Product details

Organon France is the first country to implement a physician-focused customer relationship management (CRM) system within Organon. The case describes the different channels through which Organon communicates with physicians, the rationale and metrics for the CRM system, the main steps in CRM implementation, and the issues arising during the actual utilisation of the system by the sales force and marketing. The case aims to describe: (1) issues arising from multiple channels for communicating with the same customer; (2) potential contribution of CRM for improving customer targeting, communication tailoring, and communication channel synchronisation; (3) critical issues for successful CRM system implementation; and (4) potential impact of CRM systems on organisation structure, the roles of marketing and sales, and the changing skill profile of marketing and sales staff.