إدارة علاقات العملاء ودورها في منظمات الأعمال الصحية

Abstract

This research aims to study the approach to CRM (Customer Relationships Management (CRM)) and its role in business organizations focusing on hospitals through the case study of Royal Care Hospital in Khartoum. This research is based on several assumptions but the most important of them are:1- application of customer relationship management as a way of administrative will increase the chances of success of health organizations, 2-spreading the culture of CRM ensures the survival and continuation of the business organization, 3-convinced of senior management in Royal Care Hospital in Khartoum by the principles of CRM will lead to increase the attention of the hospital to apply CRM and that the application of Royal Care Hospital for CRM approach will win him a competitive advantage. This research found several important results, the most important of them being (1) the application of CRM and dissemination of its culture leads to increased chances of success of business organizations in general, and health organizations, particularly in achieving their current and future objectives, (2) the dissemination of culture and systematic application of CRM in business organizations helps realizing competitive advantage, especially in private sector organizations under the conditions of strong competition from similar organizations, and (3) the study also confirmed that it must adopt CRM methodology and management culture, not just as a computer software or a marketing tool. Although deployment of customer relationship management is the most important guarantee for the survival and continuity of the organization, the methodology of CRM contributes to the providing of health organizations managers and administrative staff with the necessary administrative knowledge in general. This research offers several recommendations, the most important of them is that all business organizations, and particularly health organizations, should pay attention to the application of CRM in Sudan. The higher management in business organizations operating in Sudan should support the application of the culture and methodology of CRM. They also must get suitable CRM programs appropriate with their needs, and they should focus on their surrounding (external) environment and play a positive role with the community around them as one of the essential goals of CRM.