IMPLEMENTATION OF MODERN TRENDS IN CRM SYSTEM OF SELECTED PHARMACEUTICAL COMPANY

Current trends that are reflected in corporate CRM and business processes, especially new opportunities to support sales, marketing and engage between sales representatives and HCP/HCO. The latest tools Veeva Engage, Veeva Webinars, Sales Force Marketing Cloud and their integrations into the global enterprise IS architecture is an important part of the innovation, which completely change market reality and ways of working. The main goal of this thesis is to reveal shortcomings of customer relationship management in selected pharmaceutical company in comparison with modern trends in CRM systems and as a result to propose ways to eliminate these shortcomings leading to the implementation of an effective and suitable CRM trends. Nowadays, CRM is not only software - it’s a combination of software package and organizational culture of the company and their culture. Cultural aspects are important in determining the success or failure of CRM implementations. CRM will not succeed unless a proper cultural foundation exists. An organizational cultural environment that stresses the importance of customer-focused behaviors, information and knowledge sharing, cross-functional teams, performance-based rewards, supportive relationships, adaptive and responsive attitudes to change, and a higher degree of risk-taking and innovation, is more likely to be associated with successful CRM system implementation. This thesis includes analysis of modern CRM trends and their implementation in pharmaceutical company, where the results of this analysis reveal space to optimize work with customers and by that increase customer experience. At the same time, the current course of action is compared with current CRM solution in selected pharmaceutical company. Moreover, this thesis proposes recommendations for increasing the effectiveness of the usage CRM system in selected pharmaceutical company by implementing suitable modern trends.