Implementation of a Seamless Interface for Travel and Expenses at a Large Multinational Pharma Company which has Deployed a US Based Pharma Specific CRM Product

Business Context

A large multinational pharmaceutical company with a field strength of 1,200 people in India recently implemented a US-based CRM vendor’s E-Detailing solution worldwide. However, this CRM product only focused on the core process of E-Detailing, leaving several surround processes, such as Travel and Expenses (T&E) tracking, unaddressed.

The company had already deployed our T&E solution in India, integrated with our Sales Force Effectiveness (SFE) solution. Due to the comprehensiveness and robustness of our T&E module, the client wanted to continue its use and establish interfaces with the new CRM product.

Scope and Challenges

The company expected seamless functionality of our T&E module, ensuring a fortnightly expense reimbursement cycle and continuity of business logic processes. Key challenges included:

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  Complex Interface Requirements: Ensuring smooth data flow between the CRM application (an SFDC application) and KEA’s T&E module (a .Net application). Handling daily field activity data sync from the CRM application.

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  CRM Data Sync Issues: Field activity data capture occurred via a local iPad application, with periodic syncing to a central server, creating user education challenges and data flow gaps.

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  Data Format Challenges: The CRM application generated data in client-standardized formats used across multiple countries, which did not align with India-specific processes.

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  Customization Restrictions: The CRM vendor did not allow India-specific customizations, requiring our interface to address all data gaps.

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  Data Mapping Complexities: Considerable challenges in mapping and harmonizing data elements between the CRM and T&E systems.

Our Solution

Our solution addressed three main aspects:

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   ETL Process: Developed a robust ETL (Extract, Transform, Load) process with: Built-in data validations. Data harmonization and enrichment. Comprehensive data reconciliation.

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   T&E Solution Modifications: Enhanced our T&E solution to accommodate variations in data flow from the CRM application.

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   Risk Mitigations: Implemented several risk mitigation strategies, such as: An executable (EXE) capable of processing multiple data files daily for seamless data movement.

Solution Implementation

The solution was implemented within a month, supported by the establishment of a trained Help Desk to address field concerns promptly.

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Benefits to the Client

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  Accurate and Timely Expense Reimbursements: The solution managed expense reimbursements of USD 6-10 million annually with precision and on schedule.

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  Cost Efficiency: Allowed the client to continue using the existing T&E solution, avoiding the need to implement a costly third-party solution typically required by the CRM application.

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  Enhanced Analytics: Provided substantial analytical insights linking expenses with field activities, enabling better decision-making.