Downloads: 122 | Views: 230

Informative Article | Management | India | Volume 8 Issue 9, September 2019

Quality Service a Prerequisite for CRM: A Study of Indian Corporate Healthcare Environment

Smita Poi

Abstract: In today's hyper competitive environment the success of any organization lies in it's positioning capacity through exploration and utilization of critical business edge of the relevant times. Customer Relationship Management is that sword which can catapult any organization to it’s maximum potential and the quality of service is it’s cutting edge. CRM has the potential to revolutionize the healthcare market which will drive service line volumes and ultimately revenue. Quality is the lifeblood of any service organization seeking lifetime patronage, world class edge and increased profitability. Delivering quality service means meeting or exceeding the expectations of the customer and delighting them. Gone are the days of charitable service provided by hospitals, the prevailing environment of healthcare business seek mindful planning, integration and execution of customer oriented way of doing business by strategically sewing together the needs of the customer with the resources and abilities of the organization. Digital era calls for an uncompromising attitude for quality first time every time. Customers are no longer willing to alibi, if vanquished they will leave and will leave with a bang on social media enough to cause a catastrophe. Therefore, delivering superior service quality is the prerequisite for any Customer relationship strategy. It is like the heart of CRM, the philosophy which must radiate throughout the organization.

Keywords: Customer relationship management, quality service, service strateggy, healthcare

Edition: Volume 8 Issue 9, September 2019,

Pages: 810 - 813