CUSTOMER RELATIONSHIP MANAGEMENT IN HEALTH ORGANIZATION

Abstract

CRM is a system that the customer-patient puts at the heart of the business process, and the deployment of the best CRM practices is the key to providing loyalty from customers as an integral part of a successful business. With this system, it is possible to study the behavior of the customer, thus providing the right direction for the best service of the customer and improving the relations and connections with them. CRM is the integration of sales, marketing, services and support strategy, processes, people and technologies to maximize customer benefits, values, relationships, and customer retention and their loyalty. These data are the basis for preparing information for marketing managers who need to help them in the decision-making process. Customer behavior is put in the focus of modern companies so that the CRM system is a synthesis of more functionalities such as sales, management, marketing and communication with customers as the main feature. These are methods for collecting and accumulating data for users and their behavior, preferences, inclinations and requirements Marketing decision support systems are usually part of CRM systems, which are a broad concept covering marketing activities, sales and overall communication, and customer relationships. The data collected is adapted to the marketing activities and the needs of marketing managers. Health CRM is a Customer Relationship Management System, designed specifically for use by healthcare organizations. Health CRM involves multiple sources of data (demographic data for consumers and patients, psychography, social, behavioral, clinical, financial, websites, call center, service check, etc.) to provide a comprehensive overview of the habits and activities of patient. The primary goal of the CRM healthcare system is to increase the quality of healthcare and the lives of patients to recruit new ones, and to retain existing patients.