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Laurs & Bridz: Implementation of a Customer Relationship Management Solution
內容大綱
Laurs & Bridz Pharmaceuticals Private Limited (Laurs & Bridz) was a state-of-the-art generic pharmaceutical company that exported pharmaceutical products all over the world and specialized in providing combination drugs to the medical community. The company needed to deploy a customer relationship management (CRM) solution to strengthen its sales and marketing, and build robust systems to better track customers, strengthen customer relationships, and enhance sales-force productivity. In 2017, Laurs & Bridz was considering several CRM solutions, which had been shortlisted on the basis of features and price. Before it could invest ₹50 million in the new system, Laurs & Bridz had to answer several important questions: Which of the available CRM solutions would best suit the firm? What would be the direct and indirect effects of implementing such a CRM solution? What kind of approach should the firm use to implement the solution? What obstacles could interfere with that solution's successful implementation?