Gerenciamento do relacionamento com o cliente: Um modelo de CRM para hospitais universitários

Abstract

In recent years, information and telecommunications systems have become determinant in hospital management. With the great amount of information that is generated every day, these tools are indispensable in the management of these institutions. It is in this scenario that this study proposes the development of a model of Customer Relationship Management (CRM) software in the context of the management of public hospitals of the Ebserh Network, which allows the use of this tool and its customer relationship philosophy in management of these institutions. CRM software is a business strategy focused on understanding and anticipating the needs of your customers. Concepts such as information of data and knowledge, information technology, information systems and relationship marketing, and others inherent to the theme are described. For this, a research was carried out involving federal university hospitals to obtain data relevant to the construction of this CRM model. In which, with all understanding of the hospital's processes and needs, a CRM software was designed for the needs and demands of this institution.