This paper reports the results of a study designed in close collaboration with Merck-Medco to identify key barriers to the success of their customer relationship management. To identify the key factors, the authors first used focus groups of principle users of the system to brainstorm and generate a list of scenarios and issues. The study results suggest a five-factor 13-items model that describe barrier to the success of customer relationship management in terms of 'Standard operating procedure compliance', 'Accountability and ownership', 'Callback information content', 'Customer contact process', and 'Dispensing and replacement process'.
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