The Research Of S Hospital Customer Relationship Management Practice

The competition of medical industry is becoming more and more heated with the reform and opening of medical service fields and the development of economy. Series of challenge require the hospital play to the score to meet customer expectations.To win the core competences,hospital should change the operating sight from inside to outside to build the new operating mode focus on customer.Determined by the government for several years the state-owned hospitals seldom pay attention to the management of customer satisfaction. Those enterprise-owned hospital specially know less about customer satisfaction and customer relationship management(CRM). Under this background this thesis discussed CRM strategical practice in these kind of hospital.Firstly, the paper introduces the basic concept and the main content of CRM briefly,and argue about the particularity of hospital CRM practice in medical service industry. Secondly, this research carried out a thoroughly investigation in S hospital.Analysed the score of service factors and their importance and the coreations between customer satisfaction customer loyalty by EXCEL and potential demand of main customer.Thirdly, based on the analysis of S hospital's main problem,external environment and internal condition with the tool of SWOT,the paper screen the three strategy projects, and determine the final strategy project, which is S hospital should perform the CRM strategy, and then suggestes the future strategical aim and plan of S hospital. At last this paper summarized the hospital's experiences and lessons in the course of the S hospital's CRM strategical practice and discussed the reason. With the research of S hospital CRM practice ,we find the four key CRM process are:(1) Clear defind the CRM strategy;(2) The organizition framework and key position holder should meet the demand of CRM strategy.(3) The moment of the turth are positioned by the CRM strategy and need to be reengeered later.(4) The performance assessment project can value the outcome of organization's strategic practice in terms of CRM.I hope that this paper is able to give some available suggestions to enterprice-owned hospitals and Chinese health care industry.