Customer Relationship Management as a Marketing Strategy in Imperial Health Sciences Kenya

Abstract

In most marketing academics, scholars and practitioners describe customer relationship management as the new marketing paradigm. Nevertheless, in spite of the wide scale adoption of CRM practices by organization globally, need calls for rigorous studies to determine the efficacy of CRM as a strategic marketing strategy. This study sought to establish the usefulness of CRM practices as a marketing strategy in Imperial Health Sciences (IHS) Kenya. The study utilized a case study research design in order to undertake a comprehensive and thorough examination of how IHS can utilize CRM to and services in the market. The researcher interviewed 6 key managers comprising both IHS key clients and customers. These included pharmaceutical companies and key distributors in the pharmaceutical industry. The results showed that IHS has implemented various CRM practices that address specific customer needs and ensure its competitiveness. The implemented CRM strategies are meant to make the company more customer centric and friendly so as to meet customer needs. Customer satisfaction through the current CRM strategies at IHS was positive. However, IHS needs to significantly invest in personalization and customization of its customer needs as well as embrace new CRM technologies in the market. This will not only give I HS a competitive edge in the industry but also increase its’ clients loyalty which is key for referrals as marketing strategy to new and potential clients. The study findings have significant theoretical and managerial implications