From Pen and Paper to Global Digital Transformation: Vetoquinol Canada Streamlines Operations with Creatio
Vetoquinol stands as a respected global player, operating across more than 24 countries. However, despite its success, the company was troubled by a fragmented approach to customer relationship management. This disjointed landscape ranged from regions still relying on traditional pen-and-paper methods to those struggling with complex, outdated digital systems. The disparity in practices not only hindered efficiency but also impeded the company's ability to leverage its global presence effectively. Recognizing the critical need for a unified, agile solution that could span its entire operation, Vetoquinol implemented Creatio, a no-code CRM platform that could accommodate diverse regional needs while driving overall organizational efficiency and growth.
Key Factors
Challenges
Key Deliverables
1. Improved Global Consistency:
- Standardized core workflows across all regions while allowing for local flexibility
- Enhanced data aggregation and reporting capabilities
- Unified platform for sales, marketing, and service
2. Implemented a Robust CRM Platform:
- Customized tool with designed workflows and mapped customer journeys
- Advanced customer data segmentation
- Tailored key account management toolkit for creating data-driven relationship strategies
3. Elevated Operational Efficiency
- Optimized order processing to accommodate rebates and bonus programs
- Custom-made bonus program management process featuring automated incentives calculation
- Advanced performance tracking with custom KPI segments and extensive filtering capabilities
4. Enhanced Collaboration:
- Improved cooperation between global teams, regional leaders, and business units
- Streamlined process for identifying and implementing best practices across regions
- Implemented mobile application for effective field force management, including geotagging, real-time mobile dashboards, activity management, mobile order taking, and customized visit rules
5. Agile Customization:
- Provided an ability to quickly respond to country-specific needs without extensive coding
- Reduced time-to-value for new features and modules
6. Rapid Innovation:
- Developed a competitor management module for Canada in just a few weeks
- Created and launched an Email Marketing Preferences feature, enhancing customer centricity by delivering the right content to the appropriate email addresses of B2B customers
- Capability for quick deployment and piloting of new features before global rollout
Watch the interview with Francois Breault, CRM Specialist at Vetoquinol Canada, to learn how Creatio was successfully deployed in in the Canadian subsidiaryand how he helps to develop the system in global structures. Breault's insights provide a valuable perspective on the challenges and triumphs of implementing a global CRM solution in a complex, multinational environment.
CRM Transformation Journey
The implementation of Creatio marked the beginning of a transformative journey for Vetoquinol, with Canada playing a pivotal role in shaping the global strategy. As one of the first countries to adopt the new CRM system, Vetoquinol Canada faced unique challenges but also had the opportunity to innovate and set standards for the global rollout.
Our challenge was not just implementing new technology but changing the mindset of our Canadian users. Some were still relying on pen and paper for customer relationship management.”
The pilot phase in Canada became a model for user-centric implementation and laid the groundwork for a more flexible, adaptable global CRM strategy. Within the first two weeks, the changes significantly impacted users by providing a simplified interface that improved their experience.
Creatio success in Canada highlighted the need for a more adaptable global approach, which led to the development of strategy that would become a cornerstone of Vetoquinol's global CRM implementation.
Three-Layer Approach to System Development
Building on the lessons learned in the first countries to implement Creatio, Vetoquinol adopted a three-layer approach to its global CRM strategy:
This structure allowed for consistency across the organization while still accommodating local requirements.
The results were transformative. User adoption soared as employees found the system increasingly tailored to their needs. Global data consistency improved, enabling better decision-making at all levels of the organization. The ability to rapidly develop and test new features in one region before global rollout accelerated innovation and time to value across the company.
Rapid Innovation: From Concept to Deployment in Weeks
As adoption grew, so did the potential for innovation. The company leveraged Creatio's no-code capabilities to rapidly develop new modules tailored to Vetoquinol's specific needs. A standout success was the creation of a competitor management module, created and deployed in just a few weeks.
In a matter of weeks, we were able to customize the system, develop tailored business processes and rules, and deploy it to our end users, now Canada is a pilot country for this module, and other countries are looking at us, saying, 'Maybe we want that too.”
A New Spirit of Collaboration with No-Code
Perhaps most importantly, Creatio implementation fostered a new spirit of collaboration within Vetoquinol. IT teams, regional leaders, and business units began working more closely together, sharing best practices and driving continuous improvement. This collaborative approach extended beyond internal teams to Creatio's support, creating a powerful ecosystem for innovation and problem-solving.
The key word is cooperation. We have the GROUP team at the global level orchestrating technology deployment, CRM leaders in each country identifying business needs, experts who can fine-tune the system, and Creatio's own support team ensuring everything works smoothly. This cooperation is what makes it all possible.”
Looking to the Future
The success of Creatio at Vetoquinol was largely due to a strategic, user-centric approach to implementation. The transformation wasn't just about technology – it represented a shift in how Vetoquinol approached customer relationships and internal processes. The ability to rapidly adapt, streamline operations, and deliver value to customers became a significant competitive advantage in the fast-moving pharmaceutical industry.
About Vetoquinol
Vetoquinol is a leading global force in veterinary pharmaceuticals. Renowned for its commitment to animal health and well-being, the company is dedicated to the development, production, and marketing of innovative medications and solutions for pets and livestock. Vetoquinol operates across Europe, the Americas, and Asia Pacific regions. Its comprehensive range of veterinary drugs and non-medicinal products addresses diverse animal health needs, reflecting the company's deep understanding of the industry.
