Problem Solution: TeraTech Currently the dominant player in a new arena, TeraTech, a leader in the pharmaceutical industry, is a five-year-old customer relationship management (CRM) solution provider. This CRM concept is relatively new and its basic function is to help develop a complete picture of the industry's customers, then evaluate those product and service relationships. The purpose of this document is to first identify the different issues and opportunities that TeraTech is facing and discuss the various alternatives that could help them solve their problems. The ultimate solution, of course, would be to help TeraTech achieve an effective process through which to establish customer satisfaction and loyalty, through effective customer service. Doing this successfully will lead to increased sales and profits and will help maintain a level of satisfying customer relationships. Describing the Situation Problem and Identifying Opportunities The CEO of TeraTech is concerned due to the significant decline in fourth quarter sales. TeraTech executives suspect that aggressive and growing competition from other companies that make the analytical software required by the pharmaceutical industry is also part of their problem. They also care about their customers' dissatisfaction, which has been revealed to them by the most recent customer surveys. Another big problem TeraTech faces is their reluctance to hire new employees. Although current employees do not have the skills needed to manage the new analytics product, they intend to maintain the same number of employees as last year. The time constraint is also an issue for TeraTech. They feel the need to keep up with the competition and therefore are concerned with producing the product in a short amount of time. With all the problems and challenges TeraTech is facing, they can use them to their advantage and turn them into opportunities. They are faced with the opportunity to develop a CRM tool that will bridge the gap between the product and the customer, appealing to their wants and needs, which in turn will generate increased sales. By improving customer service and customer relationships, TeraTech has the opportunity to build customer loyalty with the potential to attract future customers.