Case Study – Customer Operations Business Optimization Customer operations can mean different things to different organizations. What functions are included/excluded really shapes the discussion. This business case discusses customer operations from a perspective not normally seen in pharma but more commonly seen in the retail. The case study looks at an end to end process called order to cash (OTC) is on the upper end of the customer continuum based on the extensive number of customer transaction involved in the OTC process. The case involves a full scale supply chain re-engineering project that was done to optimize the drug supply chain focusing on the customer, reducing cost, and improving key business processes. In this project structure, embedded within the drug supply chain process i

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