Customer care as a competitive strategy used by Highchem pharmaceuticals Ltd, Kenya
Customer care has strategic importance and requires companies to continually enhance customer experience and. satisfaction, to deliver quality in a competitive marketplace. Customer care refers to the processes and actions that make it easier for customers to do business with a company (Kotler, 2000). As one of the largest industries in the service sector, pharmaceutical firms must gain a broader understanding of the essentials that are required if they are to thrive and survive in a rapidly evolving and increasingly competitive global market. The pharmaceutical sector is expanding at an increasing rate and is becoming intensely competitive. As such, every organization needs to adopt some strategies which will enable it to have a competitive edge over the others. HighChem Pharmaceuticals Ltd has adopted a customer care strategy so as to be flexible, adaptable and above all provide superior service. The objective of the study was to determine the use of customer care as a competitive strategy in HighChem Pharmaceuticals Ltd. The research design was a case study. Data collected was qualitative so content analysis was used to analyze the .data. After completion of the data collection, the interview guides was checked for accuracy and consistency. Analysis of the data collected compared with the theoretical approach and documents sited in literature review. The study found out that the company has differentiated themselves from the other competitors by use of customer service which has worked for the company as it has been able to achieve competitive advantage over its competitors. The study recommends that the company should set up customer centers in different parts of the country so that the customers can pay a visit to the centers whenever they have an issue rather than travelling all the way and also these will ensure that the customers do not have to wait for long in the queue before they can be connected to the customer care attendant as they serve other customers .