Wyeth UK Gains Single Customer View and Drives Customer Focus With Companywide CRM System

Wyeth wanted to become the most customer-oriented healthcare company in the United Kingdom within three years and move from a product-oriented approach to a customer-oriented approach to better manage customer relationships with organizations such as the National Health Service. The challenge was to provide a comprehensive, single view of all customer interactions to improve customer relationships and reduce time spent searching for customer information. Wyeth worked with Accenture, an Oracle Partner, to implement Oracle's Siebel ePharma CRM solution to provide 430 users - including 200 field-based employees using 3G devices - with access to real-time customer information.