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Topic: “CRM Strategies”

Learning Objectives: The objective of this discussion is to enable students understand the importance of CRM Strategies.

Learning Outcomes:  After attempting this GDB, students will be able to comprehend the concept of Operational, Analytical, and Collaborative Strategies and learn how to apply CRM Strategies practically in the organizations.


Roche (Pvt.) Ltd is one of the leading healthcare organizations in the world. The company had always been active in the research and development of pharmaceutical products. Along with this, the company also manufactures different diagnostic systems. Roche’s’ customers are mostly doctors who recommend their products to the patients. Previously, Company’s data collection method was based on one to one correspondence with the customers or on manual record-keeping, which is not connected to any centralized database system. As a result of this, the company remained unable to get a complete picture of customer preferences. So, Roche identified the need to adopt a more centralized automation system tilted towards a customer-centric approach that could help the company to understand the customer needs in a more innovative way. Resultantly, Roche installed a sales force automation system that stores the data in the database and is accessible throughout the organization. This system helps the company to create customer profiles, targets, and communicate with the potential and existing customers in a more efficient way.    

Point of discussion:

Keeping in view the above scenario, you have to identify that Roche (Pvt.) Ltd is using which CRM Strategy either it is using Operational, Analytical or Collaborative Strategy. Provide at least five logical arguments to support your discussion.

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