Study on the customer relationship management and its application in Chinese hospital

Customer relationship management (CRM) is an advanced management method that is expected to be the successor of the popular engineering management approaches of MRP and ERP. Supported by technologies of customer satisfaction, information technology, and data mining, etc., CRM aims to enhance the effectiveness and performance of the organization by improving the customer satisfaction and loyalty. In China, CRM is becoming a popular management methodology in manufacturing, sales, marketing, and finance. However, in Chinese health care organizations, the concepts and principles of CRM have not received enough attentions yet. In this paper, the definitions and contents of hospital CRM were analysis according to the Chinese hospital management characteristics. A hospital CRM model was proposed and the corresponding Internet-based software system was developed and illustrated as an example.