Marketing Project

1. AN ANALYTICAL STUDY OF-
CUSTOMER RELATIONSHIP MANAGEMENT IN ALLERGAN INDIA LTD:
PROJECT WORK ON “AN ANALYTICAL STUDY OF CUSTOMER RELATIONSHIP MANAGEMENT IN ALLERGAN INDIA LTD” IS SUBMITTED IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF POST GRADUATE DIPLOMA IN MARKETING MANAGEMENT FROM NMIMS GLOBAL ACCESS
SCHOOL FOR CONTINUING EDUCATION, MUMBAI.
THE PROJECT WORK ENTITLED “AN ANALYTICAL STUDY OF CUSTOMER RELATIONSHIP MANAGEMENT IN ALLERGAN INDIA LTD” IS CARRIED OUT BY
ME.
I HEREBY DECLARE THAT THE PROJECT WORK WAS CARRIED OUT WITH SINCERITY BY ME AND ANY OF THE DOCUMENTS OF THIS PROJECT WAS
NOT COPIED FROM ANYWHERE. THE SOURCES OF INFORMATION ARE DERIVED FROM EXISTING LITERATURE HAVE BEEN INDICATED THROUGH OUT
THE DISSERTION AT APPROPRIATE PLACE.
NAME- MONOJ KUMAR SINGHA
STUDENT NUMBER- 77119497479

2. ACKNOWLEDGEMENT-
I WISH TO GIVE MY SPECIAL THANKS TO NMIMS AND FOREMOST, I OWE MY SINCERE THANKS AND DEEP RESPECT AND GRATITUDE TO MY
ALL TEACHERS AND MY COLLEAGUES OF ALLERGAN FOR THEIR HELP AND GUIDANCE AND INSPIRATION TO COMPLETE THIS PROJECT
SUCCESSFULLY.
FINALLY, I WANT TO GIVE MY SPECIAL THANKS TO MY FAMILY AND FRIENDS FOR THEIR SUPPORT THROUGHT THIS JOURNEY.

3. CONTENTS:
SUBJECT-
❖ AIM & OBJECTIVE OF THE PROJECT
❖ ABSTRACT
❖ INTRODUCTION OF CUSTOMER RELATIONSHIP MANAGEMENT & IMPORTANCE OF CRM
❖ COMPONENTS OF CUSTOMER RELATIONSHIP MANAGEMENT
❖ TYPES OF CUSTOMER RELATIONSHIP MANAGEMENT & ITS ROLE
❖ CRM IN PHARMACEUTICAL INDUSTRY
❖ INTRODUCTION OF CUSTOMER RELATIONSHIP MANAGEMENT IN ALLERGAN INDIA PVT
LTD.
❖ EXECUTION OF CUSTOMER RELATIONSHIP MANAGEMENT AND VARIOUS FACTS OF
ALLERGAN
❖ METHODOLOGY USED FOR THE PROJECT
❖ ANALYSIS & CONCLUSION
❖ BIBLIOGRAPHY

4. AIM & OBJECTIVE OF THE PROJECT:
❖
AIM- To provide an understanding of the customer relationship management and to get an overview of the specific characteristics and roles
of customer of relationship management in various companies.
❖
SPECIFIC OBJECTIVE-To consider in detail the structural and functional details of Customer relationship management in Allergan
India Pvt Ltd.

5. ABSTRACT-
The project is based on customer relationship management and its important characteristics and roles of customer of relationship management in various
companies. Customers are the king of every business. CRM is a business strategy that aims to understand, anticipate and manage the needs of an
organizations current and potential customers. CRM is a shift from traditional marketing as it focuses on the retention of customers in addition to acquisition
of new customers. The term Customer relationship management is a standard terminology in today's business world. Customer relationship management
(CRM) can help organizations manage customer interactions more effectively to maintain competitiveness in the present economy. As more and more
organizations realize the significance of becoming customer-centric in today’s competitive era, they adopted CRM as a core business strategy and invested
heavily.
In this project we will also take a look on the customer relationship management system in Allergan India Ltd which is worlds no 1 company in eye
care medicines. We will discuss and also will try to understand, how the CRM system of Allergan has contributed significantly to their business growth.

6. INTRODUCTION:
Customer Relationship Management (CRM) is a management approach that seeks to create, develop and enhance relationships with carefully targeted customers
in order to maximize customer value, corporate profitability and thus shareholders’ value. Managing relationship with the customers has been of importance since
last many centuries, but with invent of information technology a new discipline in name of CRM has emerged. The CRM is primarily concerned with utilizing
information technology to implement relationship marketing strategies. A good customer relationship is the key to business success as customer is the king of
every business. The aim of CRM is to acquire and retain customers by providing them with optimal value in whatever way they deem important. The use of
customer relationship management (CRM) systems is becoming increasingly important to improve customer lifetime value. Understanding the needs of customers
and offering value-added services are recognized as factors that determine the success or failure of companies. So, more and more businesses begin to attach
great importance to customer relationship management, which focuses on customers instead of products or services that is considering customer’s needs in all
aspects of a business ensuring customers’ satisfaction. Customer relationship management (CRM) is the combination of practices, strategies and technologies that
companies use to manage and analyse customer interactions and data throughout the customer lifecycle. The goal is to improve customer service relationships
and assist in customer retention and drive sales growth. CRM systems compile customer data across different channels, or points of contact, between the
customer and the company, which could include the company's website, telephone, live chat, direct mail, marketing materials and social networks. CRM systems
can also give customer-facing staff member’s detailed information on customers' personal information, purchase history, buying preferences and concerns.
Customer relationship management systems can be easily customized to meet the specific needs of any business type and size. Start-ups, large enterprises, and
verticals like real-estate, healthcare, insurance, legal, media, restaurants, travel, banking, tax, freelancers, and non-profits all use a customer relationship
management software for increasing their sales, marketing, and customer support efforts. Whether you’re a small business looking for a place to store information
and have it accessible across multiple devices, or you’re a large business wanting to manage customer interactions and focus on improving customer satisfaction,
eventually you're going to need a Customer Relationship Management (CRM) software if your current process is unable to find solutions to these pressing
problems. CRM is the largest software market in the world, and has increasingly proven to be the best technological asset that companies can invest in. With the
prominence that the cloud CRM software market has been gaining over the years, and the ease with which CRMs can integrate with other applications that
businesses generally use, CRM systems help implementers cover every aspect of their business cycle with an increase in sales & marketing returns, all while
helping them cut down on their costs.

7. IMPORTANCE & OBJECTIVE OF CRM:
Taking care of current clients is more cost-effective than finding new ones. That’s why companies should strive for customer loyalty and aim at building long-lasting
relationships with them. What’s crucial here is that every stage of a customer’s journey will shape the relationship. That’s why everyone in the company should
have customer relations in the back of their minds, no matter what positions they hold. Activities related to building better customer relations can be either proactive
or reactive. For example, a press release about your new product would be a proactive tactic. Apologizing to your unsatisfied customers and giving them a discount
would be reactive. It’s obvious that customers can buy from whoever they choose. Customers tend to stay when they are happy with the company’s service.
In to-day’s world true relationship marketing practices require a fundamental shift in attitude towards viewing the customer as a partner and a business asset to be
managed for long-term profitability. The sale should not be viewed either as a conquest or as the end of the marketing process; rather it should be constructed as
the beginning of a relationship. The information technology, which includes the telecommunications, data storage and retrieval technologies, and the World Wide
Web, have created a revolution that has shifted the business firm’s orientation from production efficiency back to the customers’ needs. IT could draw the customer
closer to the company, build a relationship, and reduce the probability of customer defection.
IMPORTANCE OF TECHNOLOGY IN CRM:
Success of CRM is dependent upon the choosing the right technology and activity that involves data handling, complex modelling and requires lesser
subjectivity/human intervention. The application of technology is the most exciting, fastest growing, and changing the way customers get information about products
and services. Technology includes all of the equipment, software, and communication links that organizations use to enable or improve their processes, including
everything from simple overhead transparency projectors to laptop computers, from fax machines to email, from audiocassette and videocassette players to cellular
phones and voice mail. The most widely used tools are-
Electronic Point of Sale (EPOS) - The main benefit of EPOS and retail scanner systems is the amount of timely and accurate information they deliver. Advances
in the technology have significantly aided the scope for data analysis. IN addition to the original scanner-related data on sales rate, stock levels, stock turn, price
and margin, retailers now have information about the demographics, socio-economic and lifestyle characteristics of consumers.
Sales Force Automation: These systems help in automating and optimizing sales processes to shorten the sales cycle and increase sales productivity. They
enable the company to track and manage all qualified leads, contacts, and opportunities throughout the sales cycle including customer support. They improve the
effectiveness of marketing communications programs for generating quality leads as well as greater accuracy in sales forecasting. The Internet can be used by the
company in imparting proper training to its sales force. In-depth product information, specialized databases solutions, sales force support queries, and a set of
internal information on the Internet can improve the productivity of the sales force.

8. Customer Service Helpdesk: These applications help the company in automating the customer support processes, which enable it to deliver high quality service
to their customers. Such software helps in logging the information about customers, enquiries, and suggestions, etc. It also helps in directing these queries to
appropriate employees within the company. It maintains information regarding status of customer enquiries and stores all support calls and related communications
to final resolution, continually updating the database accordingly. With an automated customer service, a company can reduce the costs of maintaining its customer
service.
Call Centres: Call centre helps in automating the operations of inbound and outbound calls generated between company and its customers. These solutions
integrate the voice switch of automated telephone systems with agent host software allowing for automatic call routing to agents, auto display of relevant customer
data, predictive dialling, self-service interactive Voice Response systems, etc. These systems are useful in high volume segments like banking, telecom and
hospitality.
Today, more innovative channels of interacting with customers are emerging, comprehensive CRM systems allowing them to handle customer interactions in all
forms.

9. BENEFITS OF CUSTOMER RELATIONSHIP MANAGEMENT:
Customer relationship management (CRM) helps businesses to gain an insight into the behaviour of their customers and modify their business operations to
ensure that customers are served in the best possible way. The use of CRM systems can benefit organizations ranging from small businesses to large
corporations, through:
❑
Having customer information such as past purchases and interaction history easily accessible can help customer support representatives provide better and faster
customer service.
❑
Collection of and access to customer data can help businesses identify trends and insights about their customers through reporting and visualization features.
❑
Automation of menial, but necessary, sales funnel and customer support tasks.
CRM is therefore understood as a customer-oriented management approach where information systems provide information to support operational, analytical
and collaborative CRM processes and thus contribute to customer profitability and retention. While potential benefits are attractive, CRM implementation must be
managed carefully to deliver results.
A CRM platform helps companies target different audiences, set scores and alerts based on an individual lead or customer’s activity, proactively work with contacts,
and maintain relationships. Best of all, a CRM system can be used across departments to ensure that all customer-facing teams are empowered with the right
data to create incredible customer experiences. An advantage that CRM platforms have over other customer relationship management systems is that you can
see who interacts with your company and how. For example, a lead successfully filled out a form on a landing page after seeing a particular ad on social media. In
the same way that the data in your CRM platform can help automate more personalized outreach throughout the marketing funnel, it can improve a sales team’s
outreach efforts or customer service’s ability to help customers. If a sales team has the knowledge of what interests a particular customer most, they or a support
representative can meet the customer’s needs and solve problems more proactively. Marketing can spend more time creating campaigns that resonate with their
audience, analysing data, and testing different strategies based on analytics. Sales can focus on selling the right product or service to customers. Customer
service agents can dedicate their time to working with customers who have questions, problems, or more complex needs.
Ultimately, an efficient company can better serve its customers — that’s the greatest benefit of CRM software.

10. COMPONENTS OF CRM-
A CRM system consists of three major components, those are-
a) CRM Software - This is the backend of CRM systems which usually includes a relational database for storing persistent information, a software applications
for handling business logics.
b) Client Hardware - It could be a PC or handheld devices for accessing enterprise information.
c) Mobile Middleware - A middleware facilitates the interactions between CRM software and access devices or PCs. The Mobile middleware provides great
benefits for mobile workers to access and share enterprise information across organizational lines and locations.
Businesses are more likely to succeed if they have stable and good relations with their customers. This is the reason the technologies addressing customer-related
Issues are becoming increasingly popular. At the most basic level, CRM software consolidates customer information and documents it into a single CRM database
so business users can more easily access and manage it. Organizations face considerable challenges in implementing large-scale integrated systems such as ERP
and CRM. Implementation of a CRM system was identified as a critical need to align with the overall business strategy of selling solutions, instead of products. The
implementation was driven by the business users, with IT playing a facilitating role, thereby making sure that users derive maximum value from implementation. Key
components of CRM system are described below-
Workflow Automation- CRM tools with marketing automation capabilities can automate repetitive tasks to enhance marketing efforts at different points in the
lifecycle for lead generation. For example, as sales prospects come into the system, it might automatically send email marketing content, with the goal of
turning a sales lead into a full-fledged customer.
Sales Automation- Marketing and sales are two processes that wouldn’t benefit a business if they ate on their own. Your CRM software handles these
two complementary processes for you. If marketing and sales force integration are achieved, the marketing department can move leads directly to sales.
Human Resource Management- CRM systems help track employee information, such as contact information, performance reviews and benefits within a company.
This enables the HR department to more effectively manage the internal workforce.
Lead Management- Lead Management in CRM implementation is used to keep track of the prospects and their dispersion. This component is extensively used in
sales, marketing, and customer service processes. It includes anything from effective campaign management to customized forms and even communications. It
also studies customers’ buying behaviours to identify potential sales leads.
Analytics. Analytics in CRM help create better customer satisfaction rates by analysing user data and helping create targeted marketing campaigns.

11. Project management. Some CRM systems include features to help users keep track of client project details such as objectives, strategic alignment, processes,
risk management and progress.
Pipeline Management- Before investing in your business’ products or services, a client goes through several processes. Following every client through these steps
of their journey towards buying what you offer is imperative. That is, to ensure that they consider taking your desired action. CRM software’s pipeline management
component will classify your customers based on their purchasing journey stage. This facility provides the chance to reach out to the best offers— or best hasten
the deal to a close.
Customer Service- Customer service functions to collect information from consumers; pieces of information, such as their buying habits and other
relevant data. This information helps businesses expand their understanding of customer needs and complaints.
Integration with other software. Many CRM systems can integrate with other software, such as call center and enterprise resource planning (ERP) systems.
Technological advancements in the recent times have enabled business organizations to automate their processes. This has resulted in greater profits through cost
reduction in costs cycle time and workforce. CRM technologies enable an organization to present a single point of contact to its customers. CRM is a broad term
encompassing many strategies, processes and technologies all working in tandem to get as close to the customer as possible. In order to have healthy relationship
with its customers the company needs to monitor its customer’s behaviours in each transaction and provide them what they want.

12. TYPES OF CRM & THEIR ROLE:
Nowadays, three major types of customer relationship management systems, namely operational CRM, analytical CRM, and collaborative CRM are being used
in many organizations.
Operational CRM- It provides support to front-office business processes that involve direct interaction with customers through any communication channel, such as
phone, fax, e-mail, etc. The details of every interaction with customers, including their requirements, preferences, topics of discussion, etc., are stored in the
customers’ contact history and can be retrieved by the organization’s staff whenever required.
Thus, it presents a unified view of customers across the organization and across all communication channels. Examples of operational CRM applications are sales
force automation, customer service, and support, enterprise marketing automation etc.
Analytical CRM- It enables us to analyze customer data generated by operational CRM applications, understand the customers’ behavior, and derive their true value
to the organization. This helps to approach the customers with pertinent information and proposals that satisfy their needs.
The analytical customer relationship management applications use analytical marketing tools like data mining to extract meaningful information like the buying patterns
of the customers, target market, profitable and unprofitable customers, etc., that help to improve the performance of the business.
Collaborative CRM- t allows easier collaboration with customers, suppliers, and business partners and, thus, enhances sales and customer services across all the
marketing channels. The major goal of collaborative customer relationship management applications is to improve the quality of services provided to the customers,
thereby increasing the customer’s loyalty. Examples of collaborative CRM applications are partner relationship management (PRM), customer self-service and
feedback, etc.
Effective customer relationship management systems can help organizations to determine their most profitable customers and establish a long-term relationship
with them. This can increase the firm’s sales revenue, CRM results in reduced churn rate (the number of customers who stop buying or using products of a
company) by enabling the firms to customize and personalize the products according to user needs, preferences. buying habits, Enables provision of better
customer service and support across all the touchpoints, whichever the customer uses.
The customer relationship management systems comprise a set of tools that capture customer information from all customer touchpoints (methods of interacting with
customers) like e-mail, telephone, fax, retail stores, company’s website, etc. This consolidated info is stored in a common customer database and made available
across the organization via the Internet, intranet, or other network links. CRM systems work best when companies spend time cleaning up their existing customer data
to eliminate duplicate and incomplete records before they supplement CRM data with external sources of information.

13. CRM Applications:
Some of the functional and technical requirements for CRM solutions are-
Business Intelligence and Analytical Capabilities: CRM applications contain vast amounts of information that pertain to an organization’s customers and prospects.
This information needs to be leveraged and analysed by decision makers so that they can make more informed and timely business decisions. This is possible only if
CRM solutions have robust business intelligence and analytical capabilities. This is a major requirement primarily for marketing applications.
Unified Channels of Customer Interaction: This involves not only integrating the functional components of CRM solution but also integrating these components across
multiple channels so that the customer interaction can be seamless, consistent and efficient.
Web-based Functionality Support: Web-based functionality is essential for applications such as web self-service and unassisted sales. Web is also a critical channel
for e-business and is also important from an infrastructure perspective. Users of CRM applications require access to their applications, which is supported via standard
web-browsers. Moreover business logic and data are maintained centrally, thus facilitating the deployment, maintenance, and upgrading of applications
Centralized Repository for Customer Information: CRM solutions should work from a centralized repository so that current customer information is available in real-
time to all customer-facing employees.
Integrated Workflow: CRM solutions should have a strong workflow engine to ensure that cross-functional tasks can be accomplished as dynamically and seamlessly
as possible.
The CRM applications are a convergence of functional components, advanced technologies and channels. Functional components include campaign applications, sales
applications, marketing automation, and customer service and support applications. Channels include the Web, call centres and phone, and mobile devices.

14. CRM IN PHARMACEUTICAL INDUSTRY-
Customer relationship management solution is a comprehensive solution that helps pharmaceutical companies in managing relationships with physicians, chemists,
hospitals and healthcare societies. Customer relationship management solution offers features such as optimize lead management and customer segmentation.
Particularly in the pharmaceutical industry, Customer Relationship Management and the tools that support it haven been for years an integral part of marketing and
sales. It involves using technology to organize, automate, and synchronize business processes and sales activities, but also those for marketing, customer service, and
technical support. This system is virtual so anybody can use this system because this system does not require any physical offices or environment. Each employee in the
company must be aware of the need and importance of CRM. Pharmaceutical industry is struggling for developing and maintaining the relation with the customers for
that, sales representatives are trying to develop relation with all the stakeholders viz. Doctor, Stockist and Retailers i.e. Chemist. CRM Leverage Points in
Pharmaceuticals Industry Compared to other industries, pharmaceutical Industry retains distinctive advantages in, and should make continued efforts toward improving: (
1) Individualizing Services & Offers (2) Integrating CRM elements more efficiently ( 3) Interacting in a highly sophisticated fashion.
The pharmaceutical industry is undergoing an enormous transformation process. The rising costs and increased complexity of the pharmaceutical network combined with
the emergence of new business models on the Internet are putting the healthcare sector under enormous pressure. Customer relationship management means
increasing revenues and profitability by coordinating, consolidating and integrating all points of contact that enterprises have with their customers, which is what in effect
integrates sales, marketing and service. CRM focuses primarily on the marketing, sales and service processes-
• Marketing process: CRM supports the customer and the business itself with information on products, campaigns, customer profiling, etc.
• Sales process: CRM supports the customer with call centre activities, product configuration information, etc.
• Service process: CRM supports the customer with problem analysis, handling guarantees, etc.
CRM in pharma industries is centralized to get the data of drug manufacturers via the web, email, mobile, and other communication channels. Whenever your staff login
to CRM, they would be able to retrieve accurate information about the products and services you provide to the customers. With CRM for your Pharmaceutical business,
you can reveal the existence of your newest medications, and organize staff work for maximum productivity.
Key advantage of CRM for Pharma companies are discussed below-
a) Automated Campaign Management- Generally, the pharmaceutical industry needs to promote various products and services to get customers’ attention. Campaigns
are an efficient way to promote your business. But, when you opt for a tool to run the marketing operation, you will have add on benefits. A CRM offers exclusive
ways to run an automated campaign smartly. The facilities from CRM enable the sales team to execute well-planned marketing activities to drive more sales.
b) Establish a strong connection with customers- CRM for the Pharmaceutical industry renders better visibility on entire dealers, distributors and channel tier. This will
help you to maintain & intensify connection with your potential customers. With the reminder facility, it is simple to get a reminder when the service expires. Hence,

15. you can communicate with the client and offer the renewal packages. Plus, you can send personalized messages from CRM on special occasions which is essential
to make a strong connection between you and your audience.
c) Offer improved Customer Services- Quality customer service is the key to success for any business. Especially, when you are in the pharmaceutical business, it is
imperative to deliver world-class customer service to get the repeat business from your customers. A customer relationship management software allows to efficiently
manage customer database and offer them customized services.
d) Integrated Customer Database- CRM’s main purpose it stores your customer data and allows you to retrieve the data to take appropriate actions. This type of
practice helps your sales team to save time while communicating with the cabinets. Besides, with a large database, you do need to worry about the bifurcation of all
the data. The system will perform the actions for you so you can effectively use the details.
e) Well-Optimized Products and Services- When you need to keep a large stock for a business, like Pharmaceuticals, CRM helps to manage the inventory efficiently.
The minute data of various drugs can be stored securely via CRM. And, it is easy to fetch the details when needed. Also, you can identify the products and services
customized for clients. Moreover, CRM allows you to save customer preference so that it is easier to deliver better services next time.
f) Operational Management- A customized CRM offers distinct features to manage operational tasks including sales forecast, supply chain management, quality
control, and many more. This functionality allows you to manage your operational task efficiently so that you can deliver better customer services and increase ROI.
The systematic operational management allows you to increase productivity. As a result, you can use the time to present customized solutions to your clients
effectively.
g) Customized Approach- You never predict where your customers are and from where they connect with you. Substantially you can't keep a track of all your clients
through social networking forums. If you miss any important update, your competitors will use the opportunity to seize the client. CRM is profoundly customizable. So,
you can see when your lead has converted into prospects. Moreover, this approach will help you to deliver a customer-centric approach to all your potential clients.
So, it is obvious that when you want to deliver a customer-focused service, CRM is the best option for you. Apart from offering improved customer services, you can
perform other essential tasks for your pharmaceutical business like Optimize products & services, efficient, operation management, run marketing campaigns, and
many more. Hence, picking the right CRM solutions for your business will increase customer satisfaction. Also, you can customize CRM as per your business
requirements.

16. INTRODUCTION OF CUSTOMER RELATIONSHIP MANAGEMENT IN ALLERGAN INDIA PVT LTD:
Allergan India is a specialty pharmaceutical company. It has emerged as the market leader in the fast-growing ophthalmic category with the successful launches of a
series of high technology medication and devices for diseases such as glaucoma, dry eye, infections and inflammations. Based in Bangalore, the Commercial Operations
of Allergan in India started with the establishment of Allergan India Private Ltd. in 1996. Within three years Allergan established itself as a Leader in Ophthalmology. A
joint venture of Allergan and Piramal Enterprises (I) Ltd., the company has a nation-wide distribution network supplying Ophthalmology products across India and South
Asia. Allergan also has a significant presence in the Facial Aesthetics and Neurology segments through its subsidiary, Allergan Healthcare India (P) Ltd. Allergan India is
today the partner of choice for majority of the Ophthalmologists in the country. Allergan India is poised to grow at a rapid pace. Allergan is the undisputed leader in the
Eye care pharma market with dominance in all major disease segments. Diversified global pharmaceutical company and a leader in a new industry model - Growth
Pharma. Allergan is anchored by strong and sustainable brand franchises, a leading global generics business, a premier pipeline, highly efficient operations and an
experienced management team creating an unrivalled foundation for long-term growth. While many of the Ophthalmology products are manufactured in a State-of-the-art
facility in India, all other products are imported from Allergan overseas Plants. It has emerged as the market leader in the fast-growing ophthalmic category with the
successful launches of a series of high technology medication and devices for diseases such as glaucoma, dry eye, infections and inflammations. Allergan India is today
the partner of choice for majority of the Ophthalmologists in the country. Allergan India is poised to grow at a rapid pace. Allergan is the undisputed leader in the Eyecare
pharma market with dominance in all major disease segments.
Pharmaceutical customer relationship management (CRM) is a way for the pharmaceutical industry to provide better and more reliable support for its customers and
clients. The main benefits offered by the CRM systems are the improvement in data analysis and reporting, customer service, and creating a strong connection with the
customer. Pharma companies can enhance their sales and marketing processes, territory management, and account management activities. Role of CRM in
Pharmaceuticals is very crucial. From Small Pharma companies to large pharma companies the data is very unmanaged. The team faces multiple challenges on a daily
basis. To provide help, CRM is introduced to the industry. CRM refers to Customer relationship management. CRM handles all the tasks in one place. This software
generates leads as well as also attracts potential customers. This is designed to meet the demands of clients. This also increases the efficiency and visibility of pharma
companies. When the lead is generated, a time occurs when volume grows of leads. at that time, you need to store data. if you store data manually then it is just a waste
of time, and the risk of mistakes is there. To handle this, CRM is here. This way, you can save your time and energy. This will directly increase sales and productivity. So,
I suggest using CRM. because at the level of the lead's generator, you can pay for risks. It is a smart decision to use CRM for pharma agencies.
CRM automation benefits pharma in numerous ways. Intelligently automated lead assignments help reps respond to and manage leads faster. Automatic scheduling for
physician visits, as well as other sales automation tools, simplify the planning and execution of these interactions. Many pharma CRM solutions can instantly calculate
the number of possible visits a rep can make, taking their workload and schedule into account, to plan the most efficient sales call appointments. These automations not
only streamline the sales process, but also maximize the effectiveness of the sales team overall.

17. EXECUTION OF CUSTOMER RELATIONSHIP MANAGEMENT AND VARIOUS FACTS OF ALLERGAN:
A unified database of products with detailed descriptions of each drug acts as a powerful reference point for reps on the go, enabling them to manage pricing, develop
product-segment matrices, and plan better sales calls. Expense reporting tools and integrations make tracking the expenses associated to sales calls more efficient
and easier to report on. In Allergan the database of customer visit, the detailed products, the time taken for slides discussion are captured and managed, and the Key
performance indicators are set on this basis. Every month the KPI’S are discussed with the field forces and the initiative to fulfill the gaps are taken.
Many pharma companies use internally developed (and sometimes quite complex) IT infrastructure within their organization. When data can interchange between
existing systems and the CRM, it reveals a robust new potential for data analysis. Removing data siloes by connecting complimentary systems like Enterprise Resource
Planning (ERP), HR solutions, and support centers amplifies the benefits the pharma company can receive from its data. Full customer profiles are revealed, there are
more data points to analyze and learn from, and automation between the systems keeps teams collaborating at the highest levels. Allergan India Limited is very
transparent in this parameters and managers and Human Resource departments evaluates every stages.
customer journey tracking informs where the customer stands according to a set of interactions with your brand, documenting the full experience of that customer. Account
and contact management tools in the CRM help teams gauge when a customer is unhappy or, conversely, may be interested in an upsell or cross-sell opportunity. Based
on the customer’s interactions and communication history, any rep with access to the CRM can quickly understand where that customer is within their customer journey
lifecycle. Armed with that data, they can adapt their communications to be more relevant and proactive to the customer’s needs. For tracking the customer journey Allergan
has divided customers into 5 groups, like- Non-Prescribers, Trial users, Prescribers, Regular users, Advocates. This ratings are recorded and monitored on a regular basis,
and this is one of the key aspects of Allergan’s success as the strategy for every Individual customer is set differently according to the database.
Pharmaceutical reps need the ability to access information on the go. Mobile CRM accessibility is standard in nearly all pharma CRM solutions, enabling these
representatives to quickly reference customer histories, keep notes on important discussions, review and log phone calls and emails, and look at recent customer
touchpoints both before and after a meeting. With these insights at their fingertips, pharma reps can build better customer relationships and have more productive
sales interactions. Allergan Always keeps records of their business growth drivers and also the zero business contributors. They look forward to retain the old
customers and converting new customers.
Data augmentation (also referred to as data enrichment) enhances data sets by adding information from external and internal resources with minimal effort. The days
of manually searching the internet to gather data on a prospect are soon to be gone forever as more and more pharma CRM solutions adopt this capability

18. . Data about prospects can be pulled in from all over the Web with minimal preliminary information, often using only the prospect’s name and email address. From these
pieces of information, the CRM can fill in the blanks on the prospect’s social media accounts, their job title, their company’s mentions in the news, and much more.
We as an employee has maximum data of Doctors like email id’s, phone numbers. This helps us to contact them whenever needed and also help us to engage them in
different scientific platforms like CMES, Round Table meetings etc. Effective customer engagement contributes to business growth.
The pharmaceutical industry, like any other, must promote various products and services to get the attention of their potential customers. CRM helps marketing teams
gauge the current market conditions based on customer behavior and buying habits. It also helps teams easily realign markets by territory, product, segmentation
categories, or even in response to new regulations. Allergan has more than 30 portfolios in their brands list, every doctor will not write every brand as the have specific
choices of molecule and specific brands set specific diseases. With the help of CRM Allergan focuses on targeted marketing for specific doctors.
CRM solutions can capture leads from every touchpoint and aggregate that information in a single location. These data sources can range from sales call transcripts, to
website chats, to form submissions and document downloads. The full spectrum of data aggregated by the CRM enables pharma companies not only to capture more
information, but also accurately track leads and understand the most effective channels for engaging with them. Activity tracking can help sales teams to move
proactively, recognizing early on when a lead is ready to convert by mapping the patterns of behavior that lead to a purchase. Various pack for continuation of the
glaucoma treatment, this attracts the doctors to prescribe brands like Lumigan by showing the caring nature of Allergan. Activities like customer supports programs, as an
example customer support program is conducted by Allergan where one pack is given free by the company on purchase of one Lumigan.
Pharma CRM is a powerful tool for aligning departments, revealing deeper data patterns, and streamlining the sales process. Various CRM tools of Allergan arev described
below-
a) SAN-CLM: Now a days pharma companies are using various CRM tools like veeva, Pharma-next, Salesguru etc. In Allergan, SAN-CLM is the CRM tool which is
used for customer management. In this all the data related to doctor, all the brands which are promoted to the doctors, their response towards the brands are
recorded, it allows the company to analyse different doctors and customize their strategy. Even the success of any campaign can be analysed which leads to a
proper way forward.
b) Agne-newvision- This CRM tool in Allergan allows to keep track of the sales figure, sales target and achievement and also it allows to track the position of the every
brand. This tool widely help to understand whether the stockist and distributors are moving in the right way or not, what is the company’s growth in terms of sales.

19. c) I-learn- Now a day’s customer engagement is very necessary in order to manage a long term relationship with the customers. Here the Hcps are provided with
various learning materials on Glaucoma, Dry eyes, cataract etc. It motivates them to learn the current updated practices and helps us to build a long-term
relationship.
d) Health portal- Patients are the first priority of Allergan. For serving the patients with all the care and to help them in every possible way, Allergan has a dedicated
customer service portal, this helps to build trust among the patients and also creates a mutual respect.
As a whole, Allergan has understood the need of the CRM in current world and according to that they have customized their CRM tools to be most effective in the
market place and by this they have continued their legacy to be no 1 ophthalmic Company through the last fifteen years and their vision towards future will help them
grow more.

20. METHODOLOGY USED FOR THE PROJECT:
The general aim of project management methodology is to be able to standardize, structure, and organize work methods. This helps focus all projects in the same way
and allows us to repeat successful aspects and learn from mistakes, resulting in a continuous improvement process. Essentially, a methodology is a collection of methods,
practices, processes, techniques, procedures, and rules. In project management, methodologies are specific, strict, and usually contain a series of steps and activities for
each phase of the project's life cycle. For a research three primary methodology types are used, those are- qualitative, quantitative and mixed methods. Within these
broad categories, more specific methods include an array of options, such as case studies, self-reporting and surveys.
For doing a project effectively Experiments, surveys, questionaries, interviews, case studies, Trials have to be conducted in an effective way, it was easy for me as I
took my self as the subject to conduct the project as I am an employee of Allergan. First of all I learned about CRM from different sources and also understood about its
application and objectives.
As an employee of the Allergan India Pvt Ltd, I was able to collect all the required data internally by the help of my colleagues and I was able to complete my project in
an effective way. Basically I have gone through the various surveys of different CRM systems of Allergan and understood each and every components and their uses in
details. I also took an interview of our employees of the customer service portal to know about their role and work process in detail.
As I am a Sales Executive in Allergan, I Know the processes of the customer targeting and Planning, The KPI’S is an integral part of our performance and I am
also familiar with the various CRM tools used in Allergan, Rest of the quantitative and qualitative data were collected from my colleagues in the HR departments
and finance department and PMT department.
This project helped me to clear my concepts and also to get a detailed view of CRM in Allergan.

21. ANALYSIS & CONCLUSION:
Today, information technology- conscious society has increasing appetite for the skills of others; as a result the service industries are growing. Marketers have now
realized that in the global and highly competitive market place and market space, success rests on the firm’s ability to attract, satisfy and retain its customers. This
demands marketing efforts to be more informative, customer and service oriented. CRM is an innovative approach undertaken by the marketers in the process of
developing lifetime customers and maximizing lifetime value of the customers. Companies no longer regard marketing, service and sales as separate entities. Instead
they are more concerned with treating them with a holistic approach. From the above discussions it is clear that technology has been used effectively to enhance the
utility and application of CRM. CRM analytics can lead to better and more productive customer relationships through the evaluation of the organization's customer service,
analysing the customers and verifying user data. One of the biggest benefits of CRM analytics is the ability to create target marketing campaigns from customer analysis. I have
followed different processes like Segmentation of clients, acquisition analysis (what is the quality of various lists or databases), relation analysis (expected retention,
opportunities for cross-selling, deep-selling, up-selling), Channel or approach analysis in Allergan India Pvt Ltd and I have found that Customer relationship management
(CRM) helps businesses to gain an insight into the behaviour of their customers and modify their business operations to ensure that customers are served in the best possible
way. A good customer relationship is the key to business success as customer is the king of every business. The use of customer relationship management (CRM) systems is
becoming increasingly important to improve customer lifetime value. Understanding the needs of customers and offering value-added services are recognized as factors that
determine the success or failure of companies. Pharmaceutical customer relationship management (CRM) is a way for the pharmaceutical industry to provide better and more
reliable support for its customers and clients. The main benefits offered by the CRM systems are the improvement in data analysis and reporting, customer service, and
creating a strong connection with the customer. Pharma companies can enhance their sales and marketing processes, territory management, and account management
activities. Allergan is the world’s no 1 pharmaceutical company in eye care in world because the have understood their customer needs very appropriately
and they have designed their CRM system accordingly. They are very clear about their KPI’s, Targeted customer segmentation, activities and strategies. For tracking the
customer journey Allergan has divided customers into 5 groups, like- Non-Prescribers, Trial users, Prescribers, Regular users, Advocates. This ratings are recorded
and monitored on a regular basis, and this is one of the key aspects of Allergan’s success as the strategy for every Individual customer is set differently according to
the database, this gave them a proper view of their vision towards their goal. To be successful, a CRM system must track and report information about the people you
engage with in a way that helps you further your goals.
Customer Relationship Management enables a company to align its strategy with the needs of the customer in order to best meet those needs and thus ensure long-
term customer loyalty. CRM helps businesses build a relationship with their customers that, in turn, creates loyalty and customer retention. Since customer loyalty
and revenue are both qualities that affect a company's revenue, CRM is a management strategy that results in increased profits for a business. Any business that
has sales,

22. Marketing, and billing teams, any business that creates quotes and sends invoices, any business that wants to increase efficiency and customer care must use CRM
in order to be successful in the business field. CRM is an innovative approach undertaken by the marketers in the process of developing lifetime customers and
maximizing lifetime value of the customers. Companies no longer regard marketing, service and sales as separate entities. Instead they are more concerned with
treating them with a holistic approach.
From the above discussions it is clear that technology has been used effectively to enhance the utility and application of CRM. The need is to adapt ever changing
technology to meet newer challenges before CRM. It is dynamic process and right mind-set of managers is key for the success. Let’s put it like this: CRM means
doing the right thing in the right way to increase revenue. From my project experience, there are four aspects that you need to consider when introducing a CRM
system-
a) CRM strategy, b) processes and structures, c) technology as well as employees and d) corporate culture.
No CRM project and no CRM system implementation will ever be successful without defining beforehand what you want to achieve (CRM objective) and how you
intent to achieve it (CRM strategy).
Once the CRM strategy is defined, the next step is to describe the business processes needed to implement the strategy. Questions may include: What is an ideal
visit to a doctor (plan, prepare, and do and follow-up)? What are the steps and who is responsible?
Once the processes are defined, it’s time to determine CRM system requirements based on the processes, and to match these requirements with the offerings of the
CRM system providers in the market. Only a (customized) system that meets the requirements in the best possible way can deliver the expected benefit.
The issue of employees and corporate culture is often forgotten or not taken care of because it is less tangible. Without the employees being involved and having
understood the benefit, it is impossible for the project to be successful.
In Allergan every point is observed and dealt with the utmost care and their special learning platforms for their employees made their task easy. So, as a whole I can
also conclude that- Allergan has used the CRM tool with brilliance and creativity and that has earned them a special place in the market.

23. BIBLIOGRAPHY/ REFERENCES:
1. Customer relationship management course material by NMIMS
2. Customer relationship management concepts and technologies by Fancies Buttle & Stan Maklan
3. Managing customer relationships and effective framework by Don Peppers & Martha Rogers
4. CRM at the Speed of light by Paul Grrenberg
5. https://searchcustomerexperience.techtarget.com/definition/CRM-customer-relationship-management
6. https://www.salesforce.com/in/crm/what-is-crm/
7. Allergan Internal data of CRM & https://www.zaubacorp.com/company/ALLERGAN-INDIA-PRIVATE-
LIMITED/U33201KA1994PTC023162
8. Stowell, Daniel M. (1997), “Sales and Marketing, and Continuous Improvement”, Jossey-Bass
Publishers, San Francisco, p.214.
9. SAS White Paper, ‘The Role of e-Intelligence in Customer Relationship Management (CRM),
www.sas.com
10. Laura Hadely (2008), Developing a Data Warehouse Architecture, reviewed August 2008,
www.users.qwest.net/lauramh/resume/thom.htm