Opportunities and Challenges in Implementing CRM in Class C Private Hospitals: A Case Study

Jeffry Rustandi (Institut Bisnis dan Multimedia asmi)
Benny Ranti (Institut Bisnis dan Multimedia asmi)
K P Suharyono (Institut Bisnis dan Multimedia asmi)
Marisi Pakpahan (Institut Bisnis dan Multimedia asmi)

Global Management: International Journal of Management Science and Entrepreneurship
Vol. 1 No. 4 (2024): November : International Journal of Management Science and Entrepreneurship

This study examines the opportunities and challenges of implementing Customer Relationship Management (CRM) in Class C private hospitals in Bogor, Indonesia. Using a mixed-methods approach, the research combines qualitative and quantitative analyses, including SWOT and Quantitative Strategic Planning Matrix (QSPM) methods, to identify the most effective CRM model. Findings reveal the hospital's internal strengths, weaknesses, external opportunities, and threats, offering strategies to improve patient engagement and operational efficiency. The results emphasize the critical role of digital transformation, staff training, and strategic adaptation to meet the needs of non-BPJS patients in a rapidly evolving healthcare landscape. The research contributes significantly to the development of CRM models tailored to healthcare institutions in emerging market..