CASE #2
Laurs & Bridz: Implementation of a Customer Relationship Management Solution
You will use Gartner’s Eight Building Blocks of CRM to analyze this company’s current state of CRM readiness and recommend solutions that can be implemented to improve its state. You will use the tools under Modules 8 & 9 to assist you in this process.
- Discuss the importance of CRM strategies for pharmaceutical companies such as Laurs & Bridz. Why should the company opt for a CRM solution[1].
- Evaluate the direct (tangible) and indirect (more intangible) effects/benefits of a CRM initiative on Laurs & Bridz.
- Given the information provided in the case, assess the current level of CRM readiness at Laurs & Bridz, and identify GAP areas that need to be addressed in a CRM implementation. Propose high-level recommendations to close those GAPS.
- What CRM technology provider should Laurs & Bridz select and why? Present all the costs associated with implementing the solution[2].
- Recommend a plan and timeline for implementing your recommendations, i.e. should the company implement in phases or all at once?
- What potential obstacles or challenges will the company face in implementing a CRM strategy and solution? How can it mitigate these potential risks?
- Present a cost/benefit analysis of your recommendations to Laurs & Bridz. Compare the costs to the benefits.
[1] Solution represents technology.
[2] Do not limit yourself to the solutions presented in the case. Use the information in Module 6 to find the right solution.