Coloplast Ltd Adopts New Customer Profiling and Measurement System for Increased Profitability

Coloplast Ltd is a wholly owned subsidiary of Coloplast A/S, a Danish company specializing in the manufacture and sale of medical appliances for ostomy, urology and continence, and wound and skin care. The company wanted to maintain and grow market share by gaining greater insight into customer characteristics, needs, and buying behaviors. The challenge was to gain the ability to segment Coloplast's customer base for more targeted and less costly marketing campaigns and create a single view of the customer that can be shared by sales, marketing, service, and support operations for increased customer service and greater customer satisfaction and loyalty. The company implemented a Siebel Customer Relationship Management (CRM) platform from Oracle, enabling enterprisewide sharing of business intelligence for sales, marketing, service, and support operations.