Health care industry opts for Customer Relationship Management (CRM) as its daily application. It does this in order to know its patients as it will be better able to respond to them in that way. For this purpose, the health care sector has adapted many CRM softwares which enable them maintain excellent customer relationships and a well-managed customer base to retain their loyalty and satisfaction. CRM solutions have assisted the organizations in health-care sector to be customer-centric. Though, there are challenges that are faced by the pharmaceutical companies in integrating the latest CRM technology in the organizations, however, it has proven to increase the profitability and revenue of the health sector.
This concept influences the decision-making and policy-setting of organization in health care sector. The companies have to take special care of managing the network of customers using specialized softwares. According to business point of view, they will need to have more skilled human resources to manage the technicality involved in the technology. Then, in the face of tough competition, the organizations cannot bear to have a loss in its customer-base. Thus, they will have to make the best and wise use of technology to keep their share.
Decisions about new products will also be based upon the efficiency customer relationship management programs. If the current programs have a huge customer base then the new products (having the same target market) will be easier to market and sell. Other than if the company has a weak customer base then the management will have to devise implementation and marketing strategies to increase its customer base and attract more and more customers.
Opportunity spotting is also possible through CRM where management can identify opportunities to increase market share with customers that have growth potential.
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