急救中心实施客户关系管理的实践与研究

Practice and research of customer relationship management in emergency medical center

本文针对CRM在国内外的发展现状，阐述急救中心开展CRM的意义和必要性，借鉴CRM的管理经验和服务观念，并将之融入急救中心的管理理念、业务流程、服务策略和患者服务中，建立起以患者为中心的管理体系。通过多年实践，北京急救中心总结提炼出其客户关系管理理论和应用模型。包括北京急救中心CRM基本架构、开展患者需求分析、实现服务过程管理、形成基于感知急救服务质量的患者满意度创建流程、建立急救服务质量反馈系统、创新急救文化建设等重点方面。真正形成了以患者需求为出发点、以急救服务过程管理重点、以患者满意和患者忠诚为最终工作目标的新型急救管理模式，使优化急救服务流程、合理配置急救资源、提升急救运行效率、改善医患关系、创造北京急救中心品牌优势，最终实现患者与急救中心利益最大化。

The customer relationship management （CRM） is a management conception and strategy of ＂customer orientation＂. In this paper, along with the analysis for the development status of CRM at home and abroad, the significance and necessity of CRM implementation in the first-aid organizations are elucidated, and the management experience and service concept of CRM are taken and integrated into the management conception, business process, service strategy and patient services of the organizations to establish a patient-centered management system. Through years of practice, Beijing Emergency Medical Center （called 120 below） summarizes and extracts the theory and the application model of customer relationship management in first aid organizations （called 120 CRM below）, which includes the basic framework of 120 CRM, the analysis for patient needs, the management for service implementation, the formation of perception procedure of patient satisfaction for the first-aid service quality, the establishment of the feedback system of first-aid service quality, the innovative development of first-aid culture, etc., in order to really establish a new management model that focuses on patient needs and first-aid service process management and puts the patient satisfaction and patient loyalty as the ultimate working goal. All procedures above are aimed at the optimization of first-aid service process, the rational allocation of first-aid resources, the enhancement of first-aid efficiency, the improvement of the doctor-patient relationship, and the creation of 120 reputed brand, and ultimately maximize the interests of patients and first-aid organizations.