Study Of The Current Situation And Strategy Of CRM In Chongqing Public Hospital

Although there is different between non-profit hospitals and profitable hospital, hospital income and hospital management are still the most factors which needed to pay an attention. Revenue also comes from the hospital providing medical treatment services for patient; therefore, the hospital should be aware of the value of customers,"win customers, keep customers" has become the important purpose of hospital management.Customer relationship management system, the relationship that hospital contact with the customer, made the systematic management become true, and make timely and comprehensive evaluate and improve services, final enhance patient satisfaction and loyalty for the development and form a large hospital.The first chapter introduces the development trend of modern medical industry as a whole, and analysis competitive environment which public hospitals are facing; customer relationship management fit requirements of the development of public hospitals. Helping public hospitals l implement of the"Patient-centered"concept of service, increase service levels and improve the physician-patient relationship. This chapter also details the research methods, research content, and research route.The second chapter introduces customer relationship management. Overview includes concept, content and three basic theories, development and application. Also this part described customer relationship management, including concept, meaning, universality and specificity, the development and application in the hospital.The third chapter using questionnaire to survey the patient's medical needs,, understand the patient perception of hospital services, including the reasons for patient visits, patient satisfaction and related factors, patient loyalty, patient demand for value-added services.Chapter four, through questionnaire and interview of staff and leadership, understand the hospitals conditions based on the of customer relationship management, including customer awareness surveys, system security, information technology standards.Chapter five, according to above study, interpret problems which the hospital promoting customer relationship management will confront. The hospital proposed a number of recommendations and measures about implementation of customer relationship management.