“As customers become more interactive it becomes more difficult to differentiate your product or service. Instead, your competitive success hinges increasingly on using customer level information and interaction to create long-term, profitable, One to One customer relationships” (Peppers and Rogers, 1993).
Though we have understood Customer Relationship Management (CRM) relevance only today, way back in 1954, the father of management Peter Drucker, in his book,
The Practice of Management, said, “The only correct definition of business purpose is:
To create a satisfied customer”.
Currently, the healthcare industry is a 100,000 cr industry growing annually at a rate of about 13%. There are significant investments made for establishing corporate hospitals in major cities in India. In near future, India is going to be healthcare destination of the world, as it is well supported by factors like availability of skilled manpower, adopting latest technology and cost advantage. Using this advantage, the hospitals are in a position to offer a variety of general as well as specialist services, which are available at competitive prices. As a matter of fact, India is attracting patients from underdeveloped, developing and developed countries for specialized treatment.
A hospital is no more a nonprofit organization in the present day context. In order to survive in the highly competitive market, hospitals have to market themselves very aggressively. The time has come for the hospitals to think in the long-term and create relationship by providing good service for In-Patients (IP), post-discharge service and internal customer relations, which would go beyond the business organizations. The key to sustainable competitive advantage in today’s market is that organizations must know who their customers are, which customer segment contributes most directly to their profits and what will keep their customers loyal and happy over time.