BSI CRM and BSI Studio at Galenicare
The largest Swiss pharmacy network uses BSI CRM and BSI Studio to foster healthy customer relationships
By implementing BSI CRM and BSI Studio, Galenicare, the largest pharmacy network operator in Switzerland, has integrated a total of about 350 pharmacies and three webshops. The company now has the benefit of managing its various customer bases centrally. Using BSI CRM, it can now also manage loyalty programs. As a result of the data integration, including the duplicate checks, data quality has improved significantly. With a consolidated 360 ° customer view, the foundation for centrally managed, automated marketing campaigns has been established.
Galenicare, a company of the Galenica Group, successfully operates the pharmacy chains Amavita and Sun Store throughout Switzerland and runs the Coop Vitality chain of pharmacies in a joint venture with Coop. The independent partner pharmacy network Winconcept also belongs to the Galenica Group pharmacy network. Altogether, including the independent partner pharmacies, it comprises about 500 locations with several million customers today, which makes Galenicare the leader in the Swiss pharmacy retail market. Besides that, the company is considered one of the most important partners for the various players in the healthcare market. To meet the ever-increasing needs of its customers, Galenicare has selected a central Customer Relationship Management (CRM) system that is based on BSI CRM.
“BSI CRM facilitates the implementation of our corporate strategy: We assist our customers individually and personally and stand for customer satisfaction based on trust and expertise.”
Ramin MohadjeriHead of Pharmacy Marketing & Development (Deputy Head of Retail)
GDPR – but of course!
Strict adherence to data protection policy is particularly important for a company handling sensitive data and transactions. Galenicare places a high value on the confidentiality of data – and BSI CRM ensures just that. Since the latest General Data Protection Regulation (GDPR) is also mapped in BSI CRM, Galenicare’s customer data enjoy the highest level of protection and maximum security.
“We are pleased that we have been able to implement this challenging and technically demanding project together with Galenicare. It is exactly what we at BSI are particularly good at and particularly like to do.”
Monika FreiburghausProject Manager at BSI
Data Quality Optimization
The first project phase involved the successful blending of the various customer bases with several million records each to improve data quality. BSI CRM serves as the central data hub for this. All data was automatically and, if needed, manually checked for duplicates. In addition to the information in the pharmacy data format, data from the three webshops were also incorporated into the CRM system. This means that all relevant data can now be synchronized and processed at every touchpoint (stores, webshops, and back office) by using an intelligent authorization logic.
Loyalty under control
“Starcard,” the loyalty program used by Amavita pharmacies, and “Suncard,” Sun Store’s loyalty program, both of which were previously run by external providers, were directly incorporated into the CRM system when BSI CRM was implemented. All cash register system transactions converge there. From the calculation of point totals and the preparation of account statements to the generation of vouchers – the company can now do all this in BSI CRM. “The benefits are clear: more transparency, a higher level of customer data protection, real-time access to point totals, and clean addresses,” Ramin Mohadjeri is pleased to report. This has laid the foundation for further optimization activities related to the Starcard and Suncard programs.
Integrated marketing automation
Going forward, the central CRM system is going to support the various pharmacy data formats with its sophisticated duplicate management and with automated marketing activities. For these activities, Galenicare will be working with BSI Studio, the marketing automation platform that is integrated into BSI CRM. One of the next actions planned is the replacement of MailChimp.
“With BSI Studio, we can provide personalized and therefore specific information to our customers in a way that meets their needs.”
Ramin MohadjeriHead of the Amavita and Sun Store pharmacies
- Linking 350 branches and three webshops
- The centralized management of several million customer records and the loyalty programs used by Amavita and Sun Store pharmacies in the CRM system
- Duplicate record, data management, and loyalty management activities, including the administration of vouchers and loyalty points, in BSI CRM
- The highest level of data protection: The latest General Data Protection Regulation (GDPR) is mapped in BSI CRM
- With BSI Studio, the foundation for automated marketing campaigns has been established