Customer Engagement Cycle

Group IIIANOOP CHAND CHETNA SINGHALSHUBHAM SAMDANI EASWARAMURTHI P SUTAPA MISHRAVAIBHAV GARGV S R PRAVEEN

Have you ever dated anyone who wanted to know everything there is to know about you on the first date? Who was secretly checking your text messages while you werent there? Or on the contrary, have you ever been in a relationship where after few years you found out you didnt really know one another because you had nothing in common and never shared any information?

If the answer to any of the questions above is yes, then you might agree that building relationships takes time, trust and effort from both sides to make it work. That being said, doesnt the same thing apply to building customer relationships? In their eager quests for profits and revenues, many companies tend to forget about the common goals of a customer relationship, causing painful break-ups.Engaging your customer in each step of your relationship by competing on information help u to make them urs.

2

Customer Engagement Cycle

Customer relationship is a vicious cycle with the following steps starting from making them aware about ur company and its value in their life..

3

Customer InteractionOnce a weekOnce in 2 weekNeed based, Depends upon the value of the customerTwice a week

Once a Month

Ranbaxy has a strong customer relationship model. Given here is a part of organizational structure in Ranbaxy and how often they interact with their customers. Each GM has 4-5 ZSM reporting to him.. ZSM has 4-5 RSM.. Customers are mainly distributors, chemist and doctors.. Explain Frequency of visits..4

Communication Strategy

Awareness - The most important communications strategy is to make potential customers aware of your store and the products you offer. Ranbaxy does that through advertisement and Medical rep who explain their products to their customers.Relationship Ranbaxy maintains good customer relationship.. Takes care of each customer grievence.. Has an online portal for customer grievence records.Social Media At the present age social media is the most powerful communication strategy. And ranbaxy has made full use of it. it has its own primary website enlisting its mission, vision, products, technolgy to the business world and its customers. Ranbaxy also made sure the information available to its partners through a separate website and these infos are available only to the partners who have proper authentication.

5

Awareness

Project VirAAt

The most important communications strategy is to make potential customers aware of the products you offer. Ranbaxy does that through advertisement and Medical rep who explain their products to their customers.

The company launched Project Viraat an initiative targeted to ramp up its presence across the country, especially in rural areas through introduction of new products and increasing its field force comprising medical representatives.

Through Viraat, Ranbaxy has already increased its customer reach from 150,000 doctors in 2009 to around 350,000 now.6

Relationship

Ranbaxy Direct is Ranbaxys direct distribution solution. Ranbaxy Directs goal is to provide superior customer service satisfaction and create strong partnerships with the retailers.

Ranbaxy Direct caters to all needs of the retailer which include: ordering returns other inquiries

Ranbaxy maintains good customer relationship.. Takes care of each customer grievance.. Has an online portal for customer grievance records.

Ranbaxy promoters enter healthcare retail via Fortis

The new entity would have 250 such stores essentially in northern India by 2008 end. These will run round the clock and would offer value-added services like prescription reminder service, loyalty programs, OPD appointments in Fortis hospitals and free home delivery. "The stores will have products manufactured by other companies including Ranbaxy," chief executive officer Fortis HealthWorld Ashish Kirpal Pandit said.7

GlobalizationFocus on InternationalizationMajor markets- USA, Europe and BRIC CountriesMove from anti infective segment to lifestyle related diseasesFocus on privileged assets- brands, distribution channels, assetsIntegrated marketing strategy to address the needs of Funders, Prescribers and Dispensers

CSR 1978: Ranbaxy Rural Development Trust was set up.1994: Ranbaxy Community Healthcare Society (RCHS) Maternal child health Family planning Reproductive health Adolescent health Health education including AIDS awareness.

1978:Ranbaxy Rural Development Trust was set up well equipped mobile healthcare van.As the program grew, the Ranbaxy Community Healthcare Society (RCHS), an independent body, was created.12

RCHS uses Innovative platformsMagic showsAudio-visual programsStreet playsAdarsh Mata contests, health baby contestsessay/quiz competitions and debates etc.

Anti-Aids Provides innovative and affordable anti HIV medicines Around 1 Mn patients worldwide benefit from Ranbaxys ARV drugs

to impart key messages on maternal child health, family planning, reproductive health, adolescent health, AIDS, malaria, dengue, tuberculoses, life style diseases (diabetes, hypertension, coronary heart diseases stroke and cancer) including prevention of female foeticide with the active involvement and participation of the community.Engaged in a path breaking research for developing an anti-malarialnew drug Partnerships with Government, Medical Colleges, NGOs, EducationalInstitutions, Confederation of Indian Industry and other like mindedagencies13

Video