1. CSL BEHRING TURNS TO HCL
AXON TO HELP BUILD UNIFIED
GLOBAL CRM PLATFORM
Platinum
Partner

2. 2
CSL BEHRING TURNS TO HCL AXON TO HELP BUILD UNIFIED GLOBAL CRM PLATFORM
COST-EFFECTIVE ORACLE SIEBEL IMPLEMENTATION
HELPS BIOTHERAPY LEADER GAIN 360-DEGREE
CUSTOMER VIEW
Not long ago, when sales representatives at CSL Behring went to call
on a customer, there was a good chance they might be missing a key
piece of information that could help close the deal, such as critical
feedback from the customer received by a marketing colleague the
day before or key insights that a senior executive gathered about the
customer at last month’s industry conference.
Intelligence like this is what an effective customer relationship
management (CRM) solution routinely supplies. But for a company
with a global presence like CSL Behring, building such a solution is no
trivial undertaking. That’s one of the reasons that the company turned
to HCL AXON, a world leader in technology implementations, to help
design and develop a powerful, cost-effective global CRM platform
that is priming CSL Behring for years of effective customer insights.

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CSL BEHRING TURNS TO HCL AXON TO HELP BUILD UNIFIED GLOBAL CRM PLATFORM
GETTING IN SYNC
The company researches, develops, manufactures,
and markets biotherapies used to treat serious and rare
conditions including hemophilia, immune deficiencies, and
genetic emphysema. CSL Behring’s therapeutic products
are produced at facilities in Bern (Switzerland), Marburg
(Germany), and Kankakee (Illinois).
CSL Behring’s customers stretch across the globe and
include diverse healthcare organizations such as home-
treatment centers, government agencies, hospitals and
specialty pharmacies. Business success depends in part
on deploying effective sales and marketing programs and
dovetailing them with timely support from the company’s
medical information and customer service organizations.
But until recently the company was challenged to optimize
these efforts. “The tendency was to operate in silos, both
from a geographic perspective and a functional perspective,”
said Matt Shapiro, Senior Director, International Business
Projects with CSL Behring. “Sales and marketing weren’t
necessarily working optimally with each other, or with our
customer service and medical information teams. It was an
area we knew we could improve.”
Moreover, the lack of a globally integrated CRM system
made it difficult to optimize the customer decision making
environment. “We had four or five solutions across the
different markets,” Shapiro said. “Some markets had no
solution. Some were using paper diaries or spreadsheets.
Others had old versions of Siebel CRM or legacy systems.”
And even when an individual office had a CRM system, it
used it mainly to automate basic sales processes. Other
capabilities, such as support for marketing campaigns, either
weren’t available or went untapped.
The tendency was to operate in silos, both
from a geographic perspective and a functional
perspective. Sales and marketing weren’t
necessarily working optimally with each other,
or with our customer service and medical
information teams. It was an area we knew we
could improve.
Matt Shapiro,
Senior Director of International Business Projects,
CSL Behring

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CSL BEHRING TURNS TO HCL AXON TO HELP BUILD UNIFIED GLOBAL CRM PLATFORM
A GLOBAL INITIATIVE IS BORN
With momentum building for change, executives at CSL Behring
endorsed a comprehensive initiative to build a new, unified CRM
solution across the entire enterprise. Under the sponsorship of an
executive VP, a fact-finding team concluded that CSL Behring should
adopt the latest version of Oracle Siebel CRM worldwide.
Next came the creation of the gCRM Implementation Program (the
small “g” stands for global) and the hard work of designing and
implementing the solution. The company wanted a solution that could
accommodate the unique needs of local markets, but wouldn’t be so
complex that maintaining and expanding the system would burden the
company with steep costs.
“We weren’t looking to build separate solutions for each market,”
Shapiro said. “We wanted to harmonize at the highest level and
operate as a single system, but maintain enough flexibility to
accommodate local market differences where they made sense.”
Any local customizations, he explained, would be reviewed
by management to make sure they didn’t “jeopardize global
harmonization.”
We weren’t looking to build separate
solutions for each market. We wanted to
harmonize at the highest level and operate
as a single system, but maintain enough
flexibility to accommodate local market
differences where they made sense.
Matt Shapiro,
Senior Director of International Business Projects,
CSL Behring

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CSL BEHRING TURNS TO HCL AXON TO HELP BUILD UNIFIED GLOBAL CRM PLATFORM
ENGAGING PARTNERS
Strong support from executive leadership – including
the program sponsor who was the Executive Vice
President of Worldwide Commercial Operations and
has recently been named President of the company
– was essential to keeping the project on track.
Another success factor – choosing experienced IT
partners who could supply implementation expertise
on a truly global scale.
“When we started looking for partners, we were
interested in firms that would provide outstanding
services but also live within cost constraints,”
Shapiro said. In the end, the combination of Grant
Thornton and HCL AXON – as well as the software
vendor Oracle – provided the ideal mix of local
and international talent and delivered a complete
spectrum of services, from design and development
to training and change management.
HCL AXON’s global delivery model appealed to
CSL Behring, as did its industry-leading center
of excellence. HCL AXON also demonstrated
that it could work seamlessly with the rest of the
project team regardless of company affiliation or
location. Project leaders said that clear, consistent
communications enabled this “one-team approach”
to work, despite the international composition of the
project team. “We made sure the communications
part of the equation was very strong,” Shapiro said.
“It didn’t matter where someone was from.”
When we started looking for partners, we were
interested in firms that would provide outstanding
services but also live within cost constraints.
Matt Shapiro,
Senior Director of International Business Projects,
CSL Behring

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CSL BEHRING TURNS TO HCL AXON TO HELP BUILD UNIFIED GLOBAL CRM PLATFORM
DELIVERING VALUE
Throughout the gCRM Implementation Program, HCL AXON worked
with project stakeholders to help translate business requirements
into a solution prototype – and from there into a global production
environment. Design, development, data migration and unit testing
were all part of the portfolio of services delivered by HCL AXON.
“HCL AXON was a key contributor to the success of our global CRM
program at CSL Behring,” said Paul Perreault, sponsor of the program
and President of CSL Behring. “HCL AXON’s service quality and
responsiveness were excellent and the firm’s innovative global delivery
model strongly contributed to an on-time and on-budget outcome.”
360 DEGREE VIEW
To spark interest and distinguish it from earlier CRM projects, CSL
Behring branded the initiative with a logo and named the new solution
“Compass.” Today, Compass is well on its way to achieving the
company’s goal of serving approximately 1,000 users in 20+ markets
and eight languages. “By September 2011, every affiliate will be on
Compass,” Shapiro said.
Already a number of commercial operations teams at CSL Behring
are reporting benefits from the global single-instance CRM platform.
“Compass is a superhighway of information for the sales force,” a
regional manager in CSL Behring’s U.S. commercial operations noted.
“Up until now it has been a one-way street. Compass drives sales
teams to go into their system every day and look for information to
optimize all of their customer touches.”
Using the system’s alert feature, for example, sales managers
can gain visibility into customer issues uncovered by colleagues
in other organizations or regions, giving reps an opportunity to
renew connections with that account. By tapping this pool of shared
intelligence – CSL calls it a ‘360-degree view’ of the customer – sales
teams can more efficiently plan for sales calls, avoid embarrassing
miscues, and better coordinate activities with other employees who
interact with the same customers.
“It has been much easier to present a united front to our customers,”
noted an area manager from Canadian commercial operations. “Being
able to enter calls well prepared and conversant in what had been
previously discussed by my colleagues truly offers a competitive
advantage, and continues to build CSL Behring’s credibility and
reputation for unparalleled customer focus.” Other managers observed
that Compass helps them enhance their interactions with customers at
marketing and sales events.

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CSL BEHRING TURNS TO HCL AXON TO HELP BUILD UNIFIED GLOBAL CRM PLATFORM
CASE STUDY CSL BEHRING
Client
A leader in the plasma protein therapeutics
industry, CSL Behring researches,
develops, manufactures and markets a
range of plasma-derived and recombinant
therapies worldwide. CSL Behring also
operates one of the world’s largest plasma
collection networks, CSL Plasma.
Solution Components
Software
n Oracle Siebel Pharma Sales
n Oracle Business Intelligence
Enterprise Edition
n Oracle Business Intelligence
Application with Pharma Analytics
n Business Intelligence Publisher
n Oracle Database 10g
HCL AXON Services
n Requirements gathering and
functional design
n Prototype and gap analysis
n Technical design, development and
unit testing
n Data migration and data integration
n Production support
Challenge
Sales and marketing efforts were hampered
by organizational silos and disparate
business systems that prevented effective
collaboration and knowledge sharing
between teams and regions. Multiple
nonintegrated legacy systems were both
ineffective and expensive to maintain.
Solution
The biotherapies leader replaced its
patchwork of CRM tools with a single global
platform based on Oracle Siebel CRM.
Working with HCL AXON and other partners,
the client built a cost-efficient, streamlined
solution that is helping to optimize sales,
marketing and other customer interactions
while minimizing total ownership costs.
HCL AXON was a key contributor to the success of our global
CRM program at CSL Behring. HCL AXON’s service quality
and responsiveness were excellent and the firm’s innovative
global delivery model strongly contributed to an on-time and
on-budget outcome.
Paul Perreault,
Sponsor of the program and President,
CSL Behring
Key Functionalities Deployed
Master Data Sales Marketing Customer
Service
Business
Operations
Medical
Affairs
Reports
n Account
Management
n Contact
Management
n Product
Master
n Home Page
(all functions)
n Outlook
Integration
n IMS / Other
Third Party
n SAP
Integration
n Activity
Planning
n Activity
Execution
n Opportunity
Management
n Targeting
Accounts /
Contacts
n Sales
Transactions
n Campaign
Management
n Event
Management
n Lead
Management
n Fullfillment
(Literature)
Mgmt
n Segmentation
& List Mgmt
n Marketing
Plan & Prog.
Mgmt
n Customer
Inquiry
n Account
Interactions
n Activities &
Requests
n Data
Management
n Territory
Management
n Quota
Management
n Data Quality
n Tender /
Contract
Management
n Medical Info
Requests
n Publication
Management
n Opportunity
Management
n Key Opinion
Leader Mgmt
n BIP
Transactional
Reports
n Sales
Analytics
n Marketing
Analytics

8. Sep2011/A
© HCL 2011
HCL AXON is a global pioneer in leveraging leading
technologies to drive value realization. Our value management
approach accelerates the realization of benefits from your
investments by aligning IT to your clients’ required business
outcomes. We provide the complete range of consulting,
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with near-shore and off-shore technical development and
support capabilities, to ensure that our clients receive the
optimal solution at the right price point.
HCL AXON is the best in the world at creating industry-specific,
end-to-end platform solutions that deliver business performance
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Partner
About HCL AXON
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