CRM E-BUSINESS for INDUSTRI FARMASI

Today many companies use various means in their efforts to enhance Customer Relationship Management (CRM). In particular they are trying to provide services that are personal and can give you is high on customer satisfaction, both as stakeholders and shareholders. Thus expected to be a strong value chain interwoven between them through the customer relationship (customer relations). To be able to improve CRM, companies do not hesitate to invest a fairly expensive and sophisticated technology capable of providing maximum service to customers. On the other hand many companies that sell software and offer Web applications system applications such as e-mail marketing and the dot-coms. According to Costanzo (2003, p.8), CRM refers to a software system that helps companies obtain and store customer data and to conduct two-way relationship. But CRM is more emphasis today on changes in policies and procedures designed to increase sales and customer retention in the various lines of the pharmaceutical industry.

Customer Relationship Management (CRM) - which is the concept of integrating the company with its customers to create a relationship or relationships that lead to the creation of loyal customers (long-life customers).

In the pharmaceutical industry, good management and strategy towards the implementation of the three concepts above will bring its own competitive advantage for companies. ERP implementation will effectively make the business processes within the firm becomes faster, better, and cheaper. On the other hand, proper implementation of SCM will be able to improve efficiency and service level of companies, especially those associated with transportation and distribution processes. Meanwhile, the application of the concept of CRM is expected to maintain and even expand its customer base in existing markets pharmaceutical industry. There are thousands of pharmaceutical companies that have successfully applied various information technology concepts, particularly those related to e-business.

There are three strategic steps that must be done. First, properly understood in advance about the phenomenon and the ins beluknya eBusiness (particularly those related to the concept of the digital economy). Second, try to assess and study the phenomenon and whether the new paradigm will greatly affect the pharmaceutical industry (the easiest way is by learning from similar industries in other countries) where the relevant company. located. If you find that it is indeed an effect, it is necessary to implement the third step, namely to prepare the program "migration" into the information technology-based companies (internet). How to initially quite easily, as follows:

Core processes that exist in the Company and its supporting activities (supporting activities) into a simple diagram of Input-Process-Output - both internal and external (links with other parties such as suppliers, customers, and business partners). Let's examine each of these processes and determine where it may play a role of information technology replaces the traditional process, resulting in improved efficiency, effectiveness, and control. Usually four types of repairs can be done, ie: elimination process, simplification of processes, integration processes, or process automation. Evolutionarily, replace these processes with information technology (use of software technology, hardware, and telecommunications) that is suitable and do the activities of dissemination and implementation.

The tendency of most new business is to make customers as 'part' of the organization. The trend is in line with changes in business focus from the product centric to customer centric because of side products is increasingly difficult to find differentiation. product.

The advantage is obvious CRM is that it can speed up the process and provide ease of sales, marketing and customer service personnel with better information and complete. So that management can find out which marketing programs are most effective and which ones need to be improved to target more successful marketing investments by identifying new markets and opportunities, streamline marketing processes, quantifying ROI marketing costs, and increase productivity by reducing acquisition costs and marketing.

Therefore, the CRM can ultimately be considered as a tool in one hand provide intimacy between customers and companies, and on the other side gives a great advantage and improve the quality of products and services.