Customer Relationship Management Strategy and Business Outcomes – Perception by Medical Representatives

In marketing, the concept of Customer Relationship Management (CRM) highlights the final customer of the product. But in pharmaceutical industry it is seen that sales representatives are developing the relation with doctors, stockiest and retailers. Article focused on perception of medical representative about CRM strategy its impact on business outcomes. Researcher has used descriptive research design and collected opinions from medical representatives from different pharmaceutical companies. From the results of current study, it is found that tracking customer win-back levels as well as increasing business and tracking customer satisfaction level more affected on business outcomes i.e. Customer Relationship Management affects on business outcomes