customer relation management nitin

8/12/2019 Customer Relation Management Nitin

1/48

A SUMMER TRAINING REPORT ON

Customer Relationship Management

Submitte b!"

NITIN #UMAR SONI

Roll No"$%&%PG$'(

Post Grauate )iploma in Management

*+$%&,+$%'-

Organi.ation" Pro/e0t GuieThe Care 1oi0e Inia Mr A/a! Tongar


2/48

CERTI2ICATE 2ROM IN)USTR3


3/48

CERTI2ICATE 2ROM 2ACU4T3 MENTOR

I, Nitin Kumar Soni Ebs id. 0131PG057 certify that the artia! fu!fi!ment of the re"uirements for

#PG$%& entit!ed 'Customer Relationship Management The Care 1oi0e Inia is done by me

and it is an authentic (or) carried out by me in, $e!hi.*he eriod for (hich he (as on trainin+ (as

for ei+ht (ee)s. Nitin Kumar Soni ertified that the Pro-ect #PG$%& entit!ed Customer

Relationship Management 5 The Care 1oi0e Inia done by Nitin Kumar Soni Ebs id/

0131+057 , is com!eted under my +uidance.

Prof. %anisha i-ayranEra usiness Schoo!Sector 2, $(ar)aNe( $e!hi110077


4/48

AC#NO64E)GEMENT

I e4ress my sincere +ratitude to my comany +uide %r -ay *on+ar, for his ab!e +uidance, continuou

suort and cooeration throu+hout my ro-ect, (ithout (hich the resent (or) (ou!d not ha6e been

ossib!e.

I (ou!d a!so !i)e to than) my facu!ty member Prof. %anisha i-ayran of E 8SINESS S9::;

#ES& for the constant suort and he! in the successfu! com!etion of my ro-ect.

!so, I am than)fu! to the eo!e (ho ha6e direct!y and indirect!y +a6e their continued +uidance an

in6a!uab!e encoura+ement.


5/48

)EC4ARATION

I, Nitin Kumar Soni , student of PG$% from E 8SINESS S9::; hereby dec!are that I ha6e

com!eted this ro-ect on


6/48

MET7E)O4OG3

*he methodo!o+y in de6e!oin+ the most efficient !an for +atherin+ the needed information ca!!s for

decisions on the fo!!o(in+/

1. $ata sources

=. esearch roaches

3. esearch instruments

>. Sam!in+ !an

5. ontact methods

$ata sources/

*his research !an ca!!s for +atherin+ secondary data and rimary data. Secondary data consists of

information that a!ready e4ists some(here, ha6in+ been co!!ected for another urose. ?hereas,

rimary data consists of ori+ina! information for secific urose at hand.

Secondary $ata

?e started our in6esti+ation by e4aminin+ secondary data to see (hether our rob!em can be art!y

or (ho!!y so!6ed, (ithout co!!ectin+ rimary data. Secondary data sources are rimari!y the

fo!!o(in+/

Interna! Sources

*hat is, the institute !ibrary (hich +i6es us a fair idea about the toic.

Go6ernment Pub!ications

*he tourism ministry ub!ishes the criteria for fi6e star and de!u4e hea!th care c!assification (hich

has come "uite handy to me.


7/48

*he secondary data co!!ected from the abo6e sources ro6ided a startin+ oint for the research by

offerin+ the ad6anta+e of !o(er cost and "uic)er a6ai!abi!ity.

9o(e6er, the data needed by us sometimes (as none4istent, out dated, inaccurate, incom!ete and

unre!iab!e. 9ence, it (as of utmost imortance for us to co!!ect rimary data, (hich is a !itt!e cost!yand time consumin+.

Primary $ata

9o(e6er, the data needed by us sometimes (as none4istent, out dated, inaccurate, incom!ete and

unre!iab!e. 9ence, it (as of utmost imortance for us to co!!ect rimary data, (hich is a !itt!e cost!y

and time consumin+.

Primary $ata

esearch Instruments

%ar)etin+ measurements ha6e a choice of t(o main research instruments for co!!ectin+ rimary

data/

*he "uestionnaire and mechanica! de6ices. It is "uite understandab!e that (e ha6e used the

"uestionnaire method for our research. "uestionnaire consists of a set of "uestions resented to a

resondent for his or her ans(ers. ?e ha6e reared on "uestionnaire to +et the 6ie( of the eo!e

(ho (ou!d be our otentia! c!iente!e.

*he "uestionnaire is 6ery f!e4ib!e in the sense that there are many (ays to as) "uestions. *he

"uestionnaires need to be carefu!!y de6e!oed and tested before they are administered on a !ar+e

sca!e.

*he fo!!o(in+ are the rocedure (e ha6e used for the de6e!oment of a "uestionnaire.

$etermine Information e"uired

road!y sea)in+ (e ha6e c!assified our information re"uired on the basis of the ob-ecti6e of the

ro-ect.

*yes of @uestions *o e $ecided

?e ha6e inc!uded, in our "uestionnaire, c!ose and "uestions as it ta)es !ess time on the art of the

resondent and the ans(ers are secific and to the oint.


8/48

?ritin+ :f *he Airst $raft

*he "uestionnaire first draft has been (ritten on one sittin+ unmindfu! of !an+ua+e, reetitions,

se!!in+s, unctuationBs or e6en re!e6ance. *he number of "uestions, (hich ha6e been (ritten, is

three times more than the fina! number of "uestions. *his draft has been )et a(ay for 7= hours andthen ta)en out and read a+ain.

A8STRACT

*he % system in the hea!th care or+aniCation !eads to +ettin+ imortant customersB

information and uti!iCe this information to imro6e the business. 9ea!th care sectors

are no( tryin+ to use an aroriate ustomer re!ationshi mana+ement frame(or) to

create a trust bet(een hosita! and customers. *he cometiti6e situation enforces

ri6ate hosita!s to comete (ith each other to achie6e as much mar)et share as

ossib!e. Increase in the !e6e! of customer satisfaction and customer !oya!ty in hea!th

care ser6ices can increase the chance of (innin+ in mar)et share amon+ the other

hea!th care or+aniCations. In this aer reort, a frame(or) (i!! be identifyin+ to

determine the main factors that cause to imro6e the mana+ement of customer

re!ationshi in the hea!th care usin+ a mu!ti6ariate measurement system.


9/48

INTRO)UCTION

INTRO)UCTION TO CRM

E6ery business or+aniCation deends on customers for sustenance, the "uestion is ho( to create and

maintain customer satisfaction. E6ery business communicates (ith their c!ients in many different

(ays, esecia!!y in our techno!o+y rich and information based society. 9o( (e treat a!! of this

information is (here % !ays a )ey ro!e.

% acts as a centra! reository of information on your c!ients and otentia! c!ients. ustomer

re!ationshi mana+ement soft(are hones in on the re!ationshi. s in many ub!ications of !ate on

one to one mar)etin+, cyc!ica! se!!in+ and counse!or se!!in+ the mainstay is the re!ationshi and ho(

(e reco+niCe it.

Sa!esboom.com % too!s use techno!o+y to or+aniCe information you recei6e about your

customers and record it in an order!y manner. :n!ine, hosted, (eb based % soft(are he!s you

understand your customer needs and he!s you reco+niCe the rocesses in !ace to achie6e your

business +oa!s. ustomer !oya!ty has a si+nificant imact on both the to and bottom !ine. *o

maintain customer !oya!ty is to be informed on (here you ha6e been and (here you are +oin+. *he

first ste in your % strate+y is to ta)e a snashot of (here you are current!y. Arom this base youcan desi+n stream!ined, customiCed and fu!!y automated business rocesses in Sa!es boom.

Dust thin) of % as a too! that (hen you oen a customerBs account, you can see a!! the

conso!idated data about that account/ contact information, account history, sa!es, cases, in6oices,

"uotes, fi!es, emai!s, fa4es, !etters, notes and any other ertinent information. !! of this information

is readi!y a6ai!ab!e on!ine, any(here the Internet is a6ai!ab!e.

Sa!esboom.com harnesses the o(er of the Internet and !aces its % so!utions at your disosa!. If

you are doin+ business tas)s any(here, (hether it is a sa!es erson or the E: that needs a crucia!

iece of corresondence, hone number, "uarter!y forecasts or a sim!e brochure, access is a6ai!ab!e

throu+h Sa!esboom.com. ?ith the ad6ent of these % too!s your business becomes more

customercentric. customercentric strate+y is created (ith the intention of increasin+ both your

customer satisfaction, and customer !oya!ty.


10/48


11/48

IN*:$8*I:N :A *9EE:IE

Start to e4erience *he areoice on your smart hone or tab!et/ find hosita!s, doctors and

treatments that suit you best, record and re6ie( your hea!th -ourney hosita!s and doctors you ha6e

6isited, treatments you ha6e ta)en or ha6e under+one and share your e4erience (ith others.

*han)s to re!iab!e re6ie(s comin+ from eo!eBs rea! e4eriences, you (i!! be ab!e to ma)e better

hea!th decisions for yourse!f and your be!o6ed ones.

*he areoice is free of char+e for a!! atients.

*he areoice is the first dedicated re6ie(based socia! !atform that emo(ers atients to ma)e

better hea!thcare decisions. *he areoice ro6ides a!so 6a!uab!e inut to hea!thcare rofessiona!s

and comanies to !isten to the atient e4erience. It enab!es them to continuous!y imro6e uon their

ser6ices and treatments. In turn, they can find 6a!ue in ensurin+ they ro6ide the best, ositi6e

e4erience to their most imortant sta)eho!der the atient.


12/48

:%PNF KG:8N$

*he areoice is a Shan+haibased startu. It is the first dedicated re6ie(based socia! !atform that

enab!es atient to ma)e better hea!thcare decisions, and hea!thcare rofessiona!s to imro6e atientBs

e4erience. *he indi6idua! atient can thus, from a !istin+ of hosita!s, doctor and treatment, share

their hea!thcare e4erience by ostin+ re6ie(s, in order to ro6ide insi+hts to other atients. So *he

areoice ro6ides a !atform to assist informed decisions based on indi6idua! needs as (e!! as

inut to doctors and hea!thcare comanies to +et feedbac) from the atient.

*he areoice is the first re6ie(based socia! !atform that emo(ers atients to ma)e better

hea!thcare decisions, and hea!thcare ro6iders and comanies to enhance atients ositi6e

e4erience. It ta)es feedbac) from atients or users and that feedbac) can be usefu! for 9osita!s,

$octors and Pharmaceutica! industries. *hey intend to ro6ide better hea!thcare ser6ices to atients

after ana!ysin+ the re6ie(s.

*he indi6idua! atient can thus, from a !istin+ of hosita!s, doctor and treatment, share their

hea!thcare e4erience by ostin+ re6ie(s, in order to ro6ide insi+hts to other atients. So *he

areoice ro6ides a !atform to assist informed decisions based on indi6idua! needs as (e!! as

inut to doctors and hea!thcare comanies to +et feedbac) from the atient.

*he areoice can cooerate (ith many !ayers of hea!thcare mar)et since (e do ro6ide a uni"ue

!atform to enab!e en+a+ement of rofessiona!s to(ards atients throu+h inno6ati6e (ays, such as

!istenin+ to atientsB e4erience and imro6in+ uon its ser6ices or treatments

*he areoice is a startu founded in =013 in hina. *he first mobi!e a!ication (as !aunched in

$ecember =013 in Shan+hai and no( in India. *he areoice is the first re6ie(based socia!

!atform that emo(ers atients to ma)e better hea!thcare decisions, and hea!thcare ro6iders andcomanies to enhance atients ositi6e e4erience.

Arom a comrehensi6e !istin+ of hosita!s, doctors and treatments, atients can 6oice their true

hea!thcare e4erience by ostin+ re6ie(s based on their medica! 6isit, ro6idin+ 6a!uab!e insi+hts

that can be shared (ith other atients under+oin+ a simi!ar hea!th -ourney. reated (ith the atient

e4erience in mind, *he areoice ro6ides an oen, trusted and re!iab!e !atform to ma)e informed


13/48


14/48

:%PEI*E*:S N;FSIS

Naabo, the comany behind Practo, (as founded in %ay =00H, (ith a 6ision to bui!d (eb roductsfor the )no(!ed+e sectors. Shashan) and bhina6 initia!!y ic)ed 9ea!thcare, ;e+a! and Education #hence the 3 +!obes around Practo in the !o+o&, because these sectors had no satisfactory I* so!utionsa6ai!ab!e, and Shashan) and bhina6 ;a! (ere at the recei6in+ end of it as Patients, !ients andStudents resecti6e!y. *hey formed a comany to address the need for satisfactory I* so!utions inthese se+ments.Practo.com #ear!ier )no(n as *urbo$oc.in& (as !aunched in %ay =002. It (as one of the ear!ieston!ine ractice mana+ement a!ications to be !aunched in India. Its +oa! (as to emo(er the denta!,medica!, (e!!ness c!inics (ith I* too!s to ser6e atients better and mana+e their ractice effort!ess!y.Shashan) and his team (anted to ma)e the doctors !oo) and fee! !i)e suer heroes, +rantin+ eachre"uirement of their atients. *heir 6ision (ith Practo is to enab!e the hea!thcare institutes doctors

and atients interact and so!6e each otherBs issues more easi!y. *hey are here to chan+e the banes ofI* so!utions of the hea!thcare sector, (ith a better SaaS mode!.Genesis of the startu ho( did it startShashan) (as ersona!!y unhay (ith the !ac) of ser6ices at his doctorBs c!inics. ?hat he noticed(as that the aointments (ere ne6er on time doctors did not ro6ide him access to his o(ntreatment detai!s, !i)e 4rays or ayment detai!s on!ine or in any e!ectronic format. 9e found them tobe e4treme!y disor+aniCed and incaab!e of mana+in+ their o(n ractice efficient!y. So, Shashan)and bhina6 !aunched Practo.com in %ay =002 to he! doctors mana+e their ractices better andhe! them ser6e their atients better. Practo is an on!ine ractice mana+ement soft(are for doctorsa6ai!ab!e on a month!y subscrition mode! #SaaS&.ha!!en+es faced in the startu haseSe!!in+ an on!ine soft(are to an audience #doctorsJc!inics& (ho are not on!ine (as a hu+e cha!!en+efor Shashan) and his team. It too) them "uite some time to fi+ure out the otima! sa!es channe! toreach our audience. !so +ettin+ the doctors and c!inics comfortab!e (ith the concets of Soft(are asa ser6ice #Saas& the fact of the soft(are bein+ on!ine and not on a $ ayin+ er month and not onetime (as difficu!t as SaaS and other !oud omutin+ concets are sti!! ne( in India.usiness mode! of the ideaPracto ro6ides an on!ine soft(are for doctors to mana+e their ractices. *hey ha6e identified >rob!ems (hich sma!! to medium sca!e ractices ha6e/ ointment Schedu!in+, Patient ecord%aintenance, Ao!!o( 8 %ana+ement and ccountin+. Practo is a roduct hosted on!ine and can beaccessed any(here, anytime. It is a6ai!ab!e for a!! secia!ties of medicine and dentistry on a month!ysubscrition basis #the Saas mode!&. PractoBs ser6ices are ro6ided to both indi6idua! ractices andmu!ti center ractices.e6enue rinci!esPracto +ets re6enue from subscritions and se!!in+ 6a!ue added ser6ices !i)e bu!) S%S domainname re+istration.


15/48

E9*9.:@

:8*e9ea!th, Inc. #e9ea!th& offers Internetbased hea!th insurance a+ency ser6ices for indi6idua!s,fami!ies and sma!! businesses in the 8nited States, as (e!! as techno!o+y !icensin+ and Internetad6ertisin+ ser6ices. *he omany offers %edicare !an comarison too!s and educationa! materia!sfor %edicarere!ated insurance !ans,... #more

Shares :utstandin+ #%i!.&/ 12.0=

$i6idend/

Fie!d #L&/

AINNI;SE9*9.:@ on NS$@ Stoc) E4chan+e G!oba! Se!ect %ar)et

37.708S$3 Du! =01>Price han+e #L ch+&

M0.3= #0.HOL&Pre6 !oseM37.3H:en

M37.O2$ays 9i+hM37.23$ays ;o(M37.=3o!ume2=,>53
http://in.reuters.com/finance/stocks/chart?symbol=EHTH.OQ


16/48

6+. o!11=,O335=() 9i+hMO3.155=() ;o(

M==.35

$ESIP*I:N

E 9ea!th, Inc. #e9ea!th&, incororated in No6ember 1227, offers Internetbased hea!th insurancea+ency ser6ices for indi6idua!s, fami!ies and sma!! businesses in the 8nited States, as (e!! astechno!o+y !icensin+ and Internet ad6ertisin+ ser6ices. *he omany offers %edicare !ancomarison too!s and educationa! materia!s for %edicarere!ated insurance !ans, inc!udin+

%edicare d6anta+e, %edicare Su!ement and %edicare Part $ rescrition dru+ !ans. *heomany is !icensed to mar)et and se!! hea!th insurance in a!! 50 states and the $istrict of o!umbia.*he hea!th insurance !ans the omany offers inc!ude medica! hea!th insurance co6era+e, such asreferred ro6ider or+aniCation, hea!th maintenance or+aniCation and indemnity !ans, %edicare!ans, shortterm medica! insurance, student hea!th insurance, hea!th sa6in+s account e!i+ib!e hea!thinsurance !ans and anci!!ary !ans, such as denta! and 6ision insurance.:n!ine ate @uotin+ and omrehensi6e P!an Information*he omanyBs commerce !atforms ro6ide consumers on!ine rate "uotes and comrehensi6e !anbenefit information from a number of hea!th insurance carriers. fter enterin+ a minima! amount ofre!e6ant information on its ?ebsite, its !atforms a!!o( consumers to recei6e a !ist of a!icab!ehea!th insurance !ans and rate and benefit information in an easytounderstand format. *heconsumer can sort throu+h the "uoted !ans based on rice, hea!th insurance carrier or deductib!eamount, or search the !ist of "uoted !ans to obtain a subset based on certain consumer references.P!an omarison and ecommendations*he omany offers on!ine comarison and recommendation too!s that disti!! 6o!uminous hea!thinsurance information. Its ecommerce !atform enab!es consumers to comare and contrast hea!thinsurance !ans in a sidebyside format based on !an characteristics, such as rice, !an tye,deductib!e amount, coayment amount and innet(or) and outofnet(or) benefits. *o furtherassist consumers, its automated recommendation caabi!ity for indi6idua! and fami!y hea!thinsurance resents a short series of "uestions and recommends u to four hea!th insurance !ansbased on the consumerBs inut.:n!ine !ication and Enro!!ment Aorms*he omanyBs commerce !atforms ro6ide consumers on!ine rate "uotes and comrehensi6e !anbenefit information from a number of hea!th insurance carriers. fter enterin+ a minima! amount ofre!e6ant information on its ?ebsite, its !atforms a!!o( consumers to recei6e a !ist of a!icab!ehea!th insurance !ans and rate and benefit information in an easytounderstand format. *heconsumer can sort throu+h the "uoted !ans based on rice, hea!th insurance carrier or deductib!eamount, or search the !ist of "uoted !ans to obtain a subset based on certain consumer references.E!ectronic Processin+ Interchan+e


17/48

E!ectronic Processin+ Interchan+e #EPI& techno!o+y inte+rates the omanyBs on!ine a!icationrocess (ith hea!th insurance carriersB techno!o+y systems, enab!in+ it to e!ectronica!!y de!i6er itsconsumersB a!ications to hea!th insurance carriers. *his e4edites the a!ication rocess bye!iminatin+ manua! de!i6ery and reducin+ the need for data entry and human re6ie(. *hrou+h EPI,the omany a!so recei6es a!erts and data from carriers, such as notification of under(ritin+

aro6a! or a re"uest from a carrier for a consumerBs medica! records for under(ritin+ uroses,(hich are then re!ayed e!ectronica!!y to the consumer. *hese features he! re6ent a!ications frombecomin+ de!ayed or re-ected throu+h inacti6ity of the consumer or the carrier.ac) :ffice Systems*he omanyBs bac) office customer re!ationshi mana+ement system ro6ides a ran+e of customerser6ice tas)s in a ersona!iCed manner. 8sin+ these too!s, the omany can trac) each consumerthrou+hout the a!ication rocess, obtain rea!time udates from the carrier, +enerate automated emai!s secific to each consumer and access a crossse!! en+ine and dashboard to identify and trac)crossse!! oortunities. Its auto emai! system has hyerte4t mar)u !an+ua+e #9*%;& caabi!ity,customiCab!e mer+e ta+s, +ranu!ar se+mentation and trac)in+ caabi!ity.


18/48

INTRO)UCTION

CUSTOMER RE4ATIONS7IP MANAGEMENT O2 7EA4T7 CARE

CREATING 4O3A4T3 6IT7 7EA4T7CARE CRM

% ro6ides a hea!thcare or+aniCation (ith a onetoone communication so!ution that imro6escare de!i6ery, !o(ers costs, and increases !oya!ty amon+ the )ey sta)eho!ders most necessary to

or+aniCationa! success. Perficient ro6ides industrysecific ser6ice offerin+s tai!ored secifica!!y to

address hea!thcare business cha!!en+es and oortunities. :ur teams understand ho( to de6e!o and

e4ecute % strate+ies that best a!y % techno!o+y to suort your )ey hea!thcare rocesses.

?e )no( the com!e4 rob!ems that you face (hen im!ementin+ % so!utions, and (e can he!

your team o6ercome these cha!!en+es. :ur industry focus ro6ides your team (ith 6a!uab!e insi+ht

into ho( % best ractices can be enab!ed in the fo!!o(in+ areas/

PATIENT CRM

%ana+in+ atient information effecti6e!y ro6ides a hea!thcare or+aniCation (ith "uic), efficient

care de!i6ery. *his increases atient satisfaction (hi!e easin+ the administrati6e burden !aced on

hea!thcare (or)ers. y usin+ %, an or+aniCation can stream!ine information co!!ection and

9IP authoriCation re"uirements (ithin a hi+h!y secure en6ironment. *his e!iminates the need for

atients to fi!! out the same information across deartments and notifies these atients of ucomin+

aointments, education e6ents, and ho( to care for their chronic i!!nesses more effecti6e!y in order

to re6ent readmissions. In addition to increasin+ satisfaction amon+ current atients, % can

further e4tend your atient roster throu+h automated mar)etin+ communications that romote your

ser6ices across the community.

P73SICIAN CRM

% so!utions can he! hea!thcare or+aniCations recruit and retain the best hysicians (hi!e a!so

mana+in+ referra!s recei6ed from affi!iated hysicians. Since atient satisfaction is most c!ose!y

re!ated to the affi!iated hysician ou!ation (ithin a hea!thcare or+aniCation, hea!thcare ro6iders

need smart so!utions to increase hysician !oya!ty. 9ea!thcare or+aniCations a!so need to maintain

stron+ communications to suort referra!s and ensure that atients recei6e uninterruted care (hen

they are transferred amon+ faci!ities. % so!utions a!!o( business users to mana+e on+oin+,

mutua!!y beneficia! re!ationshis that increase !oya!ty in the !on+term.

7EA4T7 P4AN CRM


19/48

9ea!th P!ans can reduce costs throu+h more tar+eted member outreach. ommunicate (ith your

members to increase re6entati6e care, encoura+e hea!thy !ifesty!es, and decrease the use of outof

net(or) ro6iders. $e!i6er onetoone customiCed communications that cater to a members uni"ue

hea!thcare needs and increase their !oya!ty to your or+aniCation.

C4INICA4 TRIA4 MANAGEMENT

% offers a comrehensi6e suite of a!ications that he!s harmaceutica!, biotechno!o+y, medica!

de6ice and c!inica! research or+aniCations imro6e !annin+ and e4ecution of c!inica! tria!s, enhance

in6esti+ator re!ationshis, and romote the sharin+ of rea!time c!inica! tria! status information. *his

a!!o(s or+aniCations to increase the efficiency of c!inica! tria!s and acce!erate timetomar)et.

O89ECTI1ES O2 RESEARC7

In order to so!6e the rob!ems mentioned in the fo!!o(in+ ob-ecti6es shou!d be fo!!o(edresecti6e!y to imro6e the customer re!ationshi in hea!thcare or+aniCation.

*o Identify the 6ariab!es that affect the % in hea!thcare or+aniCation

*o c!uster the effecti6e factors usin+ mu!ti6ariate measurement system

*o PrioritiCe the critica! factors that !ead to imro6ement in % in ri6ate hosita!s

*o reate a concetua! frame(or) to imro6e the % system in hea!thcare or+aniCation

4ITERATURE RE1IE6rand !oya!ty re"uires both sycho!o+ica! and beha6iora! measurements #Kno4 and ?a!)er, =001&.

rand !oya!ty is concetua!!y identified as the biased #i.e. nonrandom&, beha6iora! resonse #i.e.

buy&, e4ressed o6er time, by some decision ma)in+ unit #i.e. indi6idua!, fami!y, or comany&, (ith

resect to one or more chosen brands out of a set of such brands #i.e. considerin+ a set of brands

before 'se!ectin+ in and 'se!ectin+ out articu!ar brands&, and is a function of sycho!o+ica!


20/48

rocess #i.e. decision ma)in+, e6a!uati6e rocess& that is de6e!oed to some de+ree of commitment

to(ard a brand or mu!tibrands by consumers. *he commitment is a si+nificant factor in

distin+uishin+ brand !oya!ty from sim!e reeat urchase beha6ior #Dacoby and Kyner, 1273&.

Simi!ar!y, ustomer !oya!ty is defined as a 6ery stron+ commitment to reurchase or reatroniCe a

referred roduct or ser6ice consistent!y in the future and a resistance in s(itchin+ brand, a!thou+h

ha6in+ o(erfu! situationa! inf!uences and mar)etin+ efforts #:!i6er, 1222&. In addition, :!i6er

#1222& su++ested that true brand !oya!ty e4ists (hen a!! three decision ma)in+ hases/ #1& be!iefs

#co+niti6e& #=& affect #affecti6e& and #3& intention #conati6e&, are ointed to a sin+!e brand

reference. o+niti6e !oya!ty occurs (hen consumer be!ief one brand is referab!e to a!ternati6es

because of the )no(!ed+e andJor the information about brand attributes. ffecti6e !oya!ty occurs

(hen the consumer !i)es and has +ood attitudes to(ard one secific brand. t this sta+e, the

consumer has both co+nition and affecti6e !oya!ty in hisJher mind. onati6e !oya!ty occurs (hen

consumer has beha6iora! intention to(ard a secific brand. :!i6er #12H0& found that customer

satisfaction can be affected by e4ectation and disconfirmation. E4ectation is seen as an adatation

!e6e! or a reference oint used to comare actua! erformance (ith the ercei6ed erformance. *he

comarison resu!ted in disconfirmation. If ercei6ed erformances are hi+her than the reference

oint #e4ectation&, it resu!ts in ositi6e disconfirmation. If the ercei6ed erformances are !o(er

than the e4ectation, it resu!ts in ne+ati6e disconfirmation. *hese disconfirmation effects (i!! ma)e

the ostdecision de6iate from the adatation !e6e!. *hen, the tota! effects cause customer

#dis&satisfaction.

O1ER1IE6

Aor comanies in a!! industries, the tas) of findin+, ac"uirin+ and retainin+ customers is a bi++er

cha!!en+e than e6er before. usinesses must ma)e the most of information a6ai!ab!e 6ia customer

interactions by systematica!!y obtainin+, maintainin+ and sharin+ it across a!! customer touch oints.

*o ma4imiCe returns from their customer re!ationshis, and the customer information they ac"uire,

many or+aniCations are adotin+ industryacceted business mode!s and best ractices.

9o(e6er, ensurin+ a successfu! % Im!ementation re"uires e4tensi6e )no(!ed+e of the industry,

and techno!o+y so!utions a6ai!ab!e in the mar)et.


21/48

ustomers e4tract ma4imum 6a!ue from % in6estments and ma)e the most of customer

interactions and re!ationshis. ?e can he! you adot aroriate industrysecific % best

ractices, (hich can be incororated into custombui!t a!ications, sca!ab!e ac)a+ed a!ications

and hosted so!utions.

%ost of a!!, (e he! you na6i+ate throu+h the technica! and or+aniCationa! cha!!en+es for %

im!ementation and % inte+ration to seed timeto6a!ue a )ey concern for any customer

focused or+aniCation.

Patni has +ained (or!dc!ass % im!ementation e4ertise by artnerin+ (ith +!oba! c!ients in

di6erse industries Q inc!udin+ hi+htech and manufacturin+, consumer +oods, te!ecommunications,

insurance and financia! ser6ices Q to e4ecute % initiati6es.


22/48

8ENE2ITS O2 CRM *he ad6anta+es of a % are rimari!y economic. % a!!o(s for/

Increase comany rofits.

Increasin+ the rate of customer !oya!ty.

Sa6e time by automatin+ certain tas)s #increase roducti6ity&.

:timiCe co!!aboration bet(een 6arious comany deartments.

Imro6e resonsi6eness to a secific rob!em

*he c!ient is +enera!!y the main source of income for enterrises. 9o(e6er, as business is chan+in+,

in articu!ar!y as a resu!t of the inte+ration of ne( techno!o+ies in c!iententerrise re!ations,

cometition is becomin+ increasin+!y stiffer, and c!ients may therefore chose their su!eirs or

chan+e them (ith a sim!e c!ic). !ients criteria of choise are, in articu!ar, financia! criteria,

resonsi6eness of the enterrise, but a!so ure!y affecti6e criteria #need for reco+nition, need to be

heard, etc.& In an increasin+!y cometiti6e (or!d, enterrises (ho (ish to increase their rofits

therefore ha6e se6era! a!ternati6es/

Increase the mar+in for each c!ient,

Increase the number of c!ients,

Increase the !ife cyc!e of the c!ient, i.e. increase c!ient !oya!ty.

Ne( techno!o+ies a!!o( enterrises to better )no( their c!iente!e and to +ain their !oya!ty by usin+

ertinent information in such a manner as to better +a+e their needs and therefore better resond to

them.

It has been found that turnin+ a c!ient into a !oya! c!ient costs fi6e times !ess than recruitin+ ne(

c!ients. Aor that reason, a !ar+e number of enterrises desi+n their strate+y around ser6ices roosed

to their c!ients.


23/48

6hat is CRM:

CRM#Customer Relationship Management& intends to ro6ide techno!o+ica! so!utions (hich ma)e

it ossib!e to stren+then the communication bet(een the comany and its c!ients in order to imro6e

the re!ationshi (ith the c!iente!e throu+h automiCation of the different comonents of the

c!ient re!ationshi/

Presa!es/ efers to mar)etin+, consistin+ in studyin+ the mar)et, i.e. the needs of c!ients and

identifyin+ rosects. na!yCin+ the c!ient information co!!ected a!!o( the enterrise to

re6ise its roduct se!ection to more c!ose!y match e4ectations.Enterprise Marketing

Automation#EMA& consists in automatin+ mar)etin+ camai+ns.

Sa!es/ Sa!es forces automation #S2A&, consists in ro6idin+ i!otin+ too!s to businesses to

assist them in their rosectin+ measures #contact mana+ement, sa!es meetin+ mana+ement,

re!aunch mana+ement, but a!so assistance (ith the rearation of business roosa!s, etc&.

!ient ser6ice mana+ement/ c!ients !o6ed to fee! )no(n to and ac)no(!ed+ed by the

enterrise and can not stand ha6in+ to recount, uon e6ery contact, the history of its

re!ationshi (ith the enterrise.

ftersa!es, consistin+ in ro6idin+ assistance to the c!ient, in articu!ar throu+h the

im!ementation of ca!! centers#a!soHelp DeskorHot-Line& and the on!ine ro6ision of

technica! suort information.

*he urose of % is imro6ed ro4imity to c!ients to resond to their needs and turn them into

!oya! customers. % ro-ect therefore inc!udes ro6idin+ each sector of the comany (ith

access to the information system to +et to )no( the c!ient better and ro6ide him (ith roducts and

ser6ices (hich meet his e4ectations in the best ossib!e (ay.

INTEGRATION O2 CRM IN T7E COMPAN3

Im!ementation of % so!utions in an enterrise not on!y consists in adhoc insta!!ation of

soft(are, but rather in modifyin+ the or+aniCation of the enterrise as a (ho!e, (hich in6o!6es the
http://en.kioskea.net/contents/entreprise/help-desk.php3http://en.kioskea.net/contents/systeme-d-information/si-systeme-d-information.php3http://en.kioskea.net/contents/entreprise/help-desk.php3http://en.kioskea.net/contents/systeme-d-information/si-systeme-d-information.php3


24/48

necessary im!ementation of a beha6iora! chan+e ro-ect. s a matter of fact, im!ementation of a

% strate+y re"uires structura!, cometiti6e, and beha6iora! chan+es.

1. mana+ement hi!osohyaccordin+ to(hich a comanyBs +oa!scan be best achie6ed throu+h

identification and satisfactionof the customersstated and unstated needsand (ants.

=.Informationtechno!o+yenab!edstrate+yaimed at identifyin+, tar+etin+, ac"uirin+, and retainin+

the best mi4 of customers. %he!s inrofi!in+rosects,understandin+their needs, and in

bui!din+re!ationshis(ith them by ro6idin+ the mostsuitab!eroductsand a 6ery hi+h !e6e!of

customer ser6ice. It inte+ratesbac)andfront officesystemsto createa databaseof customer

contacts,urchases, informationre"uested, technica! suort, etc. *his database he!s thefirmin

resentin+ a unifiedface to its customers, and imro6ethe "ua!ityof the re!ationshi

67AT IS CUSTOMER RE4ATIONS7IP MANAGEMENT *CRM-:
http://www.businessdictionary.com/definition/management-philosophy.htmlhttp://www.investorwords.com/8751/according_to.htmlhttp://www.investorwords.com/8751/according_to.htmlhttp://www.businessdictionary.com/definition/goal.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/information-technology-IT.htmlhttp://www.businessdictionary.com/definition/information-technology-IT.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.investorwords.com/5492/CRM.htmlhttp://www.businessdictionary.com/definition/profiling.htmlhttp://www.businessdictionary.com/definition/prospect.htmlhttp://www.investorwords.com/11405/understanding.htmlhttp://www.investorwords.com/11405/understanding.htmlhttp://www.businessdictionary.com/definition/building.htmlhttp://www.businessdictionary.com/definition/relationship.htmlhttp://www.businessdictionary.com/definition/relationship.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.investorwords.com/10180/level.htmlhttp://www.businessdictionary.com/definition/customer-service.htmlhttp://www.businessdictionary.com/definition/integrate.htmlhttp://www.investorwords.com/8906/back.htmlhttp://www.investorwords.com/8906/back.htmlhttp://www.businessdictionary.com/definition/front-office.htmlhttp://www.businessdictionary.com/definition/front-office.htmlhttp://www.businessdictionary.com/definition/system.htmlhttp://www.businessdictionary.com/definition/system.htmlhttp://www.businessdictionary.com/definition/create.htmlhttp://www.businessdictionary.com/definition/database.htmlhttp://www.businessdictionary.com/definition/database.htmlhttp://www.businessdictionary.com/definition/contact.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/information.htmlhttp://www.businessdictionary.com/definition/technical-support.htmlhttp://www.investorwords.com/1967/firm.htmlhttp://www.investorwords.com/1967/firm.htmlhttp://www.businessdictionary.com/definition/improve.htmlhttp://www.businessdictionary.com/definition/quality.htmlhttp://www.businessdictionary.com/definition/management-philosophy.htmlhttp://www.investorwords.com/8751/according_to.htmlhttp://www.businessdictionary.com/definition/goal.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/information-technology-IT.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.investorwords.com/5492/CRM.htmlhttp://www.businessdictionary.com/definition/profiling.htmlhttp://www.businessdictionary.com/definition/prospect.htmlhttp://www.investorwords.com/11405/understanding.htmlhttp://www.businessdictionary.com/definition/building.htmlhttp://www.businessdictionary.com/definition/relationship.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.investorwords.com/10180/level.htmlhttp://www.businessdictionary.com/definition/customer-service.htmlhttp://www.businessdictionary.com/definition/integrate.htmlhttp://www.investorwords.com/8906/back.htmlhttp://www.businessdictionary.com/definition/front-office.htmlhttp://www.businessdictionary.com/definition/system.htmlhttp://www.businessdictionary.com/definition/create.htmlhttp://www.businessdictionary.com/definition/database.htmlhttp://www.businessdictionary.com/definition/contact.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/information.htmlhttp://www.businessdictionary.com/definition/technical-support.htmlhttp://www.investorwords.com/1967/firm.htmlhttp://www.businessdictionary.com/definition/improve.htmlhttp://www.businessdictionary.com/definition/quality.html


25/48


26/48

% ro+rammer re"uires a c!ear understandin+ and commitment to the comanys customers,

6i+i!ant adherence to detai!ed +oa!s, commitment from both e4ecuti6es and !ine (or)ers, and a

constant a(areness of the customers 6ie( oint. ustomer re!ationshi mana+ement is about more

than sim!y mana+in+ customers and monitorin+ their beha6ior or attitude. % has the otentia! to

chan+e a customerBs re!ations (ith a comany and increase re6enues in the bar+ain. Aurthermore it

he!s to )no( the customers (e!! enou+h to decide (hom to choose and (hom to !ose.

*he ob-ecti6e of % #customer re!ationshi mana+ement& is to reco+niCe and treat each and e6ery

customer as an indi6idua!. It is 6ery essentia! for any business to )no( that ho( to differentiate

customer treatment accordin+ to an indi6idua! references. Aor differentiate customer treatment, the

comanies use ersona!iCed ser6ice and customiCed roducts (hich ma)e some customers fee!

secia! and others sim!y areciate +ood beha6ior. It humaniCes their urchase or ser6ice re"uest or

com!aint. Persona!iCation and customiCation doesnBt mean maintainin+ on!y customer !oya!ty, but

a!so dri6in+ urchases hi+her.

Gettin+ c!oser to customers and effecti6e!y resondin+ to their needs is a +reat (ay to boost their

!oya!ty and encoura+e deeer business re!ationshi. *he tas) of +ettin+ and retainin+ customers

re"uires e6en +reater s)i!! and effort. *he business needs to ensure that the ser6ice (or)s as the

customer actua!!y (ants it to, and the customers (ant to do business in their (ay, not to be forced to

do it in the enterrises (ay. %ost comanies consider them customerfocused and be!ie6e that in

bein+ so they are ser6icin+ the customer. ut e6entua!!y, bein+ customer focused means to ha6e a

consistent, deendab!e and con6enient interaction (ith customers in e6ery encounter. %

techno!o+ies focus on mana+in+ a!! interactions that an or+aniCation has (ith its customers, in order

to !e6era+e the data in a 6ariety of business a!ications.

?here a rofitab!e re!ationshi a!ready e4ists, % can esecia!!y boost suerior ser6ice Genera!!y

sea)in+, the fi6e needs of customers are/

#a& Ser6ice

#b& Price

#c& @ua!ity

#d& ction and

#e& reciation..


27/48

art from these, there (ou!d be needs, (hich e6en the customers ha6e not

ta)en care of, but (hich, if (ou!d ha6e satisfied (i!! !ead to hi+her customer !oya!ty. %, if

racticed roer!y mi+ht !ead to crossse!!in+ and u se!!in+ of roducts and ser6ices. rossse!!in+

means se!!in+ the ri+ht roduct to the ri+ht customer. :ne other re!e6ant and imortant attribute of

% is its abi!ity to he! in the e+omendin+ of customers. *his, if racticed efficient!y, soothes the

customers ne+ati6e emotions he cou!d ha6e, due to the nonattainment of his e4ectations re+ardin+

the roduct or the ser6ice.

*he adotion of % in the hea!th care industry has been imeded by a number of factors. *hese

inc!ude the ersistent!y fra+mented nature of the industry, the disarate, rorietary and re!ati6e!y

immature nature of I* systems, and the additiona! com!e4ity associated (ith mana+in+ a erishab!e

roduct that is so!d throu+h a 6ariety of distribution channe!s.

9o(e6er, more raid ro+ress is bein+ made due in art to the continued conso!idation bet(een

hea!th care comanies and hea!th care I* 6endors

Resear0h ;uestions

a& 9o( (i!! % he! to retain customers in hea!th care industryR b& ?hat are the ne( mar)etin+

aroaches in hea!th care industryR c& 9o( % can be effecti6e!y administeredR

S0ope o< the Stu!

*his study (i!! ro6ide an insi+ht into the hea!th care industry and the stes bein+ ta)en by them to

imro6e their re!ationshi (ith their +uestsJcustomers.

Arom the study, one can infer the resent scenario of the ractices and ro+rams bein+ fo!!o(ed by

the !eadin+ !ayers in this sector and the stes bein+ fo!!o(ed by them to enhance customer

retention, customer satisfaction and in turn, !eadin+ to enhanced rofits and brand ima+e in the

minds of the customers.

Ob/e0ti=es o< the Stu!

*he rimary ob-ecti6e (ou!d be/

*o study 'ustomer e!ationshi %ana+ement in the 9ea!th care Industry.

*he other ob-ecti6es (ou!d be/

*o study the ro+rams and ractices of % em!oyed by the !eadin+ hea!th care in India.


28/48

*o study the measures to bui!d a better re!ationshi bet(een the customerJ+uest and the hea!th

care unit.

CHALLENGES

*oo!s and (or)f!o(s can be com!e4, esecia!!y for !ar+e businesses. Pre6ious!y these too!s (ere

+enera!!y !imited to contact mana+ement/ monitorin+ and recordin+ interactions and

communications. Soft(are so!utions then e4anded to embrace dea! trac)in+, territories,

oortunities, and at the sa!es ie!ine itse!f. Ne4t came the ad6ent of too!s for other c!ientinterface

business functions, as described be!o(. *hese too!s ha6e been, and sti!! are, offered as onremises

soft(are that comanies urchase and run on their o(n I* infrastructure.

:ften, im!ementations are fra+mentedQiso!ated initiati6es by indi6idua! deartments to address

their o(n needs. Systems that start disunited usua!!y stay that (ay/si!oed thin)in+and decision

rocesses fre"uent!y !ead to searate and incomatib!e systems, and dysfunctiona! rocesses.
http://en.wikipedia.org/wiki/Contact_managementhttp://en.wikipedia.org/wiki/Information_silohttp://en.wikipedia.org/wiki/Contact_managementhttp://en.wikipedia.org/wiki/Information_silo


29/48

usiness reutation has become a +ro(in+ cha!!en+e. *he outcome of interna! fra+mentation that is

obser6ed and commented uon by customers is no( 6isib!e to the rest of the (or!d in the era of the

socia! customer, (here in the ast, on!y em!oyees or artners (ere a(are of it. ddressin+ the

fra+mentation re"uires a shift in hi!osohy and mindset (ithin an or+aniCation so that e6eryone

considers the imact to the customer of o!icy, decisions and actions. 9uman resonse at a!! !e6e!s of

the or+aniCation can affect the customer e4erience for +ood or i!!. E6en one unhay customer can

de!i6er a body b!o( to a business.

RELATED TRENDS

%any % 6endors offer ?ebbased too!s #c!oud comutin+& and soft(are as a ser6ice #SaaS&,

(hich are accessed 6ia a secure Internet connection and dis!ayed in a ?eb bro(ser. *hese

a!ications are so!d as subscritions, (ith customers not needin+ to in6est in urchasin+ and

maintainin+ I* hard(are, and subscrition fees are a fraction of the cost of urchasin+ soft(are

outri+ht.

*he era of the


30/48

?or)shos, as (e!! as by a +ro(in+ number of startus and estab!ished comanies. % (as the

sub-ect of a co6er story in the %ay =010 issue of CRM%a+aCine.


31/48


32/48

to be stron+ and 6isib!e ad6ocates (ho can c!ear!y state and suort the case for chan+e.

o!!aboration, team(or), and t(o(ay communication shou!d be encoura+ed across

hierarchica! boundaries, esecia!!y (ith resect to rocess imro6ement.

*echno!o+y/ In e6a!uatin+ techno!o+y, )ey factors inc!ude a!i+nment (ith the comanyBs

business rocess strate+y and +oa!s, inc!udin+ the abi!ity to de!i6er the ri+ht data to the ri+ht

em!oyees and sufficient ease of adotion and use. P!atform se!ection is best underta)en by a

carefu!!y chosen +rou of e4ecuti6es (ho understand the business rocesses to be automated

as (e!! as the soft(are issues. $eendin+ uon the siCe of the comany and the breadth of

data, choosin+ an a!ication can ta)e any(here from a fe( (ee)s to a year or more.

IMP4EMENTATION ISSUES

Increases in re6enue, hi+her rates of c!ient satisfaction, and si+nificant sa6in+s in oeratin+ costs are

some of the benefits to an enterrise. Proonents emhasiCe that techno!o+y shou!d be im!emented

on!y in the conte4t of carefu! strate+ic and oerationa! !annin+. Im!ementations a!most in6ariab!y

fa!! short (hen one or more facets of this rescrition are i+nored/

Poor !annin+/ Initiati6es can easi!y fai! (hen efforts are !imited to choosin+ and de!oyin+

soft(are, (ithout an accomanyin+ rationa!e, conte4t, and suort for the (or)force. In

other instances, enterrises sim!y automate f!a(ed c!ientfacin+ rocesses rather than

redesi+n them accordin+ to best ractices.

Poor inte+ration/ Aor many comanies, inte+rations are iecemea! initiati6es that address a

+!arin+ need/ imro6in+ a articu!ar c!ientfacin+ rocess or t(o or automatin+ a fa6ored

sa!es or c!ient suort channe! Such 'oint so!utions offer !itt!e or no inte+ration or

a!i+nment (ith a comanyBs o6era!! strate+y. *hey offer a !ess than com!ete c!ient 6ie( and

often !ead to unsatisfactory user e4eriences.

*o(ard a so!ution/ o6ercomin+ si!oed thin)in+. E4erts ad6ise or+aniCations to reco+niCe the

immense 6a!ue of inte+ratin+ their c!ientfacin+ oerations. In this 6ie(, interna!!yfocused,

deartmentcentric 6ie(s shou!d be discarded in fa6or of reorientin+ rocesses to(ard

informationsharin+ across mar)etin+, sa!es, and ser6ice. Aor e4am!e, sa!es reresentati6es


33/48

need to )no( about current issues and re!e6ant mar)etin+ romotions before attemtin+ to

crossse!! to a secific c!ient. %ar)etin+ staff shou!d be ab!e to !e6era+e c!ient information

from sa!es and ser6ice to better tar+et camai+ns and offers. nd suort a+ents re"uire

"uic) and com!ete access to a c!ientBs sa!es and ser6ice history.

GETTING T7E MOST OUT O2 3OUR CRM SO4UTION , 7O6 TO

OPTIMI>E IT


34/48

Sim!y im!ementin+ a so!ution intended to achie6e or+aniCationa! +oa!s is not enou+h to achie6e

% success, Paer toics. *he rocess !e+a! recruitment shou!d ensure that these +oa!s are

achie6ed. %ore imortant!y %otimiCation shou!d be encoura+ed throu+h the ri+ht ractices,

otimiCation of romotiona! roducts and the abi!ity to adat to chan+e. Aor e4am!e, chea no

te!etrac) ayday !oan comanies and credit cards ha6e seen a tremendous +ro(th because of their

adatation to current trends, such as ro6idin+ on!ine credit card a!ication forms.

Sim!y im!ementin+ a so!ution intended to achie6e or+aniCationa! +oa!s IS: 2001is not enou+h to

achie6e % success. *he rocess !e+a! recruitment shou!d ensure that these +oa!s are achie6ed.

%ore imortant!y % otimiCation shou!d be encoura+ed throu+h the ri+ht ractices, otimiCation

of romotiona! roducts and the abi!ity to adat to chan+e. Aor e4am!e, chea no te!etrac) ayday

!oan comanies and credit cards ha6e seen a tremendous +ro(th because of their adatation to
http://www.advancedwriters.com/paper-topicshttp://www.netsuite.com/portal/products/crm/main.shtmlhttp://www.charter4.com/http://www.advancedwriters.com/paper-topicshttp://www.netsuite.com/portal/products/crm/main.shtmlhttp://www.charter4.com/


35/48

current trends, such as ro6idin+ on!ine credit card a!ication forms. :b-ecti6es need to be

identified and % +oa!s need to be fi4ed before embar)in+ on a % ro-ect. usiness hone

system need to be inte+rated (ith the % so!ution before actua! im!ementation. $ocument

%ana+ement Soft(aremost eo!e donBt )no( thatfree ce!! hone !oo)usites e4ist.

E22ECTI1E TEC7NI;UES TO

)RAMATICA443 IMPRO1E

PRO2ITA8I4IT3
http://www.ademero.com/http://www.ademero.com/http://www.widgetbox.com/widget/free-reverse-phone-lookuphttp://www.widgetbox.com/widget/free-reverse-phone-lookuphttp://www.widgetbox.com/widget/free-reverse-phone-lookuphttp://www.ademero.com/http://www.ademero.com/http://www.widgetbox.com/widget/free-reverse-phone-lookup


36/48

Most businesses are a(ash (ith more data than they can dea! (ith rosect and customer !ists,

sa!es data, mar)et research, and com!aints and yet their staff do not use this data to effecti6e!y

mana+e customer re!ationshis.

In a!most a!! cases sa!es and ser6ice sta


37/48

Successfu! % im!ementations ha6e enab!ed comanies to leap


38/48

Net lin)Bs has desi+ned a CRM solution emplo!ing Mi0roso


39/48

CRM IMP4EMENTATION%ethodo!o+ies and e4tensi6e technica! )no(!ed+e he! customers bui!d inte+rated so!utions for

sa!es force automation, mar)etin+, customer contact centers and ser6ice de!oyment. :ur %

im!ementation methodo!o+y is desi+ned to ensure ma4imum returns on % in6estments, (hi!e

minimiCin+ ris). % im!ementation ractice can suort ro-ects of e6ery siCe from !imited

% im!ementations !i)e a customiCed !ead mana+ement so!ution to fu!!cyc!e ro-ects such as

im!ementin+ a consumer resonse center.

INTEGRATION

omrehensi6e suite of ser6ices stream!ines the inte+ration of % a!ications (ith EP and

!e+acy systems. ?e he! c!ients se!ect and im!ement interfaces usin+ midd!e(are ac)a+es !i)e

I% %@.Inte+ration ser6ices for (ire!ess handhe!d de6ices and *I confi+uration and de!oyment

for customer contact centers. In addition, (e bui!d ana!ytic databasesJdata (arehouses and business

inte!!i+ence systems to suort comrehensi6e reortin+ systems.

UPGRA)E AN) MIGRATION

Ser6ices stream!ine system u+rades and mi+ration Q minimiCin+ the disrution to business

oerations. ?e ha6e e4erience in he!in+ c!ients u+rade and ear!ier 6ersions. :ur u+rade

methodo!o+y and "ua!ity assurance rocess he! c!ients ta)e fu!! ad6anta+e of ne( features and

ensure ostmi+ration data inte+rity.

?hen c!ients ha6e many standa!one !e+acy a!ications, often recommends a!ication

conso!idation. ?e he! c!ients define and e4ecute a hased !an to re!ace a+in+ systems (ith

systems that ro6ide rea!time throu+hut at a !o(er tota! cost of o(nershi, he!s c!ients rea!iCe

raid return on in6estment by ro+ressi6e!y de!oyin+ functiona!ity (hi!e systematica!!y e!iminatin+

iso!ated a!ication instances.


40/48

673 7EA4T7 CARE NEE) E22ECTI1E CUSTOMER RE4ATIONS7IP

MANAGEMENT *CRM- IMP4EMENTATIONS

*odays customer re!ies on the abi!ity to en-oy their hea!th care stay beyond any freebee or re(ards

offered. *he modern hea!th care is one that can bui!d a re!ationshi (ith their customers (ith a

ersona!iCed stay a stay that customers (ant to come bac) to a+ain and a+ain. ut ho( does a !ar+e

hea!th care create such ersona!iCationR *he infrastructure of !ar+e hea!th care is no !on+er !i)e the

+rassroots hea!th care of re6ious +enerations.

9o( are todays hea!th care customers differentR

ustomers (ho (ere once !eased by re(ards and riCes care more about the hea!th care that

remembers them. *he fre"uent tra6e!er and the occasiona! 6acationer are more !i)e!y to return to ahea!th care that +ets to )no( them. *he issue is that it can be difficu!t for customers to describe (hat

they (ant in a ersona!iCed stay. Staff must be cunnin+ and di!i+ent,findin+ information by !istenin+

(hen their customers +i6e them sma!! ta!) or com!aints, and bein+ the !easant surrise that the

customer !east e4ects.

?hat strate+y can be used to connect to customersR

*he use of a ustomer e!ationshi %ana+ement #%& a!ication to create a business strate+y is

an e4ce!!ent (ay to increase customer !oya!ty and customer retention. y ersona!iCin+ a customers

stay, a hea!th care can ensure that customers (i!! come bac) a+ain and a+ain sim!y by rememberin+

their fa6orite be6era+e, i!!o( or other referred amenity.

So (hy do hea!th care need effecti6e % im!ementationsR

% im!ementations a!!o( hea!th care to customiCe the stay of !oya! and 6a!ued customers as (e!!

as create secia! !oya!ty rates for customers (ho continue to send "ua!ity time and money (ith the

hea!th care. *his is imortant because customers remember hea!th care that +a6e them ersona!iCed

care. !so, a business strate+y ut into !ace (ith % ensures that the hea!th cares techno!o+y is

u to date and that a hea!th care can trac) a customers satisfaction by creatin+ a c!ose re!ationshi to

that customer.


41/48

?hat are some other benefits to % im!ementationR

*odays techno!o+y a!!o(s a hea!th care to +et to )no( !oya! customers and ro6ide secia! +ifts

such as sendin+ f!o(ers to a souse or +ifts for chi!dren sim!y from rememberin+ ho( the customer

fee!s about those (ho are secia! in their !i6es. *echno!o+y a!so +i6es a hea!th care the abi!ity to

ro6ide ad6ertisements to +uests (ho are of a certain a+e (ho may or may not ha6e chi!dren to

ro6ide them (ith ersona!iCed information based on (ho they are 6acationin+ (ith.

?hich customers ha6e become the rimary focuses for %R

usiness customers tra6e! fre"uent!y and hi+hend ser6ice is imortant to them in the hea!th care

they stay in. 9ea!th care are often imersona! for business customers, and it is imortant to ma)e

them fee! as comfortab!e and as much at home as ossib!e. ;earnin+ their needs roduces more stays

and re"uests for your articu!ar hea!th care. % is imortant for !o++in+ the ersona!iCedamenities of business customers in order to ensure they ha6e the best stay.

?hat is the rofitabi!ity for a hea!th care (ith %R

?ith the rimary focus on the customers ersona!iCed needs and not on finance, mar)etin+ or sa!es,

% a!!o(s hea!th care to ma4imiCe rofitabi!ity by creatin+ !oya! customers, imro6in+ customer

ser6ice and imro6in+ customer retention. *he more customers (ho continue to stay due to the

re!ationshi they ha6e bui!t (ith that hea!th care throu+h % im!ementation, the more rofitab!e

that hea!th care becomes.

ttention to the references and dis!i)es of a customer a!!o(s a customers stay to be en-oyab!e, and

im!ementin+ % a!ications into hea!th care techno!o+y creates a stream!ined aroach to

ersona!iCin+ the stay of customers. ?hen references and dis!i)es are trac)ed, a hea!th care is ab!e

to ro6ide the most comfortab!e stay, and becomes an en-oyab!e !ace for a!! customers to come

bac) to a+ain and a+ain. Increasin+ customer !oya!ty is e4treme!y imortant for the modern hea!th

care, and % ro6ides the re!ationshi !in) bet(een that hea!th care and the customer in order to

+i6e the customer a "ua!ity e4erience.

It is imortant to understand that % is a (ay to run your hea!th care, and not -ust a too! to use

(ithin the (ay your hea!th care is run. !thou+h techno!o+y is used in the or+aniCin+ of customer


42/48

data, ustomer e!ationshi %ana+ement is a strate+y that your entire staff shou!d be on board (ith

im!ementin+ indi6idua!!y and com!ete!y.

S6OT ANA43SIS

S?:* is an acronym for Stren+ths, ?ea)nesses, :ortunities and *hreats. y definition, Stren+ths#S& and ?ea)nesses #?& are considered to be interna! factors o6er (hich you ha6e some measure of

contro!. !so, by definition, :ortunities #:& and *hreats #*& are considered to be e4terna! factors

o6er (hich you ha6e essentia!!y no contro!.

S?:* na!ysis is the most reno(ned too! for audit and ana!ysis of the o6era!! strate+ic osition of

the business and its en6ironment. Its )ey urose is to identify the strate+ies that (i!! create a firm

secific business mode! that (i!! best a!i+n an or+aniCationBs resources and caabi!ities to the

re"uirements of the en6ironment in (hich the firm oerates. In other (ords, it is the foundation for

e6a!uatin+ the interna! otentia! and !imitations and the robab!eJ!i)e!y oortunities and threats

from the e4terna! en6ironment. It 6ie(s a!! ositi6e and ne+ati6e factors inside and outside the firm

that affect the success. consistent study of the en6ironment in (hich the firm oerates he!s in

forecastin+Jredictin+ the chan+in+ trends and a!so he!s in inc!udin+ them in the decisionma)in+

rocess of the or+aniCation.

n o6er6ie( of the four factors #Stren+ths, ?ea)nesses, :ortunities and *hreats& is +i6en be!o(

STRENGT7S

Stren+ths are the "ua!ities that enab!e us to accom!ish the or+aniCationBs mission. *hese are the

basis on (hich continued success can be made and continuedJsustained. Stren+ths can be either

tan+ib!e or intan+ib!e. *hese are (hat you are (e!!6ersed in or (hat you ha6e e4ertise in, the traits

and "ua!ities your em!oyees ossess #indi6idua!!y and as a team& and the distinct features that +i6e

your or+aniCation its consistency. Stren+ths are the beneficia! asects of the or+aniCation or the

caabi!ities of an or+aniCation, (hich inc!udes human cometencies, rocess caabi!ities, financia!

resources, roducts and ser6ices, customer +ood(i!! and brand !oya!ty. E4am!es of or+aniCationa!

stren+ths are hu+e financia! resources, broad roduct !ine, no debt, committed em!oyees, etc.

?EKNESSES

?ea)nesses are the "ua!ities that re6ent us from accom!ishin+ our mission and achie6in+ our fu!!

otentia!. *hese (ea)nesses deteriorate inf!uences on the or+aniCationa! success and +ro(th.

?ea)nesses are the factors (hich do not meet the standards (e fee! they shou!d meet. ?ea)nesses in


43/48

an or+aniCation may be dereciatin+ machinery, insufficient research and de6e!oment faci!ities,

narro( roduct ran+e, oor decisionma)in+, etc. ?ea)nesses are contro!!ab!e. *hey must be

minimiCed and e!iminated. Aor instance to o6ercome obso!ete machinery, ne( machinery can be

urchased. :ther e4am!es of or+aniCationa! (ea)nesses are hu+e debts, hi+h em!oyee turno6er,

com!e4 decision ma)in+ rocess, narro( roduct ran+e, !ar+e (asta+e of ra( materia!s, etc.

OPPORTUNITIES

:ortunities are resented by the en6ironment (ithin (hich our or+aniCation oerates. *hese arise

(hen an or+aniCation can ta)e benefit of conditions in its en6ironment to !an and e4ecute strate+ies

that enab!e it to become more rofitab!e. :r+aniCations can +ain cometiti6e ad6anta+e by ma)in+

use of oortunities. :r+aniCation shou!d be carefu! and reco+niCe the oortunities and +ras them

(hene6er they arise. Se!ectin+ the tar+ets that (i!! best ser6e the c!ients (hi!e +ettin+ desired resu!ts

is a difficu!t tas). :ortunities may arise from mar)et, cometition, industryJ+o6ernment and

techno!o+y. Increasin+ demand for te!ecommunications accomanied by dere+u!ation is a +reat

oortunity for ne( firms to enter te!ecom sector and comete (ith e4istin+ firms for re6enue.

T7REATS

*hreats arise (hen conditions in e4terna! en6ironment -eoardiCe the re!iabi!ity and rofitabi!ity of

the or+aniCationBs business. *hey comound the 6u!nerabi!ity (hen they re!ate to the (ea)nesses.

*hreats are uncontro!!ab!e. ?hen a threat comes, the stabi!ity and sur6i6a! can be at sta)e. E4am!es

of threats are unrest amon+ em!oyees e6er chan+in+ techno!o+y increasin+ cometition !eadin+

to e4cess caacity, rice (ars and reducin+ industry rofits etc.

A)1ANTAGES O2 S6OT ANA43SIS

S?:* na!ysis is instrumenta! in strate+y formu!ation and se!ection. It is a stron+ too!, but it

in6o!6es a +reat sub-ecti6e e!ement. It is best (hen used as a +uide, and not as a rescrition.

Successfu! businesses bui!d on their stren+ths, correct their (ea)ness and rotect a+ainst interna!

(ea)nesses and e4terna! threats. *hey a!so )ee a (atch on their o6era!! business en6ironment and

reco+niCe and e4!oit ne( oortunities faster than its cometitors.S?:* na!ysis he!s in strate+ic !annin+ in fo!!o(in+ manner

It is a source of information for strate+ic !annin+.

ui!ds or+aniCationBs stren+ths.

e6erse its (ea)nesses.

%a4imiCe its resonse to oortunities.


44/48

:6ercome or+aniCationBs threats.

It he!s in identifyin+ core cometencies of the firm.

It he!s in settin+ of ob-ecti6es for strate+ic !annin+.

It he!s in )no(in+ ast, resent and future so that by usin+ ast and current data, future !ans can

be cha!)ed out.

S?:* na!ysis ro6ide information that he!s in synchroniCin+ the firmBs resources and caabi!ities

(ith the cometiti6e en6ironment in (hich the firm oerates.

S6OT ANA43SIS 2RAME6OR#

4IMITATIONS O2 S6OT ANA43SIS

S?:* na!ysis is not free from its !imitations. It may cause or+aniCations to 6ie( circumstances as

6ery sim!e because of (hich the or+aniCations mi+ht o6er!oo) certain )ey strate+ic contact (hich

may occur. %oreo6er, cate+oriCin+ asects as stren+ths, (ea)nesses, oortunities and threats mi+ht

be 6ery sub-ecti6e as there is +reat de+ree of uncertainty in mar)et. S?:* na!ysis does stress uon

the si+nificance of these four asects, but it does not te!! ho( an or+aniCation can identify these

asects for itse!f.


45/48


46/48

)ata anal!sis

%55 The o0tor ?as polite5

3es" $D No" %$D

+5 The o0tor aeuatel! eFplaine m! 0onition eFamination results an treatment pro0ess5

3es "($D No" &$D

3. *he doctor a!!o(ed me to as) many "uestions, enou+h to c!arify e6erythin+.

Fes/ 20L No/10L

>. *he doctor aid enou+h consideration to my concerns for decidin+ medica! rocedure.

Fes 20L No 10L

5. *he doctor made me fee! comfortab!e.

Fes O0L No >0L

O. 9osita! staffs #e.+. nursin+ staffs, harmacist, recetionist, and cashier e4c!udin+ doctors& (ere

friend!y and o!ite.


47/48

Fes 50L No 50L

7. Nursin+ staffs thorou+h!y e4!ained the medication rocess.

Fes 70L No 30L

H. Nursin+ staffs tried to he! me as much as they cou!d.

Fes O0L No >0L

2. Nursin+ staffs sincere!y cared for me.

Fes 70L No 30L

10. *here (as a +ood coordination amon+ hosita! staffs e4c!udin+ doctors.

Fes H0L No =0L


48/48

RESU4TS AN) CONC4USION

Aactor ana!ysis and mu!ti!e !inear re+ression techni"ues (ere a!ied for data ana!ysis. Aor factor

ana!ysis, the researchers e4tracted factors by usin+ arima4 ortho+ona! rotation under rincia!

comonent ana!ysis . %oreo6er, Aactor !oadin+s shou!d be +reater than 0.3 to be imortant. In

addition, the factor scores are used for further ana!ysis as factors scores can be used to so!6e mu!ti co

!inearity rob!em for mu!ti!e re+ression ana!ysis .

RECOMMEN)ATIONS

*he resu!ts of this research indicated that Tdoctor concernB is the most imortant factor affectin+

customer satisfaction and customer !oya!ty and the second most imortant factor affectin+ cororate

ima+e . *herefore, the mana+ement shou!d hire the ri+ht eo!e as e4erts and (e!!)no(n doctors

to ser6e their atients as they !ead to reutation and ositi6e ima+e of the hosita!. %oreo6er, the

doctors shou!d be trained on interersona! s)i!!s so as to ro6ide o!iteness, comfort, and indi6idua!

attention to their atients.

customer relation management nitin

Documents