Implementation of A CRM Solution in Laurs & Bridz Company

Laurs & Bidz (L&B) is a prominent Indian pharmaceutical firm that distributes its medicines all over the world. It engages in the manufacture of combination medications and has a diverse portfolio that includes pills, injectable, and novel drugs. Among the products in the catalog are painkillers, antibiotics, as well as iron-deficiency medications (Indiamart, 2022). The corporation has broadened and extended its skills to include healthcare items. All items are prepared with the highest care to provide alleviation that will lead to a happy and healthy life. After all, the comfortable Life encompasses everything that contributes to contentment.

The firm’s complete product line is in high demand in various health facilities and clinics. It has pursued the approach of providing a great combination of quality and pricing since our start. The company is backed by its knowledgeable and entrepreneurial employees and the unwavering efforts of its organized and customer-focused marketing departments and a diverse product line (Indiamart, 2022). The firm is quickly spreading its influence across the industry and establishing itself as a significant player in the medical field. The immediate objective of L&B’s director is to establish a pan-Indian reach (Indiamart, 2022). The corporation now has a significant foothold in the nation’s north, but it wished to extend into India’s western region.

Importance of CRM in Pharmaceutical Companies and Selection of CRM Solution

A customer relationship management (CRM) system assists companies in reaching new clients, gaining their trust, and keeping them satisfied by arranging customer and potential data to make it easy to create deeper relationships with them and expand the business quicker. As a result, CRM refers to any technology, method, or process that assists organizations in better organizing and accessing customer data (Stevens, Willcox, and Borovoy, 2019). CRM systems may make a substantial contribution to the success of any organization, particularly a pharmaceutical firm. The primary advantage might be perceived as increasing income and cost savings. Increased income: CRM uses a variety of benefits to raise profits. More excellent knowledge and development of current consumers can increase sales, resale levels, referrals, and less price-sensitive clients (Ha, 2018). This may be accomplished, along with other things, by improving the coordination of all client channels. Higher lead ratios may be obtained due to planned business expansion, and more prospects will ultimately be turned into purchasers. Nevertheless, this boost in revenue will not be achieved through increased charges.

A well-functioning CRM system, on the other hand, aids in cost-cutting. Smaller process costs, fewer administrative efforts, reduced divergent sales and marketing losses, and a rise in personnel and customer self-service levels all contribute to cost reductions (Stevens, Willcox, and Borovoy, 2019). CRM advantages for clients differ to some extent; in most situations, the benefits are related to saving time on relevant advertising and marketing procedures and being given practical tools. For instance, about a level of sales, CRM provides data on items, promotions, and consumer insights to the organization (Stevens, Willcox, and Borovoy, 2019). On the retail level, it is used mainly by retailers, distributors, and merchants to keep track of the products. CRM assists the client with problem identification and managing assurances when the service is provided.

Evaluation of Direct and Indirect Effects of CRM Initiatives on Laurs & Bridz

Despite the company’s significant presence and vigorous growth rate, L&B was experiencing challenges in that it was getting increasingly inefficient to maintain its consumers’ information as its client base grew. As a result, the director committed 50 million rupees in CRM (Indiamart, 2022). This was a direct impact aimed at increasing the firm’s relationship with its consumers, creating value, and making the company a highly touted prospect for users to make purchase decisions. It is critical in the pharmaceutical industry to have excellent CRM tactics in place in order to secure income from the sector’s prominent physicians. Nonetheless, by developing more robust connections with clients, L&B would be able to meet the unique wants of its purchasers and become more appealing to them and gain a wealth of information.

This would provide L&B with a direct and significant advantage in terms of business growth and profit generation by obtaining higher sales (Kaur and Tamboli, 2018). Indirectly, the acquisition of specialized software might increase the productivity of the company’s performance (Huang et al., 2019). This may be to the degree that medical representatives (MRs) can better plan their appointments to physicians. For example, when arranging the visits at a specific time. As a result, MRs will be able to see more doctors since they will be able to plan their daily routines in a methodical manner (Kaur and Tamboli, 2018). Regardless, if the MRs had technology that offers details about the physicians’ purchasing inclinations and medication storage periods, they would only have to undertake these trips when needed, resulting in more productive performance.

The Best CRM Solution for Laurs & Bridz

An organized method is the best way to succeed in selecting and implementing a CRM solution while keeping all pharmaceutical needs in mind. Therefore, L&B should examine the strategic plan first, followed by objectives, and finally, the suitable technology. On this basis, the choice of the appropriate system may be made. The platform may then be installed and administered in conjunction with change management. CRMNEXT would be the perfect solution for L&B because it is on its way to becoming a huge corporation. In addition, this is due to CRMNEXT’s status as a worldwide CRM solution supplier specializing in customer relationship optimization (Saleh and Saheli, 2019). It comprises the sub-module necessary for the sales and marketing activities. It also includes an operation sub-module with capabilities such as SLA (service-level management), strategic leadership, contract administration, cross-sell proposals, sourcing, and cross-sell analysis software (Saleh and Saheli, 2019). The main reason for selecting CRMNEXT is because it is user-friendly and simple to merge, modify, and incorporate into any existing processes. It also offers a single platform with a robust 360-degree perspective. Additionally, it is the most effective software at monitoring consumer leads and has the best data organization capabilities (Saleh and Saheli, 2019). This quick selection for a given system will address all of the problems.

Question 4: Laurs & Bridz’s Two Phased CRM Solution Plan

Given selecting the best CRM solution for the organization, the following stage is to create an implementation strategy. In this case, the corporation must establish a client database or data record, which for L&B entails gathering and combining all of the Microsoft Collected data that each of the workers stored (Saleh and Saheli, 2019). It is advised that the organization introduce the CRM in a phased way for two purposes. The first is to think of it as a final examination of the validation procedure (Roggeveen and Beitelspacher, 2019). The system will be evaluated by the supplier, the project leader, and the CRM team prior to installation.

On the other hand, workers are the ones with the most knowledge in this area. They are the ones that spend the most time working on the application and interacting with clients; therefore, their input is quite valuable. Training is an essential part of the project execution, and as soon as the organization commences training, it must get information from the employees on a regular basis (Chernyavs’ka, 2019). The employer will want to understand how they think about the new structure, for better or worse. Because staff will be utilizing the CRM framework five days a week, the corporation will need to ensure they are entirely comfortable and pleased with the technology.

As a result, implementers should question the employees about their perspectives in order to learn what works and what requires improvement. The second rationale for implementing CRM in stages is to reduce the amount of interruption. As previously stated, the implementation phase involves training, which would require one to two weeks. This implies that no one will assist or sell to consumers if one begins the CRM process while the firm is training its staff (Goranda, Nurhayati, and Simanjuntak, 2021). Another complication is that the technology is new, and if there are any issues with it, it will be challenging to assist consumers and maintain the operations while it is being rectified.

Laurs & Bridz’s Challenges and Mitigation of CRM Solution

The first concern that the L&B Corporation will confront is employee resistance. According to many assessments, the probability of failure of CRM adoption is considerable, with some studies placing the figure at a 50% CRM fail rate (Kanimozhi, 2019). In addition, poor staff buy-in is among the most significant barriers businesses encounter when using CRM (Pohludka and tverková, 2019). Although employee resistance cannot be avoided entirely, it may be lessened, and there are several measures the firm can take to help. Some of the initiatives that may be performed are personnel training and certification, practical communication, enhanced engagement and involvement in CRM strategy and execution, and assisting (Goranda, Nurhayati, and Simanjuntak, 2021). Another problem is getting all departments to operate at the same levels. CRM, as a whole, as well as its application, is highly complicated, requiring much education and effort. As everyone will utilize and draw from the CRM for making choices, it must be connected throughout all areas of the firm. As a result, appropriate training of staff is required to ensure reliable communication utilizing the CRM system.

With CRM, a firm has two alternatives, and these initiatives will be complicated since they will determine whether the company succeeds or fails. The first option is to choose the appropriate tool, which, as discussed above for L&B, is CRMNEXT. However, before making a decision, the company must evaluate various factors. To make this decision, the L&B must first identify the problem and assess what solutions are available. Then figure out how many individuals and departments will be utilizing the application. Similarly, L&B should determine if the provider provides adequate training (Goranda, Nurhayati, and Simanjuntak, 2021). The organization must also assess the dealer’s level of customer service, pricing, and other factors. The organization must make a second decision about information storage for the CRM (Kanimozhi, 2019). Cloud versus On-premise are the two possibilities for this. The best way to deal with these issues is to prepare ahead, conduct research, and develop a complete strategy.

Reference List

Chernyavs’ka, I. (2019) ‘Organizational support for industrial restructuring at metallurgical enterprises’, Modern Economics, 13(1), pp.259-265.

Goranda, I., Nurhayati, P. and Simanjuntak, M. (2021) ‘Analysis of consumer satisfaction and loyalty factors with CRM approach in agribusiness E-commerce company’, Journal of Consumer Sciences, 6(2), pp.111-128.

Ha, E. (2018) ‘Implementation of multi-channel IPCC platform for RBAC based CRM service’, Journal of Digital Contents Society, 19(9), pp.1751-1758. (Ha, 2018)

Huang, C., Yi, G., Zeng, Q., Hu, L. and Xu, Z. (2019) ‘Design and software implementation of a navigation accuracy evaluation based on error model solution’, Instrumentation Mesure Métrologie, 18(3), pp.267-273

Indiamart. (2022) Laurs & Bridz Pharmaceuticals Pvt. Ltd. [online] Web.

Kanimozhi, R. (2019) ‘Adaptive and intelligent framework of data protection techniques for cloud storage’, International Journal of Cloud Computing, 8(1), p.50.

Kaur, G. and Tamboli, R. (2018) ‘A study of the CRM strategies adopted by the pharmaceutical companies at the level of retailers (Chemist) in Delhi City’, MERI-Journal of Management & IT, 12(1), p.1.

Pohludka, M. and Štverková, H. (2019) ‘The Best practice of CRM Implementation for small- and medium-sized enterprises’, Administrative Sciences, 9(1), p.22.

Roggeveen, A. and Beitelspacher, L. (2019) ‘Understanding and implementing CRM initiatives in international markets’, International Marketing Review, 37(4), pp.735-746.

Saleh, L. and Saheli, L. (2019) ‘CRM implementation in Lebanese SMEs: descriptive analyses, International Journal of Marketing Studies, 11(1), p.76.

Stevens, P., Willcox, J. and Borovoy, L. (2019) ‘Integrated (Enterprise) risk management in canadian healthcare organizations – common barriers and a shared solution for effective and efficient implementation in Canada’, Healthcare Quarterly, 22(1), pp.48-53.

Cite this paper

Select a referencing style


AssignZen. (2023, July 9). Implementation of A CRM Solution in Laurs & Bridz Company.

Work Cited

"Implementation of A CRM Solution in Laurs & Bridz Company." AssignZen, 9 July 2023,

1. AssignZen. "Implementation of A CRM Solution in Laurs & Bridz Company." July 9, 2023.


AssignZen. "Implementation of A CRM Solution in Laurs & Bridz Company." July 9, 2023.


AssignZen. 2023. "Implementation of A CRM Solution in Laurs & Bridz Company." July 9, 2023.


AssignZen. (2023) 'Implementation of A CRM Solution in Laurs & Bridz Company'. 9 July.

Click to copy

This report on Implementation of A CRM Solution in Laurs & Bridz Company was written and submitted by your fellow student. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly.

Removal Request

If you are the original creator of this paper and no longer wish to have it published on Asignzen, request the removal.