Customer Relationship Management

Running Head: CUSTOMER RELATIONSHIP MANAGEMENT 1
Customer Relationship Management
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CUSTOMER RELATIONSHIP MANAGEMENT 2
CRM in Healthcare
A customer relationship management (CRM) is a system of how a firm relates to its
existing and potential customers. The arrival of web 2.0 has brought with it a wave of
improvement, for example, the emergence of social media platforms like Facebook, Twitter, and
Snapchat (Cash, 2012). The key feature of CRM 2.0 is its social nature, the ability to combine
web-based social networking and interpersonal organizations to give new methodologies that
surpass the more seasoned CRM. For instance, the older CRM used a more individualistic
approach- form customer to customer or business while CRM 2.0 provides a more sophisticated
angle of social networks allowing interactions across the board even including potential
customers. The emergence of ICT in healthcare systems has been as robust as in all the other
industries. Healthcare involves a one-on-one interaction with their customers [patients]. They
major in value creation. They use internet technology, database management systems and
modern network infrastructure to influence health care practice and administration. Their ability
to incorporate social CRM allows them to generate content from both healthcare and the patients.
Social CRM allows the patient services such as openness of medical record and better
healthcare-patient relationship.
The focal point of this paper is to see how web-based social networking and social CRM
influence the administration conveyance in medicinal services. As indicated by Trusov et al.
(2009), online client created content on social sites can advance item reception. Additionally,
aggregate user-generated content can be used in marketing (Tucker and Zhang 2011,
Oestreicher-Singer & Sundararajan 2012). Healthcare systems can better target their patients
using their data for better value creation. Hospitals collect a vast amount of data from their social
media sites. Their ability to collect this content shows their close external relationship with