Strategi customer relationship management rumah sakit siloam dalam membina hubungan dengan para pelanggannya

Muda, Roselyn (2012) Strategi customer relationship management rumah sakit siloam dalam membina hubungan dengan para pelanggannya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Sekarang ini di Indonesia terdapat 1.686 rumah sakit yang tersebar di seluruh kota. 152 di antaranya terdapat di Jakarta, untuk wilayah Tangerang terdapat 28 rumah sakit. Data tersebut di atas terdiri dari rumah sakit pemerintah dan swasta. Tentu banyaknya rumah sakit membuat masyarakat semakin bebas memilih. Dalam hal ini salah satu strategi yang mulai banyak digunakan adalah strategi Customer Reltionship Management, yang mana melalui CRM ini pihak rumah sakit melakukan pembinan hubungan dengan para calon pelanggan atau pelanggannya sehingga diharapkan mereka dapat menjadi loyal terhadap rumah sakit terntentu. Dengan pembinaan hubungan yang baik diharapkan pihak rumah sakit dapat memahami dengan benar apa yang menjadi kebutuhan para pelanggannya. Dalam penelitian ini penulis menggunakan metode penelitian deskriptif kualitatif dengan menjabarkan secara rinci strategi customer relationship management yang dilakukan Rs. Siloam melalui program-program mereka yang dibantu oleh divisi Public Relations dalam membina hubungan dengan masyarakat, khususnya para pelanggan Rs. Siloam. Penulis menyimpulkan bahwa Rs. Siloam berhasil mempertahankan kepercayaan para pelanggannya melalui berbagai bentuk pelayanan kesehata yang disediakan. Melalui program komunikasi yang dirancang oleh divisi CRM dan Public Relations Rs. Siloam yang senantiasa membina hubungan baik dengan para pelanggannya sehingga mereka merasa nyaman dan puas. Untuk mencapai kenyamanan dan kepuasan tersebut, kordinasi yang rapih dan teratur dari pusat hingga ke setiap cabang Rumah Sakit Siloam sangat penting dilakukan agar terbentuk suatu kesatuan informasi yang akan dikomunikasikan kepada para pelanggan. / There are 1.686 hospitals in Indonesia. 152 hospitals are placed in Jakarta and 28 hospitals placed in Tangerang. Many hospitals make customers have many choices to choose which hospital to do some check up or medical treatment. Customer Relationship Management is the key to keep hospitals keep exist within their competitors, because through a good relationship within the companies and customers will make them feel satisfied with the service. In this research the writer used descriptive qualitative method to analyze the customer relationship management conducted by the Siloam Hospitals through their programs.In this case, CRM Siloam Hospitals worked together with Public Relations division to handle their communication programs for the customers. The writer concluded that Siloam Hospitals could successfully maintain their customer’s trust through it’s various health serviceses and their communication’s programs which were conducted through Customer Relationship Management Division and Public Relations of Siloam Hospitals which made their customers feel comfortable and satisfied. A proper cordination is really important within all Siloam Hospitals in Indonesia to create a mutual understanding of information given to the customers.

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