crm in service sector

7/23/2019 crm in service sector

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Customer RelationshipManagement

CRM in Modern Health Care Delivery

Group Presentation – IS 6800Renee Ross

Hung !inn M"D"# $"D

&genda

De'inition o' CRM

Importan(e o' CRM to General Managers Statisti(s

Industry leaders

Su((ess stories

Case Study – M) Health(are System *est Pra(ti(es

+essons +earned

CRM – !hat is it-

CRM – .Strategy used to learn more a/out (ustomers needsand /ehaviors in order to develop stronger relationships

ith them1 http233guide"darinmag"(om3te(hnology3enterprise3(rm3inde4"html-5 last a((essed Septem/er %# %007" CRM – .&ny appli(ation or initiative designed to help an

organiation optimie intera(tions ith (ustomers#suppliers# or prospe(ts via one or more tou(h points – su(has a (all (enter# salesperson# distri/utor# store# /ran(h o''i(e#

!e/# or e9mail – 'or the purpose o' a(:uiring# retaining# or(ross9selling (ustomers"1 Goodhue# D" +"# !i4on *" H"# and !atson# H" $"# .Realiing *usiness *ene'its

;hrough CRM2 Hitting the Right ;arget In ;he Right !ay1 MIS Quarterly Executive, <ol" =# %# %00%# pp" >9>6"

CRM introdu(ed in =>>,

Importan(e o' CRM to GMs

CRM (an?"

In(rease (ustomer servi(e levels Improve e''i(ien(y o' (all (enters

Cross9sell produ(ts more e''e(tively

Help sales sta'' (lose deals :ui(@ly Simpli'y mar@eting pro(esses

In(rease RAI

http233guide"darinmag"(om3te(hnology3enterprise3(rm3inde4"html-5 last a((essed Septem/er %# %007"

Importan(e o' CRM to GMs

.Resear(h has shon

that (ompanies that(reate satis'ied# loyal

(ustomers have more

repeat /usiness#

loer (ustomer9

a(:uisition (osts#and stronger /rand

valueall o' hi(h

translates into /etter

'inan(ial

per'orman(e1 http233sie/el"(om5 last a((essed A(to/er =# %007"

CRM Spending

%00= 9 8"8 /illion %00, 9 >"7 /illion

%00B proEe(tion 9 ,0"6 /illion Gartner estimates that large /usinesses spend

/eteen ,0 million and >0 million on CRMinitiatives over a ,9year period

Mello# &"# “Watch out for CRM’s hidden costs” A(to/er =# %00=5http233te(hupdate"dnet"(om3te(hupdate3stories3main30#=7=>#%8=8%6,#00"html5 last a((essed onA(to/er %># %007"

CRM Spending

*udgeting 'or CRM – hidden (osts

ProEe(t management So'tare integration

Data maintenan(e

;raining

Gartner revealed many /usinesses

underestimate CRM (osts /y 709BF

Mello# &"# “Watch out for CRM’s hidden costs” A(to/er =# %00=5

http233te(hupdate"dnet"(om3te(hupdate3stories3main30#=7=>#%8=8%6,#00"html5 last a((essed on A(to/er %># %007"

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CRM In'rastru(ture

Integrated database

Billing

Accounts

Call center

Business IntelligenceProcess

Improvement

Refined Business Processes

Call Center FaxDirect

SalesStoreE-mail

Fig. 2

Dy(he# $"# The CRM uide to Custo!er Relationshi" Mana#e!ent # &ddison9!esley# *oston# %00%

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CRM ;argets 3 Components

&ppli(ations

In'rastru(ture ;rans'ormation

&ll three are ne(essary# to some degree# 'orsu((ess'ul implementation o' CRM initiatives

Goodhue# D" +"# !i4on *" H"# and !atson# H" $"# .Realiing *usiness *ene'its ;hrough CRM2 Hitting the Right

;arget In ;he Right !ay1 MIS Quarterly Executive, <ol" =# %# %00%# pp" >9>6"

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Retention vs" &(:uisition

Re' %=# %%

Retention o' (ustomers gives greater /ene'it overa(:uisition o' ne (ustomers

*uilds trust and loyalty

)p9sell and (ross sell opportunities

Move (ustomers through the li'e(y(le&(:uisition# Groth and Retention

Movement ill ma4imie their value and in(rease pro'its

Studies indi(ate that in(reasing the num/er o'

(ustomers a (ompany retains ea(h year /y Eust BF

(an in(rease (ontri/ution to shareholder value /y70F to >BF

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Retention vs" &(:uisition

&verage )"S" (ompanies

lose %0F o' (ustomersevery year – not @noing

Costs 6 to times more to

attain a ne (ustomer thanto retain (urrent (ustomers

http233"(rmtrends"(om3(rm"html5 last a((essed A(to/er %8# %007"

*lei(her# Paul" .&n Imposing Change"1 $har!aceutical Executive" $un %007" p"p" %69,0"

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CRM Su((ess Stories

80F o' organiations report su((ess ith CRM

programs

4amples )nion Pa(i'i( Railroad Sie/elJ

7B00 users 3 Repla(ed lega(y system 3 Strategi( part o' overall /usiness

intelligen(e strategy

Korthestern Memorial Hospital# Chi(ago PeopleSo'tJ B800 employees 3 Repla(ed lega(y system 3 .&utomation means

(lini(ians (an 'o(us more time on patient (are" Having PeopleSo't as a

support system ill help us a(hieve our mission o' patients 'irst"1

Re' # =6# %0

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CRM Lailure

Lailure rate o' =B9%BF

8BF o' CRM users (annot :uanti'y /ene'its

rass# P"# “CRM% &nce More, Without Reelin#” Mar(h =# %00,5

http233"('o"(om3arti(le3=#B,0>#8>783*S3=%37#00"html5 last a((essed A(to/er =B# %007"

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CRM Industry +eaders

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Company In'ormation Head:uarters in San Mateo# Cali'ornia Lounded =>>, B000 employees %"8 million users at 7#000N organiations %00, revenue 9 =",B /illion

Strategy .CRM 'or veryone1 – CRM so'tare solutions 'or any @ind o' organiation# any type o' user# and any /udget

Produ(t A''erings Sie/el *usiness &nalyti(s Sie/el An Demand Sie/el Sales Sie/el Pro'essional

http233sie/el"(om5 last a((essed A(to/er =# %007"

Company In'ormation Head:uarters in Pleasanton# Cali'ornia Lounded =>8 =%#000 employees Serving =%#%00 organiations %00, revenue 9 %", /illion

Strategy Lle4i/le and adapta/le /usiness solutions

Produ(t A''erings PeopleSo't nterprise PeopleSo't nterprise Ane PeopleSo't !orld

=" http233"peopleso't"(om5 last a((essed A(to/er =# %007"

Company In'ormation Head:uarters in *ellevue# !ashington

>00 (ustomers in B0 industries Strategy

;hrough three audien(e9spe(i'i( portals# Any4 mployee Portal#Any4 Customer Portal and Any4 Partner Portal# Any4 nterpriseCRM provides proven te(hnology ideal 'or /usiness environmentsthat need 'le4i/le# relia/le and managea/le CRM

Produ(t A''erings Any4 CRM4press Any4 Porta/le CRM Any4 &nalyti(s

http233"ony4"(om5 last a((essed A(to/er =# %007"

Company In'ormation Head:uarters in !aldor'# Germany Lounded =>% ,0#000 employees %"8 million users5 =#B00 partners

Mission ;o provide (olla/orative /usiness solutions 'or all types o' industries

and 'or every maEor mar@et

Produ(t A''erings myS&P *usiness Suite myS&P RP S&P 4&pps

=" http233"sap"(om5 last a((essed A(to/er =# %007"

CRM and le(troni( Medi(al

Re(ords MRJ

.Initiative designed to help an organiationphysi(ian 3 hospitalJ optimie intera(tions

ith (ustomers patientsJ 'or the purpose o'

a(:uiring or retaining (ustomers patientsJ"1

Goodhue# D" +"# !i4on *" H"# and !atson# H" $"# .Realiing *usiness *ene'its ;hrough CRM2 Hitting the Right ;arget In

;he Right !ay1 MIS Quarterly Executive, <ol" =# %# %00%# pp" >9>6

Keed 'or MR

&r(hai( in'ormation systems

&((ording to the $ournal o' &meri(an Medi(al

&sso(iation# .as many as >8#000 patients die ea(h

year in )"S" hospitals 'rom preventa/le medi(al

errors

+a(@ o' relia/le health in'ormation"

Sart# Ki@@i# .& Pres(ription 'or le(troni( Health Re(ords1 Infor!ation Mana#e!ent 'ournal # <ol ,8# 7# %007# p"%09%%"

Mar@et 'or MR

;he mar@et 'or MR 'or physi(ians

e4(luding the hospitals is B00 M in %007

and e4pe(ts to gro to B * in %008

$" +arson# ;he &riona Repu/li(

Kational &genda 'or MR

. *O CAMP);RIIKG H&+;H RCARDS#! C&K &<AID D&KGRA)S MDIC&+

MIS;&S# RD)C CAS;S &KD IMPRA<C&R1

In the )S# every patient should have MR or HRithin =0 years

President *ushs State o' the )nion address# =3%03%007

le(troni( Medi(al Re(ords

In Massa(husetts# *lue Cross Q *lue Shield o'

Massa(husetts plans to donate B0 millions to 'und a

pilot proEe(t that ele(troni(ally lin@s patients medi(alre(ords /eteen the hospitals and health (are providers

in , (ommunities"

;he goal is /uilding a stateide M system that(onne(ts hospitals and (lini(s" ;his mission has a

idespread support among insurers# hospitals and

do(tors"+" oal(y@# Glo/al Sta''

le(troni( Medi(al Re(ords

;ransition 'rom paper medi(al re(ords

PMRJ to MR re:uires strong physi(ian

leadership and institutions (ommitteemen o'

human and (apital resour(es

Case Study

M) Health(are System

Case Study

M) H&+;H C&R SOS;M

M) Health Care system (onsists o' %operational entities2S(hool o' Medi(ine SAMJ

)niversity Physi(ians )PJ2 medi(al pra(ti(e

M) Health Care )niversity Hospital

Colum/ia Regional Hospital

Clini(s

M) S(hool o' Medi(ine

M) S(hool o' Medi(ine SAMJ

&sso(iate Deans Chairpersons o' *asi( S(ien(e Departments

Chairpersons o' Clini(al Departments Medi(ine#

General Surgery# A/stetri(s and Gyne(ology#

Pediatri(s# Lamily Medi(ine?J)KI<RSI;O PHOSICI&KS

)niversity Physi(ians

Head(ount2

)P2 6,B ,0 physi(ians N %6B sta''J I;2 %% or ,"BF o' total )P head(ount

*udget2 )P s revenue2 ==0 M

I; servi(es2 %" M or %"BF o' revenue

le(troni( medi(al re(ords MRJ

ID system2 s(heduling and /illing

M) Health Care

C);I< DIRC;AR

CIA# CLA Hospital Dire(tors

)KI<RSI;O HASPI;&+

CA+)M*I& RGIAK&+ HASPI;&+

C+IKICS

)niversity Hospital

;ertiary a(ute (are hospital

&ll servi(es e4(ept !omens Health and

Keonatal Intensive Care )nit KIC)J

;rauma Center

%60 *eds

Kum/er o' patients served2 ==#B,% %00,J

Colum/ia Regional Hospital

%6%9/ed a(ute (are hospital

Surgery2 Arthopedi( Surgery# )rology# General

Surgery

Medi(ine

!omens Health Servi(es2 A/stetri(s# Gyne(ology

and others Keonatal Intensive Care )nit KIC)J

Kum/er o' patients served2 6#7 %00,J

M) Health Care

Head(ount2 M) Health Care2 B00 employees

I;S2 =08 or =">F o' the total head(ount

*udget2 M) Health Care2 6%0 M

I;S2 =,"B M or a/out %"%F o' the total revenue

B0F o' /udget 'or personnel

B0F o' /udget 'or hardare# so'tare and outside supporting servi(es

;otal /eds2 B%%

;otal in9patients served2 =800>

;otal out9patient visits2 B77#,>B

M) Health Care System

Customers2 Health (are providers2 physi(ians Patients

le(troni( (lini(al in'ormation is theorganiations e''ort to re(ruit and retain

(ustomers" Aperational e''i(ien(y Improved :uality o' (are

M) H&+;H C&R

Hospital Clini(al In'ormation System le(troni( medi(al re(ords MRJ

MI+S;AK

D<+APMK;S

Lall %00=# <i(e Chan(ellor 'or M) Health Care System#

(ommitted to develop ele(troni( medi(al re(ords" Dean and 4e(utive Dire(tor strongly supported the

proEe(t & physi(ian leader as appointed as a liaison /eteen I;

leadership and physi(ians"

Cerner as sele(ted as a te(hni(al provider 'or the proEe(t" Goal2 In(remental implementation o' system9ide

ele(troni( health in'ormation HIJ

CRKR R+&;IAKSHIP

De(em/er %00= ;e(hnology 'ees# traditionally re'erred to as

.li(ensing and support1

Consulting implementationJ 'ees – pay as you

Septem/er %00, Autside (onsultants to renegotiate the (ontra(t

CRKR CARPAR&;IAK

Lounded in =>>

Head:uartered in ansas City +eading supplier o' health(are in'ormation

te(hnology# ith more than B#%, asso(iates

and =#B00 (lients orldide" In %00,# it had a revenue o' 8,>"6 million

and net in(ome o' 7%"8 million"

CRKR CARPAR&;IAK

A''ers (entralied ele(troni( medi(al re(ord to seamlessly

deliver health in'ormation su(h as la/oratory results#

images# medi(ation and allergy data to health (are teamsthat depend on (omplete# timely in'ormation" ;his in(reases

measura/le :uality o' (are

na/les e4e(utives to manage resour(es# (omply ith

regulations and re(ognie trends and /est pra(ti(es /y(om/ing (lini(al# operational and 'inan(ial data 'rom a(ross

the enterprise and the industry"

+C;RAKIC MDIC&+

RCARDS ;he (ost o' (onverting paper medi(al re(ords

to ele(troni( medi(al re(ords is =0#000 –

,0#000 per physi(ian" ;he (ost o' ele(troni( (lini(al in'ormation is

/eteen B0 M – =00 M 'or health (are

system o' %9 , hospitals

+" oal(y@# Glo/al Sta''

M" M(Gee# In'ormationee@"(om

MRs Progress

%00% ;he proEe(ts as laun(hed /ut progress as

impaired /y (on(erns a/out M) Health Care

Systems 'is(al situation"

>3%00, ;he proEe(t as rea(tivated on an a((elerated

time 'rame"

PatientsT Medi(al In'ormation

Clini(s Demographi( in'ormation in(luding

insuran(e

History2 allergy

Physi(al e4amination

+a/oratory2 /lood tests# radiographi( images

Diagnoses

;reatments

Patients Medi(al In'ormation

Hospitals Demographi( in'ormation in(luding insuran(e

Physi(ians initial evaluation History Physi(al e4amination +a/oratory2 /lood tests# radiographi( images

Diagnoses ;reatments

Patients Medi(al In'ormation

Hospitals Su/se:uent visits2

Progress notes2 medi(al students# residents and

attending physi(ians

Physi(ians orders

Kursing notes2 vital signs and assessment

;raditional Medi(al In'ormation

Dra/a(@s Important (lini(al in'ormation is not timely

availa/le2

outpatient in'ormation is not availa/le hen the patientis admitted to the hospital Consultations

Ine''i(ien(y2 Dupli(ation o' e''ort ;ime (onsuming Illegi/le re(ords Missing medi(al re(ords

PATIENT

Attending

NursesResidents

Family

Student Student

Consultants

Clerks

Pharmacy

Transort!ed record

Ethics

Insurance

Comuter

Comliance

Policies

Hospital Clini(al In'ormation System

Medi(al re(ords Cerner H*AC

Arders Cerner H*AC

Materials management Pro(ure IMMS

Clini(al pathology &+G )H onlyJ &+G CRH onlyJ

&natomi( pathology CoPath M !estern star

Pharma(y Pharma@on H*AC

Aperating room SurgiServ ARSAS

Radiology M&RS H*AC

Cardia( (ath la/ !hitt )H onlyJ !hitt CRH onlyJ

)H CRH

&((omplished ProEe(ts

Hospital (lini(al in'ormation system )HJ Physi(ians orders Pro'ile medi(al re(ords managementJ system at )H Do(ument imaging – (lini(al and 'inan(ial

MR )H and Clini(sJ Clini(al in'ormation is 'loed into the Central Data Center and thus

retrieva/le through Poer(hart Do(umentation ith Poer(hart

LirstKet – mergen(y Departments tra(@ing and triage Cerner runs the Central Data Center o'' (ampus Poer Chart is an ele(troni( 'ormat o' standard (onsultation

notes# progress notes and operative notes"

PA!R CH&R;

Physi(ians ele(troni( medi(al re(ords

Stru(tured do(uments2 Consultation notes

Progress notes

Aperative notes

Se(ured ele(troni( signatures

Current ProEe(ts

%007 Pharma(y system – )H – co!"lete

Aperating Room Management system – )H

Repla(ing2 Radiology system 9 )H3CRH &natomi( pathology system 9 )H3CRH Clini(al pathology system 9 )H3CRH *lood /an@ system 9 )H3CRH

Physi(ian and nursing do(umentation on9line 'or in9patentdo(umentation

.Poer Chart o''i(e1 in the (lini(s

MR Programs Goals

Patients2 Improved :uality o' (are

Pro%iders2 *etter or@ing environment

!& #ealth Care System2 nhan(ed

'inan(ial per'orman(e

MRs *KLI;S

Patient (are ill improve *etter health out(omes Higher satis'a(tion

Providers lives ill /e /etter asier# more time to provide good (are 'rom

improved e''i(ien(y ;he /ottom line ill /e enhan(ed

De(reased (osts# in(reased revenues

!hat are medi(al errors-

&dverse event &J2 inEury or death o' a patient

Kear miss2 an event or situation that (ould haveresulted in & /ut did not

Medi(al rror2 'ailure in e4e(ution o' plan and its details AR

use o' rong plan

Comple4 Kature o' Medi(al

IC) study &verage o' =8 .a(tivities1 per patient perday

>>F pro'i(ien(y rate means =" errors per

patient per day ven >>">F may not /e sa'e enough

+atent rrors in System Design

;hree Mile Island# *hopal# Cherno/yl#

Challenger disaster

.&((idents aiting to happen1

Human error is pro4imate (ause

Root (ausesJ present in system 9 long time ;he error is a symptom o' the underlying

systemi( disorder

Perspe(tive on medi(al errors

Physi(ians# nurses# pharma(ists are highly trained#

(are'ul# and dedi(ated pro'essionals

+a(@ o' aareness o' s(ale o' pro/lem

Most errors do no harm

Most errors are symptoms o' the underlying

systemi( disorder" MR is one o' the solutions to the systemi(

disorders o' the health (are delivery

;he !or@ o' Providers

!hat is the real or@ o' health (are

providers# i"e"# those ith dire(t patient

(onta(t- Pro(ess in'ormation

&pply te(hni(al s@ill

*uild relationships

In'ormation Pro(essing

Start ith a /aseline @noledge and e4perien(e

&(:uire in'ormation 'rom the patient

Supplement ith e4amination and diagnosti(

testing – /oth past and present

)se /aseline @noledge# o((asionally

supplemented in'ormation at time o' (are# to'ormulate a plan o' (are

In'ormation pro(essing

Communi(ate the plan Arders3pres(riptions – i"e" in'ormation trans'er to other

providers In'ormation trans'er to the patient

In'ormation to re'erring physi(ian3PCP

Arders implemented

Charges applied to servi(es rendered Inter'a(ed ith ID system 'or e''i(ient /illing and

(olle(tion

Physi(ians and In'ormation2

Communi(ation!ith ea(h other?

In*o4 messaging

!ith our patients? IU Health

!ith our re'erring physi(ians

&uto9'a4 Dire(t a((ess

mployers

P#'SICIAN(S OR)ERS

OR)ERS #AN)*RITTEN+,+-min )octor .rites order

+,// A%erage until unit secretary enters order

+,00 &nit secretary enters order

+,/1 A%erage until nurse begins to %eri2y order

+,+3 Nurse %eri2ies order

0,-3 Pharmacy recei%es order

OR)ERS 4ENERATE) ONLINE+,+/ )octor .rites order5Pharmacy recei%es order

Sour(e2 Modern Health(are# %00=

MR and Physi(ians orders

In hospitals# hen physi(ians order

medi(ations 'or patients ele(troni(ally#

serious medi(al errors ere redu(ed /y BBF"

D" *ates# M"D"# *righam and !omens Hospital"

Do(umentation

Do(umentation o((upies a signi'i(ant

portion o' physi(ians e''ort in providing

medi(al (are"

Good do(umentation improves medi(al (are

and a de'ense against medi(al lasuits More lasuits are de'ended /e(ause o' good

re(ord @eeping than /e(ause o' a(tual events"

Credi/ility o' Medi(al Re(ordsCredi/ility o' Medi(al Re(ords

Delayed 'iling o' la/ resultsDelayed 'iling o' la/ results

In(omplete 'ilesIn(omplete 'iles Illegi/le re(ordsIllegi/le re(ords

&ltered re(ords&ltered re(ords

La/ri(ated re(ordsLa/ri(ated re(ords +oss and (on(ealment o' re(ords+oss and (on(ealment o' re(ords

Physi(ian Do(umentation

M)HC is in the 'ore'ront o' implementing

these (apa/ilities Aver =00#000 Poer Kotes have /een (ompleted

– almost all inpatient

!e have the s@ill and (ommitment o'

physi(ians ne(essary to (ontinue progress inthis area

Plan o' Care ;he most appropriate plan o' (are re:uires

the presen(e o' all needed in'ormation at

the point o' de(ision9ma@ing In its simplest – this (on(ept means everything

no availa/le on paper spread out a(ross asystem o' (are is availa/le instantly in anorganied# retrieva/le 'ashion at all lo(ations o'(are via the MR

Physi(ians and In'ormation2noledge at the Point o' Care

An9line resour(es Stru(tured do(umentation

Arder sets

&lerts Q reminders Continuous Uuality Q Sa'ety Improvement

Health Insuran(e Porta/ility and

&((ounta/ility &(t HIP&&J Se(ured a((ess to the data2

Passord

le(troni( signature

Close monitoring a((ess to MR2 mployees are prohi/ited to vie even their on

medi(al re(ords"

*ene'its o' MR

Re' ,# 7# B# 6

Improves :uality o' (are In'ormation availa/le at time and pla(e o' (are

Redu(es medi(al errors Improves (oordination o' (are

Providers /etter pro'essional lives

More e''i(ient More e''e(tive

+ess pro'essional lia/ility

*ene'its o' MR

Re' ,# 7# B# 6

Improves the institutions 'inan(ial per'orman(e2 Improves /illing and (olle(tions through timely and more

a((urately su/mitting the (harges to insurers"

Redu(es health(are (osts resulting 'rom ine''i(ien(y and

in(omplete in'ormation

Redu(es the (ost o' pro'essional lia/ility Increases %olume by retaining and recruiting more

atients and hysicians

CRM Strategy

*alan(e the /usiness in 'avor o' the (ustomer

Maintain (ustomer loyalty

D&;&# D&;&# D&;&

Uualitative resear(h to understand (ustomers

Develop spe(ialty programs that meet (ustomers

interests no hi(h mar@ets and mar@eting strategies are

the most pro'ita/le

Re'" %6

CRM *estPra(ti(es

*est Pra(ti(es

<ision 3 Strategy

no your Customer

Di''erentiate

;e(hnology – data re:uirements

Metri(s

Monitor

Kelson# S(ott# . Ei#ht (uildin# (loc)s of CRM” Gartner Group# $une =># %00,5

http233%"(io"(om3analyst3report=78,"html5 last a((essed A(to/er %B# %007"

<ision 3 Strategy

&lignment o' vision3strategy ith2 *usiness o/Ee(tives Customer re:uirements

Arganiational readiness# in(luding(apa/ilities# poli(ies# in(entives and pra(ti(es

Customer &nalysis

Identi'y 99 @no ho your (ustomer is

Segment 99 high9value# high9potential# lo9

potential

Pro'ile 99 @no your (ustomers ha/its#

/ehaviors and pro'ita/ility

;e(hnology – data re:uirements

De'ine and map data re:uirements !hat (ustomer data is ne(essary-

!hat system ill the data (ome 'rom-

Metri(s

Metri(s Q goals must /e esta/lished

up 'ront

Monitor

Get 'eed/a(@ 'rom (ustomers

&udit (ustomer e4perien(es /y periodi(ally

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