Case 1: Laurs & Bridz: Implementation of a CRM Solution

Case Synopsis: L&B is a fast-growing Indian pharmaceutical company. It needs to deploy a CRM solution to strengthen its sales and marketing. And build a robust system to track customers, strengthen customer relations and enhance sales force productivity. In 2017, the firm is considering several CRM solutions which have been shortlisted on the basis of features and price. L&B is facing important questions: Which of the CRM solutions best suits the firm? What will be the direct and indirect effects of the implementation? With these questions in mind, the company Director Manoj Chaudhary is reviewing the details of the various CRM solutions and wondering if he should invest INR 50 million in one of the products. He wants to know what approach he should adopt in implementing such a solution and what challenges he should expect for successful implementation.

Please answer the given Questions:

1) Discuss the importance of CRM to L&B. Why should the company opt for a CRM solution?

2) Evaluate the direct and indirect effects of CRM initiatives on L&B?

3) Which CRM solution should L&B select and why?

4) Suggest a plan for implementing the CRM solution. Should it implement the solution for the entire salesforce at once or do it in a phased manner?

5) What possible challenges would L&B encounter? How can it mitigate these potential challenges?