The Design And Implementation Of Mobile Customer Relationship Management System In Pharmaceutical Industry

Sales department usually plays a vital role in an enterprise. The sales team is required to implement promptly and accurately not only the decision of sales strategy but also the renovation of the marketing concept. Otherwise, the enterprise will increasingly drop behind its competitors, and finally be put out of the business competition. Moreover, a high efficient team should have more insights in finding customer demands. In order to achieve the foresaid requirements, standards and process automation can help the sales team to obtain valuable information and complete missions efficiently, and can be the core competitiveness and important secret key of a competitive enterprise.As a sales person usually visits different target customers at different places every day, it will be much more helpful if he can access the business data of the enterprise, such as customer information, promotions, product guidelines, reports and so on, quickly and simply by automatic IT system on his mobile phone at anywhere or anytime. At the same time, the company management can also access valuable sales report immediately to make prompt and right sales scheme, and optimize sales strategies according to feedback reports generated by the IT system, which may improve the market dominance for the company.Focusing on the demands of customer relationship management of pharmaceutical industry, this dissertation tries to develop a systematic solution for customer relationship management based on mobile and3G wireless internet platform, which includes automatic sales management module, onsite coaching module, customer data management module, customer training module, sales forecasting module, coordination and communication module. First, on the preliminary design stage, business requirements and targets should be analyzed by communicating with the sales team. Then, in order to integrating business process in each module, module splitting and re-analyzing is required. Next, systematic structure design, database design, terminal and backstage program realization need to be implemented based on the IT techniques. Finally, this dissertation will appraise the implementation results, operational performance of the system, and evaluate the affects to business. Mobile customer relationship management system for pharmaceutical industry based on newly developed terminal technologies can highly improve the system utilization and data accuracy, and thus help the enterprises optimize customer management and sales process. This system is a general model that may be expanded to retailing or prescription medicine sales customer management.