Pharmion Customizes CRM for Use on Three Continents, in Five Languages, and via BlackBerry Devices

"Salesforce was the one CRM solution flexible enough for our worldwide pharmaceutical field organization. Its Force.com Builder toolkit gives us more than a vertical solution. We get CRM perfectly tailored to the way we work."

Overview
Challenge
  • Pharmion's 100-plus sales reps, who work in the United States, Europe, and Australia, used a homegrown system to track their physician customers. The system required reps to carry a heavy laptop from call to call—something most of them were reluctant to do. Without laptops, reps had to email sales records back and forth or log calls when they got back to the office. Overall, the homegrown solution prevented sales reps from accessing and updating vital customer information in a timely manner.
Solution
  • After selecting Salesforce for CRM, Pharmion chose the Force.com Mobile solution for its customization capabilities and its fast performance. Equipped with BlackBerry devices instead of laptops, sales reps can open Salesforce in just a second or two, minimizing waiting and downtime. In addition, reps can customize the Salesforce interface to hide features they don't use, making the solution user-friendly.
Results
  • With customer information at their fingertips, reps can find out—before going into an appointment—about up-to-date order activity and recent interactions with customers. The rich customer background available to sales reps improves their sales effectiveness, as well as their ability to record their own transaction with customers. And because sales reps immediately capture information that used to be lost or delayed, sales managers can better identify their reach within Pharmion's target market.

    "Our reps are more willing and able to record sales calls in Salesforce using the Force.com Mobile platform on our BlackBerry devices," says Michael Markham, IT architect at Pharmion. "Now that we have a far more detailed record of customer interactions, we can precisely identify who we're reaching in our target markets."
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Force.com Mobile Benefits

 

  • Customizable: Pharmion reps streamline Salesforce to match their business needs
  • Central lifecycle management: IT managers can reset and decommission devices without calling them back to the office
  • Brings information to point of sale: Reps walk into appointments armed with rich customer data

 


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