Roche - CRM Case Study

Roche Products (NZ) Limited partner SRD Group in a fully integrated approach to their launch into Customer Relationship Management (CRM Case Study)

see also Roche-CRM Case Study  Prescription Medicine Marketing

Roche Products (NZ) Ltd's Hospital Division proactively adopted CRM software, as part of a greater Roche initiative in 2001.

Having seen such programs fail before, in terms of team adoption and practical application, because of:

• A lack of upfront training, and
• Planned on-going support

we made resource allocation from the beginning to involve SRD Group as Training and Support partner. This decision has been crucial to the success of the system in our business.

We identified the outcomes we wanted from the system early (those being things which would drive our bottom-line business), and we have benchmarked and developed ourselves against those outcomes from inception.

In particular the Best Practice Training Program and User Guide provided by SRD Group have been successful in ensuring optimal use and consistency of information.

The monthly Application Management Reports have further usefully analysed as to how we are going against those best practice guiding principles.

In partnership with SRD Group we have used the software to:

• monitor customer reception and uptake of new products,
• measure the success of Product Manager driven resources
• measure the success of field based initiatives
• improve customer targeting and
• facilitate communication and actions between sales force and marketing.

Enthusiastic adoption of the system has been key to its success, and without the SRD Group partnership this would have been seriously compromised, as would the initial financial investment into the purchase of the system.

Libby Hewitt
Roche Products (NZ) Limited

*SRD Group has now been contracted to work throughout Roche in New Zealand based on the success of the Hospital Team.  See the second CRM Case Study on Roche