Reckitt Benckiser deploys new CRM platform

Reckitt Benckiser has augmented its business operations through the deployment of a new centralised customer relationship management (CRM) platform.

The health and personal care company has chosen Mobile Intelligence for iPad, from Cegedim Relationship Management, for use by its primary and managed market commercial teams.

A software-as-a-service solution, the platform will help the firm to seamlessly manage all of its commercial teams via a single core system, taking advantage of its life science sector-specific functions to improve collaboration and efficiency.

Cegedim Relationship Management will also be supplying an integrated suite of support services, including asset management and helpdesk functions.

Raymond Zamloot, sales operations manager for Reckitt Benckiser, said: "Mobile Intelligence delivers robust field-user functionality and unmatched flexibility that allows us to quickly redefine our market strategies and achieve the optimum system governance."

According to the firm's most recent fiscal report in October 2011, Reckitt Benckiser is on track to meet its full-year 2011 financial targets, thanks to its strong recent double-digit growth.