Case study: Himalaya Drug Company

29 December 2005

CIM solution augments traditional communication channels with email marketing.

Customer: The Himalaya Drug Company, a leader in the Indian phyto-pharmaceutical (Ayurvedic) products ever since its founder M Manal, while visiting Burma in 1930, discovered how elephants were pacified and developed the world's first anti-hypertensive drug, Serpina.

It offers a wide range of pharmaceutical, personal care, consumer and animal health products. Over 250,000 doctors around the globe have endorsed Himalaya's products and consumers in over 60 countries rely on Himalaya for their health and personal care needs.

The company has pioneered the use of modern science to rediscover and validate the secrets of Ayurveda, the centuries-old Indian system of medicine. It employs cutting edge-technology to create pharmaceutical-grade ayurvedic products.

Requirements: Himalaya receives a large number of queries from consumers, doctors and distributors. As a company that promotes wellness and a rich and healthy lifestyle, it is important to reply to those queries in an informative and efficient manner.

Queries arrive through various channels (email, phone, fax), creating a large volume of invaluable customer data. But this data was not getting converted into useful and actionable information:

• Himalaya's Customer Service Cell was unable to get an integrated view of all interactions with customers, resulting in sub-optimal replies to queries. For example, a customer who corresponding over email would have to repeat queries all over again if (s)he were to make a follow-up phone call.
• Managers were not able to streamline customer data and identify trends. For example, what were the most frequent concerns doctor had? What do consumers most want to know about Himalaya Honey?