Gerenciamento do relacionamento com o cliente: um modelo para hospitais universitários

Abstract

Introduction: In a globalized world, where customer needs are increasingly complex, reliable and immediate information is crucial for organizations. In Health, information systems are great allies: the treatment and organization of patient´s medical records may improve these services, and can strengthen strategic relationships. Objective: To propose a model of Customer Relationship Management (CRM) for University Hospitals. Method: Based on an exploratory-prepositive analysis related to the development of CRM application to health; a survey was carried out on the perceptions of employees of a university hospital located in the city of Campina Grande - PB. Results: i). There is no efficient systematization of data capture at the beginning of hospital care, which contributes to data that are not correct or capable of allowing correlations to be used for operational predictions. ii) The organizational structure and investments in Communication and Information Technologies (ICT) fall short of the needs of the services. Conclusion: We presume that the implementation of a CRM would contribute to hospital effectiveness, due to the strong and lasting relationship between hospital, patients, suppliers, legislators, and other agents. As a suggestion for new research, we advise the study of maturity in ICT in Brazilian university hospitals.