Customer relationship management (CRM) towards service orientation in hospitals: A review

Abstract Customer relationship management (CRM) is significant for hospital services as it has been for any other businesses. A hospital helps in restoring and maintaining the health of the people. In healthcare facilities, CRM practices are mainly patient focused strategies which involve a combination of patient interaction and management of hospital interface which is effective. A CRM system is an innovative technology which makes the process of acquiring, developing and maintaining relationships with customers more effective and efficient. The benefits of CRM could be improved customer service, reduction in cost and better retention of clients.

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