Customer Relationship Solution Aids GlaxoSmithKline

Compiled ByDave Schafer Pharmaceutical and health-care company GlaxoSmithKline has been searching for an e-customer relationship management system to manage its consumer interactions. The company says it thinks its found that system in Astute Solutions' PowerCenter system. GlaxoSmithKline says it has implemented the Columbus, Ohio-based solutions company's system to streamline consumer communications and allow various sites to access key consumer information. Astute partnered with UK-based GlaxoSmithKline to ensure the system met FDA requirements the health-care company is held to. "The ability to track and report on consumer issues and trends will greatly increase our ability to meet internal customers' needs," says Doug Cox, vice president of marketing services, GlaxoSmithKline. "We will rely on the PowerCenter system to help maintain and increase consumer loyalty." GlaxoSmithKline says it typically receives consumer inquiries via telephone, e-mail, or fax. With PowerCenter, inquiries from multiple communications channels will be integrated into one consumer information system. The system will be used by about 70 GlaxoSmithKline employees in several locations responsible for handling issues and questions for over 22 product lines, the company says.