowered by mobile, web and
social media exercise greater influence on healthcare decisions
• Decline of ‘blockbuster’ model, and greater emphasis on specialty
medicines creating need for patient support and engagement
Evolving market dynamics, and empowered customers are
increasingly demanding better engagement at lower costs
Multi-channel customer experience ► Industry challenges
Empowered
patients
demand
greater
engagement

6. DESIGN • TRANSFORM • RUN 6© 2015 Copyright Genpact. All Rights Reserved.
…
Location 2
ENGAGE MEASURE TRANSFORM IMPROVE
Customers
Operations
Hubs
Analytics and
Innovation
Initiatives Business
functions
Contact
Channels
Decision
Forums
Location 1
Analytics
Innovation
Medical
information
Regulatory
Quality
Supply
chain
Consumer
relations
Distributor
Strategic
• Brand strategy
• Advertising
• New product
development
• Organizational design
• Channel strategy
• Partnerships
Operational
• Process improvements
• IVR improvements
• New models / analytics
• Research
enhancements
• New data sources
• SOP changes
• Marketing campaigns
Global
operations
footprint
Advanced analytics,
measurement and
industrialized
innovation
Accountable for
implementing
change across the
business
Creating lasting
improvements
to business
performance
Seamless
multichannel
delivery
Rapid and
proactive
collaboration to
drive change
Operational
review board
Quality council
Transformation
ideation
Executive board
Innovation council
Global
relationship board
Reimagine customer touch points with an integrated,
collaborative solution using process, technology and analytics
Multi-channel customer experience ► Solution ► Approach

7. DESIGN • TRANSFORM • RUN 7© 2015 Copyright Genpact. All Rights Reserved.
Insight-led, customer centric multichannel contact processes
ensure compliance, generate revenue while reducing costs
Multi-channel customer experience ► Solution ► Portfolio
Enterprise
Processes
Core
Industry
Operations
• Pitch book creation
• Debt and equity research
• Asset-backed finance
• Database management
Collections and Customer Service
Account activation, maintenance and servicing | Dispute management
Enterprise Technology and BI
Enterprise applications | ADM and system integration | Platforms |
Master data management
Wealth and
Securities
Corporate and
Investment
• Fund administration
• Contributions, withdrawal
• Trade processing and
settlements
• Asset servicing
Risk Management
Basel II testing | Advanced IRB risk modeling | SOX control testing |
Market and credit risk | Treasury analytics | Portfolio monitoring
NON EXHAUSTIVE
ITandAnalyticsEnablement
Organization
Process
Create insights from
data to drive decisions
Measure,
benchmark, design
Transform towards
best-in-class
Run
cost-efficiently
Sales &
Marketing
support
• Tele-detailing (B2B)
• Promotional product information (B2C)
• Sales support / lead generation
• Inbound and outbound campaigns
• Order management
Medical
Information
and patient
support
• Adverse event and product quality complaint reporting
• Patient support and adherence programs
• Product information – OTC consumers, Rx patients,
healthcare professionals
Intelligent OperationsSM

8. DESIGN • TRANSFORM • RUN 8© 2015 Copyright Genpact. All Rights Reserved.
Enabling efficiency, effectiveness and compliance with
intelligent multi-channel customer experience operations
Multi-channel customer experience ► Impact
Timely and actionable insight into the product development, marketing
and brand strategy
• Data-driven insight led operations can reduce cost per contact by up
to 5-7% year-on-year
• Reduce cost of sales and improve campaign by complimenting field
sales and supporting commercial activities
Reduced
costs of
operations
Higher
customer
loyalty
Improved
safety and
compliance
Greater
agility
• Customer centric processes increase engagement throughout the
lifecycle of the customer experience and boost loyalty
• Proactive patient support to ensure adherence and support revenues
Ensure compliance to regulations by proactively detecting and
responding to adverse events and product quality seamlessly issues
across channels

9. DESIGN • TRANSFORM • RUN 9© 2015 Copyright Genpact. All Rights Reserved.
Multi-channel customer experience ► Case studies
Genpact’s multi-channel customer experience solutions
realize measurable impact
Challenge Solution Impact
• Divergent customer
engagement processes across
a complex category, brand and
countries
• Limited CRM and data
management
• Stringent regulatory scrutiny
• Process design with customer
journey maps
• Hub and spoke model
consolidated 125+ countries,
40+ languages into 9 hubs with
analytics command center
• Real-time insights with
integrated CRM, social media
analytics and reporting tools
• Setup and optimize specialized
service desks for medical
information, reception/directory
services, customer service and
website support to support
operations in Netherlands
• Developed process maps to
standardize call handling and
identify downstream and
upstream linkages
• Robust process measures
around key SLAs
• Specialized hiring and training
programs
• Customer satisfaction scores
increased to 92%
• Robust compliance with 100%
accuracy in flagging adverse
event and product quality
complaints
• 94% calls responded within 20
seconds
• Early alerts for potential
product quality issues or recall
• Uniform customer
engagement model across all
countries
• Actionable brand/marketing
and product insights from
sentiment and behavior
analysis
Global
pharmaceuti-
cal leader
Global
pharmaceuti-
cal leader

10. DESIGN • TRANSFORM • RUN 10© 2015 Copyright Genpact. All Rights Reserved.
Fragmented data-to-insight and insight-to-action processes
lead to suboptimal customer experience, hurt competitiveness
Multi-channel customer experience ► Case study ► Challenges
Consolidate,
Report
Correct Strategy and
Targets
• Limitations on channels and
languages supported across
regions
Operate
• Inconsistent global customer contact operations
experience
EXECUTE
ACTIONS
2
1
3
4
5
Lack of
integrated CRM
systems resulted
in poor data
visibility across
the enterprise
Fragmented data
resulted in
inaccurate and
delayed insights,
poor understanding
of consumer needs
resulting in
suboptimal
customer
experience
Lack of proactive
engagement with
consumers
Consumer feedback not
harnessed for improved
product development, and
process improvement
ILLUSTRATIVE
SIMPLIFIED

11. DESIGN • TRANSFORM • RUN 11© 2015 Copyright Genpact. All Rights Reserved.
Multi-channel customer experience ► Case study ► Intelligent OperationsSM
Intelligent operations driven by analytics, drive customer
engagement, increase brand “love”, improve C-sat
Continuous learning
• Optimize self help
• implement new models/analytics
approach
• Improve product portfolio’s based on
analytics outcomes
• Brand and channel strategy, marketing
and promotional effectiveness
• Research enhancement, New data
sources and SOP changes
4
4
Gather
feedback
Consolidate,
Report
Analyze
Run data-to-insight
• Implement global CRM to extract data
• Implemented specialized IPIE
• ACoE for contact center, consumer
experience, social media analytics,
brand/ad research
2
EXECUTE
ACTIONS
Operate
Measure
• Identify target
outcome:
Customer
engagement, brand
love, revenue growth
• Identify metrics:
C-sat, TAT, call
volume
1
Correct
Strategy and
Targets
Improve execution practices
• Operational command Center to control 9
consumer hubs
• Social media engagement playbook
• Process improvements
• IVR improvements
• New data sources/SOP changes
• Marketing campaigns
3
Implement
ILLUSTRATIVE
SIMPLIFIED

12. DESIGN • TRANSFORM • RUN 12© 2015 Copyright Genpact. All Rights Reserved.
About Genpact
Genpact (NYSE: G) stands for “generating business impact.” We design, transform, and run intelligent business operations including those that are complex
and specific to a set of chosen industries. The result is advanced operating models that support growth and manage cost, risk, and compliance across a range
of functions such as finance and procurement, financial services account servicing, claims management, regulatory affairs, and industrial asset optimization.
Our Smart Enterprise Processes (SEPSM) proprietary framework helps companies reimagine how they operate by integrating effective Systems of
EngagementTM, core IT, and Data-to-Action AnalyticsSM. Our hundreds of long-term clients include more than one-fourth of the Fortune Global 500. We have
grown to over 68,000 people in 25 countries with key management and a corporate office in New York City. Behind our passion for process and operational
excellence is the Lean and Six Sigma heritage of a former General Electric division that has served GE businesses for more than 16 years.
For more information, visit www.genpact.com.
Follow Genpact on Twitter, Facebook, LinkedIn, and YouTube.
© 2015 Copyright Genpact. All Rights Reserved.
Genpact Research Institute
The Genpact Research Institute is a
specialized think tank harnessing the
collective intelligence of Genpact – as
the leading business process service
provider worldwide - its ecosystem of
clients and partners, and thousands of
process operations experts. Its
mission is to advance the “art of the
possible” in our clients’ journey of
business transformation and adoption
of advanced operating models.
www.genpact.com/research-institute