Southwest Pharma: CRM Solutions, Challenges, and Importance

This document presents an executive summary, introduction, and main body analyzing a case study of Southwest Pharmaceutical, a fast-growing company considering CRM implementation. It discusses the importance of CRM in enhancing sales, customer relations, and productivity. The report evaluates various CRM solutions, including off-the-shelf, custom, and managed solutions, recommending the most appropriate option for Southwest. It also identifies potential challenges in CRM adoption, such as staff resistance to change and data security issues, and proposes solutions to mitigate these risks. The conclusion emphasizes the importance of identifying challenges and implementing suitable CRM solutions to manage and control business activities effectively. References are provided to support the analysis.

IT AND BUSINESS PROCESS
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EXECUTIVE SUMMARY
In this report, it has summarized about the customer relationship management system which is
always support for organization to manage, organize or retrieve information of consumers. This
report has been discussed about the case study of southwest as fastest growing pharmaceutical
company, implementing the new CRM system for performing the different activities. This type
of new CRM robust system have implemented by enterprise to increase their overall sales and
revenue in global marketplace. In this documentation, it has been representing the various kind
of challenges which may increase problem at the time of CRM implementation or adoption.
Afterwards, it has been adopting CRM as solution which acquire all customer information and
provide the better service for their existing client. It has been concluded that identifying the
challenges but implementing suitable solution to manage or control the entire business activities
in proper manner.
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Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................5
MAIN BODY..................................................................................................................................5
Discuss the importance of CRM for Southwest..........................................................................5
Evaluating Few CRM Solution available....................................................................................6
Possible challenges southwest will face in implementing...........................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
IT and business processes are based on the collection of linked task in which find their end
in delivery of product and service to client. Business process is defined the set of activities, tasks
which may accomplish an organizational goal or objective. This report is based on the Case
study of southwest pharmaceutical company and grown in past years. The organization will
decide to deploy a New CRM solution which help to increase overall business sales and
productivity in global marketplace. This documentation will describe about the importance of
CRM system, evaluating CRM as solution for eliminating different challenges or problem within
sales or marketing.
MAIN BODY
Discuss the importance of CRM for Southwest
CRM stands for customer relationship management system which is all about the
different activities, strategies and technologies use by Southwest Company to manage their
interaction with potential client. Customer relationship management system will be adopted by
southwest firm in order to gain more knowledge about the preferences of client so that they can
provide better options.
Basically, CRM helps for entire business to build a string relationship with existing
client, in turn, create client retention as well as loyalty. In this way, it can be identified the
revenue of southwest company and their trust or loyalty among revenue. CRM is mainly
considered as management strategy that results in increasing the more profitability as well as
productivity in marketplace (Chatterjee, Ghosh and Chaudhuri, 2020). At its core, CRM is
becoming as tool or platform that will create simple user interface for collecting or gathering
large amount of data. In this way, it will support for recognising the enterprise and establish
better communication with client in scalable manner.
Customer relationship management is one of the simplest way to implement within
southwest pharmaceutical firm (Shukla and Pattnaik, 2019). However, it can be implemented in
the different methods such as telephone, website and social media. These are basically used for
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purpose of marketing materials which are completely established an integration into a CRM
solution. In southwest firm, it is mainly focused on use CRM system in order to engage with
potential consumers through sales and marketing strategies. By using CRM, it will be designed
as innovation solution to beat high competition which basis on the CRM that makes it possible to
interact with client (Christofi and et.al., 2019). At certain level, CRM plays as important role in
organization to reduce the large amount of resources which is needed for sales or marketing
campaign. Moreover, involving the client in sales process through CRM which help for
pharmaceutical firm to get information about the client, track or monitor different activities of
individual people.
Nowadays, it is important for pharmaceutical company to improve their revenue in
competitive environment and engaging with consumer for developing better brand reputation.
Typically, CRM can support for developing customer centric service within southwest
pharmaceutical firm which allows them to optimize its production process, sales and marketing.
in this way, it has been identified that use of CRM become a significance to increase
opportunities and enhance sales force productivity, strengthen customer relation, track or
monitor client activities.
With adoption of CRM system with all tiers of southwest firm, ultimately exploring its
capabilities. While performing the different steps which make a better advantage, benefits from
entering into enterprise. This will help for business to account the important details about the
customer and other departments such as marketing, sales. Through this CRM as solution which
have gained more revenue of entire business in global marketplace (Dutt and Chauhan, 2019).
Sales productivity issues are resolved by CRM and generating the amount of leads. Sometimes, it
is not easier for some valuable aspect to fall through cracks, escaping the more attention towards
sales. However, it seamlessly integrated the process or method for entering leads into Customer
Relationship Management (CRM). These are fully integrated and showing as visibility of
customer detailed in proper manner. in this way, it become easier for southwest pharmaceutical
company to increase overall revenue in global world.
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Evaluating Few CRM Solution available
Customer relationship management software refers to the technical solution that help for
southwest pharmaceutical firm to manage the better communication with existing or potential
client. CRM is a type of open source which typically means that some of source code which are
being available to users, review and modification. That’s why, southwest firm has been hired the
IT consultant to develop or build a robust system and performed different activities. This will
help for eliminating any kind of errors within system (Kasemsap, 2019). For purpose of sales or
marketing, Add-ons is the one of the most common tool or platform integrated with CRM
solution. It will support for pharmaceutical firm to perform the operations such as reporting,
tracking. Sometimes, it is also establishing a direct integration with another system in fastest
while another third party require to middleware to facilitate the exchange of data between CRM.
Customer relationship management (CRM) is consider as important aspects within
southwest firm whereas running the successful business in proper manner. It is better way to
establish a relationship, easier to conduct the enterprise and generate more revenue (Shukla and
Pattnaik, 2019). This type of modern technology will help for improving current business
operations and CRM which makes a good enterprise sense.
CRM (Customer relationship Management) solution fall into different categories and
become appropriate for southwest.
Outsource Solutions-
Application service providers can give better option in web based CRM solutions for southwest
enterprise. This kind of approach is becoming ideal if necessary to implement as quick solution.
Southwest firm have tackled to complex situation because of lack of data management (Nam,
Lee and Lee, 2019). At some time, it may increase the problem while eliminating the problem or
issues regarding large amount of data collection. It is the good solution provide by CRM.
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Off-the-shelf solutions-
Many companies are offering CRM application that can integrate with different existing
packages. So as southwest firm is also used in their business to cut down version of such
software. It may be considered the suitable for enterprise (Rafiki, Hidayat and Razzaq, 2019). it
is a type of cheapest option as investing in different standards within software components. The
downside is that software may have not always do precisely, if want and have trade off
functionality which become convenience in term of price or cost. It help for business to achieve
key success in term of flexibility without compromising too much.
Custom software-
For the ultimately in tailored CRM solutions, software engineers and IT consultant will
customise or create a CRM system or integrate it with existing software. However, it can be
expensive as well as time consuming. If southwest firm can select that option which make sure
that carefully specify all tasks linked within sales, monitoring activities. Usually, it is the most
expensive option but it vary depending on what kind of system designed.
Managed Solution-
Southwest will be managed the better CRM solutions which has been customised between
outsource solution. Sometimes, it involves renting a customised suite of CRM application. It is
becoming cost effective but it means that have compromise in context of functionality.
Possible challenges southwest will face in implementing
Customer relationship management system can be incredibly powerful tool or platform to
grow their business. By using CRM, it can track sales leads in which turns into closed sales
faster. Afterwards, it will be managing the customer support issues and better market to client for
following on sales or renewals (Shukla and Pattnaik, 2019). In this way, southwest
pharmaceutical firm can be evaluating the CRM system which help for organising sales lead,
following up on sales leads. This kind of CRM system would be better than what we have. In
recently, southwest firm has already faced the issue of disconnection and hard to find emails,
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chat message. In this way, Customer relationship management (CRM) can support for
eliminating certain kind of complex issue within organization.
CRM adoption and implementation issue has been reported by southwest firm during task
executions. Company have a lack of alternatives and outsource a significant proportion of their
customer relationship management system as solution. But it is not enough to have consider all
essential resources and develop CRM software (Dutt and Chauhan, 2019). In this way, it has
chanced to failure of system.
Another way, it may increase such complex situation within timing and processes.
Moreover, southwest pharmaceutical firm is always focused on the use of independent channels
which may preferred to as concurrent. It provide the better benefits, advantage of consumer but
they have might to create as competition between the different customer service tools.
There are some common challenges will face by southwest enterprise at the time of CRM
adoption or implementation.
Challeneg-1 convincing the staff members to change
It is the one of the toughest challenges of CRM implementation that will be technology
related. It can be intimidating but out of different CRM problem faced by enterprise. It is one
that will give the most trouble among employees. Typically, staff member can use the old
version of CRM which easier for them to access and perform different task.
For purpose of business improvement, southwest firm has been focused on the robust
system that will support for changing their ingrained practices. Many people will embrace
innovation as well as change others will resist. Therefore, CRM as robust system can help them
to break down into different divisions. Afterwards, it overhauling everything that should be done
in customer service, monitoring, sales and marketing. It may actually cause division among
different workforce.
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Solution-1
It often the reason that people struggle with cloud migration is that enterprise does not
clearly defined the suitable strategy for changes ahead. By resolving problem, southwest firm has
been focused on the transformation like as success, IT consultant must culture of learning as well
as digital innovation. It needs to be encouraged from top down approach so that each and every
staff members to learn something new. Afterwards, it is helping to adopt the new process and
CRM features.
Challenge-2 handling data security
In context of southwest firm, it is mainly focused on the handle or mange the single
identity, data or information have all about the potential consumers. Company will examine that
identify past performance of sales, marketing. It is putting more efforts which become crucial
component for all future operations (Dutt and Chauhan, 2019). Many people can prefer to keep
record the large amount of data or information on the local server. But problem may arise when
involve gathering or transferring, stick within specific data. In this way, it would be increasing
the problem or issue related losing treasured data within technological aspect.
Solution-2
The most important solution is to select or choose right CRM with full of new features
that always support for improving overall business activities. It allows for enterprise to make a
smooth transition to the cloud with just of selection. Data is important aspect of southwest
pharmaceutical firm which is always inspiring or motivating to perform different tasks in proper
manner. Each and every team can tap into raw potential. By using CRM, it provide the better
experience of every staff members to store, organize or track so that they can get actionable
insights. Sometimes, it is also putting them to good use in their sales productive and then offer a
better level of client services.
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Challenge-3 leaving favored program and scene behind software
The challenges of CRM is the potential disruption within existing processes. Even if it
can manage or control to convince everyone and develop an effective dynamic culture. But still
they have a still remain sizable feat for changing the perception towards CRM.
Solution-3
In recently, it has been implementing CRM system which does not means giving up all kind
of program or process. Instead, it will be offering the better facilities or service of southwest
pharmaceutical firm. It brings them where all activities are performed together (Dutt and
Chauhan, 2019).
Furthermore, it has been considered unified system that can still implement different tools or
platform as integration. It allows them for every staff members within southwest to continue
using CRM as solution.
CONCLUSION
From above discussion, it has concluded that Customer relationship management plays
important role within pharmaceutical company which provide the better opportunities to enhance
overall business productivity as well as profitability in global marketplace. in this report, it has
summarised that CRM help them to perform the different kinds of IT and business processes
establish the relationship with delivery of product as well as service. This report has been
discussed about the deploy a New CRM solution which help to increase overall business sales
and productivity in global marketplace. However, it can be identified the significance of
customer relationship management system (CRM) and also evaluating CRM as solution for
improving the certain kind of challenges within organization.
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REFERENCES
Book and Journals
Chatterjee, S., Ghosh, S.K. and Chaudhuri, R., 2020. Knowledge management in improving
business process: an interpretative framework for successful implementation of AI–
CRM–KM system in organizations. Business Process Management Journal.
Christofi, M. and et.al., 2019. CRM campaigns with choice for enhanced business process
performance. Business Process Management Journal.
Dutt, H. and Chauhan, K., 2019. Using flexibility in designing CRM solution. Global Journal of
Flexible Systems Management. 20(2). pp.103-116.
Kasemsap, K., 2019. Facilitating customer relationship management in modern business.
In Advanced Methodologies and Technologies in Digital Marketing and
Entrepreneurship (pp. 44-56). IGI Global.
Nam, D., Lee, J. and Lee, H., 2019. Business analytics use in CRM: A nomological net from IT
competence to CRM performance. International Journal of Information Management. 45.
pp.233-245.
Rafiki, A., Hidayat, S.E. and Razzaq, D.A.A., 2019. CRM and organizational
performance. International Journal of Organizational Analysis.
Shukla, M.K. and Pattnaik, P.N., 2019. Managing customer relations in a modern business
environment: Towards an ecosystem-based sustainable CRM model. Journal of
Relationship Marketing. 18(1). pp.17-33.
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