Customer Relationship Management in the Pharmaceutical Industry
نویسندگان
چکیده
Customer centricity has long been a guiding principle for many businesses. However, it is usually limited to marketing existing products with as strong a customer focus as possible. Corporate strategy remains basically product-centered. Customers typically have a fractured view of an enterprise. Conversely, the enterprise has only a splintered view of the customer, determined by different customer contact points, as customer information is usually locked in departmental silos. This article argues that trends like electronic commerce drive the need for a more customer-centric view. Customer relationship management, which is built on an integrated view of the customer across the whole organization, is currently being discussed as an appropriate concept for achieving this. To illustrate the elements of the concept, a case study undertaken at a pharmaceutical company provides the necessary empirical evidence.
منابع مشابه
Healthcare Portals - Customer Centricity in the Pharmaceutical Industry
Customer centricity has long been a guiding principle for many businesses. However, it is usually limited to marketing existing products with as strong a customer focus as possible. Corporate strategy remains basically product-centred. Customers typically have a fractured view of an enterprise. Conversely, the enterprise has only a splintered view of the customer, determined by different custom...
متن کاملInvestigation The Effectiveness Of Customer Relationship Management Factors In Isfahan Tourism And Travel Agencies
The aim of this study is assessing the effectiveness of Customer Relationship Management factors in Isfahan tourism and travel agencies by Structural Equation Modeling (SEM). It is practical according to the goal and it’s a kind of descriptive survey in terms of methodology. Research population included all of staffs and managers at tourism and travel agencies in Isfahan in 2012 that 274 of the...
متن کاملTransformation in the Pharmaceutical Industry ) Developing Customer Orientation at Pharma Corp
The pharmaceutical industry is in the midst of a fundamental transformation. Institutional regulations that have been in place for decades are being removed and competitive pressures force pharmaceutical companies to adopt customer-oriented strategies. Information technology which has traditionally been applied to many processes in this industry is an important enabler for the interaction with ...
متن کاملMEASURING e-BUSINESS ACTIVITIES OF PHARMACEUTICAL FIRMS IN CUSTOMER RELATIONSHIP MANAGEMENT: DEVELOPMENT OF A COMPITITOR ANALYSIS TOOL
Firms need to develop new capabilities to sustain competitive advantage, which include formulating unique, direct relationships with customers. To compete by integrating e-business in all aspects a firm's operations translates into need for developing new skills as traditional ways of competing become insufficient (Porter 2001). Towards this end pharmaceutical firms are using the Web to institu...
متن کاملRelationship between Corporate Reputation and Customer Loyalty on Nigerian Food and Beverages Industry: PLS Approach
This study used the partial least squares (PLS) approach to examine the effect of corporate reputation on the customer loyalty of the Food and Beverages Industry in Nigeria. The data for this study were collected from the customers in Kano State Nigeria. Out of 250 distributed questionnaires, 212 usable questionnaires were returned. Before examining the effect of corporate reputation on the cus...
متن کاملThe effect of Intellectual capital on hotels’ financial performance
Intellectual capital (IC) is organizational intangible asset which is frequently associated with performance. IC is commonly categorized into three core components: human capital, structural capital and relational capital. This study takes a step further in the evolution of the IC model for the hotel industry and divides relationship capital into two categories: End customer- relationship capit...
متن کامل