Executive Summary
Many organizations use a Customer Relationship Management System (CRM) to address issues on sales or customer service deficiencies or respond to external pressures such as partnering, compliance to regulations, inventory management, and so forth. Consequently, many organizations implementation a CRM software is often not proactive but rather a reactive one. The business landscape is changing, for that reason organizations are looking for a solution that extract the best value from marketing and sales processes. Prior for getting a CRM system, it is necessary to consider fundamental rules for its development, design, and implementation. CRM systems deliver great benefits to the organization not just sales and marketing. It boosts customer retention, interdepartmental communication, reduces workflow, data duplication, and is visible to all user. In addition, a centralized CRM system results in an easier and an accurate decision-making. This report includes steps for analyzing and implementing a Customer Relationship Management System (CRM) in Royal Commons Hospital. The CRM system objective is to assist both doctors and patients. It achieves this by managing their interactions, providing a flexible and reliable system, which will reduce the waiting times, provide personalized care, and generate leads on the best treatment plans for the patient. The paper will follow a systematic approach of system development life cycle (SDLC) describing the system development life cycle. The chosen approach was because of the successes, its ability to elicit the system requirement, cost, and time management. Therefore, the report will guide the sponsors and management on its implementation and choice of developmental procedure (system development life cycle (SDLC)).
1.0 Introduction
The need for an effective and efficient customer relationship management (CRM) is essential in the healthcare sector to maintain and developing new relationships with patients. Therefore, a CRM system ideally creates strong personal bond with patients. CRMs helps, firms identify the customer needs and focus their strategies that serve the client better. In addition, it helps the company develop a competitive edge against its competitors (Sugandhi, 2003, p.9). In most case, a CRM system will assist the organization identify customer needs, help in rediscovering the customer and identify untapped business potential (Sugandhi, 2003, p.9) and (Grünewälder, 2008, p.5-6).
This report is on implementing a CRM system, facilitating the interactions with current and future customers within the hospital. The system will provide many features to enhance patients’ interaction with hospital staff.
The main objective is to develop an effective and efficient system that achieves all operations of managing interactions.
The main objective
1. Develop a new CRM system for the hospital
2. Offer an effective and efficient CRM system for both the customer and company
3. Easy communication between the customer and the hospital
4. Remind the sales representatives of their appointments, tasks, and follow-ups periodically
5. The CRM system accessed on different devices and platforms
This report presents all phases of the project’s life cycle of implementing a CRM system through the systems development life cycle (SDLC). The first chapter offers a brief of the organization in the context and elaborates its internal and external operating environment, clearly identifying the problems and possible opportunities of implementing a CRM system. The second chapter justifies the choice of the proposed system and explains how the information system will support the strategic goals of the organization in question. The third chapter will present system analysis and functions of the system from a managerial perspective and explain the system implementation process. The fourth chapter will discuss post-implementation activities and discuss project management, risk management and change management associated with the implementation
1.1 The Organization
The Royal Commons Hospital strives to serve the people of California by offering both general and specialized healthcare. Royal Commons Hospital focus is on improving the quality and effectiveness of healthcare and services offered to patients. The development of these services supported by the latest technologies provides a safer, better and better care. Realizing these goals will enable Royal Commons Hospital harness local passions and commitment to collaborate with hospital as the primary healthcare provider in the community. The Royal Commons Hospital vision, values, and objectives enshrine a law of what the public expects from Royal Commons Hospital. It sets the rights of patients with regard access to health care, the quality of care, confidentiality of information, treatment programs, and the right to complain.
1.1.2 Vision
Provide quality, safe, good value care and remain the preferred provider of healthcare within the community. The hospital achieves this by offering a range of services that are innovative and community-based. To support the vision of the organization The Royal Commons Hospital has five strategic objectives attached to providing quality and safety of care.
• Focus on quality of care and safety
• Remain the preferred provider of general and specialized healthcare to the community
• Partner with community in promoting the integration of social heath care
• Enrich the lives of staff, training, research, and promoting education
• Work towards a sustainable organization
1.1.3 Mission
The Royal Commons Hospital mission is to be committed to accountability and measure performance against all the set objectives.
1.2 Business Processes
The Royal Commons Hospital is an organization facing new challenges and opportunities. An aging population straining hospital resources, new regulations and technologies offering more freedom to patients over their care, these factors has forced healthcare providers to offer personalized healthcare. Therefore, healthcare CRM systems offer the best remedy to confront these issues. CRM platforms connect conversations between healthcare staff and the patient. In addition, allows the manipulation of patient data in a completely new way. Over the years, experts have predicted the manner technology could transform and improve the healthcare sector. CRM systems help industry leaders to deliver this vision with unprecedented speed. Studies show that CRM systems deliver personalized care. Therefore, hospitals tailor each patient’s care based on their needs, preferences, demographic profile, and illness. In addition, CRM systems connect to hospital equipment such as EMR and glucose monitors. It allows everyone to see the same view, improve the services and care management offered to patient. It also allows healthcare respond to request across different channels. It makes it easier for the patient and caregivers to communicate across multi-channels including mobile health apps, Facebook, and websites.
1.3 External and Internal Environment
The Royal Commons Hospital does not exist in a vacuum. However, within a political, social, and economic context that affects how the organization responds to issues of the environment with issues that deal with care, equity, quality, accessibility, and accountability. In this section reviews the CRM system taking into consideration both the internal and external environment. The external environment in this context refers to the external socioeconomic and demographic determinants prevailing in the community. Therefore, how conducive is the environment to better the performance of the CRM system. Is the local community ready to adopt a CRM system as a collaboration tool between the caregiver and patient? In addition, health care financing is essential from the appropriate sponsors in order to complete its implementation. The internal environment deals with internal stakeholders the managers, staff and the board of governors. They are responsible for implementing polices within the organization.
1.4 Problem and Opportunity
An efficient and effective CRM system is important in any health institution. The arrival, booking and consultation of the patient, requires systems that reduce the waiting times, provide personalized care and generate leads on the best treatment plans for the patient. Lack of this leads to patient dissatisfaction due lack of a quick and ineffective care (Stein & Wilkinson, 2007, p.23). The legacy systems at Royal Commons Hospital suffered from myriad of problems combining patient information from different health institution; organizations identify customer needs and identification untapped business potential was some of the difficulties faced by the system. In addition, this provided patients with a hard time choosing the best doctor and the appropriate times to schedule their visit in accordance with their schedule. Therefore, efficiency of work schedule was thus restricted resulting into long queues observed in the reception when patients try to book a session with the appropriate physicians. Furthermore, the telephone lines at Royal Common Hospital were jammed as callers were busy booking or securing an appointment. However, the eradication of such problems minimized with information systems such as the CRMs. Many health institutions have embraced the use electronic records where patient information stored online. Accesses and manipulation of such data leads to better decision-making capabilities. Similarly, enable patient tracking through every process and department in the hospital. CRM systems have also made it possible for patients to do online bookings, choose the best doctors, and therefore avoid long queues currently observed at the institution.
In certain cases, especially when dealing with psychiatric patients seeking secure an appointment often face psychological problems that are required to be kept private. Psychiatric patients require heightened privacy levels and efficient and flexible medical care systems when meeting their physicians. It will increase attendance and adherence to follow-up meetings. These are some of the challenges doctors face when dealing with psychiatric patients in health institutions. They must ensure that the treatment plan is tailor-made to meet the needs of the patient. Moreover, sessions with psychiatric patients may be prolonged and unplanned; therefore, customized care is required (Chen & Robinson, 2003). The patient in certain instances may also find it very inconveniencing to travel frequently to health centers to make their appointments, therefore, the need for an elaborate system that manages doctor and patient interactions. An efficient CRM system will ensure that system will have dates and times when doctors can request for follow-up meeting and therefore appointments made.
In summary, there is a need to develop a CRM system for the Royal Commons Hospital and other hospitals in California. The CRM system developed should focus ways to better the interaction between the patient and doctor for a more efficient and appropriate way. It will be beneficial to both the patient’s clinical condition and the entire health care system. Research has shown that the lack of follow-up appointments is because of patient forgetting their appointments or the psychological condition in which they are unable to remember the appointment. (Killaspy et al., 2000, p.177). The solution is to offer patient reminders through calls or letters. Furthermore, it necessary to question the patient for reasons for non-attendance and find a viable solution. Such an approach will offer quality improvement, which followed and monitored offers continuous improvement on hospital process and procedures. On the other hand, CRM system is a productive tool for ensuring that patients can access the doctor’s calendar to determine when to make their appointments. It will reduce queues in the hospitals and offer a more efficient service to patients within the institution.
2.0 Requirements Analysis
2.1 System Requirement
• Offer a reliable and flexible customer management system
• Easy communication and interaction between the patients and the doctors
• Remind both doctors and patients of their appointment regularly
• Doctors and patients follow-up appointment at any time through various device using Google calendar
• Accessibility through various platforms (Internet Explorer, Google Chrome, Firefox, as well as smart phones)
2.2 System Features
The application will offer several features that will help improve the efficiency within the hospital. A doctor will have his page, where he or she can log in and select the best appropriate time for him to accept appoints from patients. The doctor also can edit his or her appointments on any device and at any time. It will later inform the patient of changes on a scheduled appointment. The doctor can also send and receive messages from any of his registered patients as well as changing, posting and deleting notices on his or her dashboard (Chen & Robinson, 2003). These features allow the doctor the freedom for a more convenient, efficient, and faster means to reach out to patients.
On the other hand, patients have several advantages and features that he can enjoy. The patient has full access to the CRM application but requires registration on the system. After registration, the patient can write his or her profile on his account by simply registering in the CRM system. In addition, the patient has also access to the reservation system, where he can select the suitable time for him or her to meet with doctor he wants in accordance with schedule appointments of the doctors and the best possible treatment that he or she wants to receive. Similarly, patients have the privilege to make changes or delete appointments and make further changes on their profiles (Veral, Rosen, & Cayirli, 2006).
In addition, that if any changes made on any appointments by the patient or the doctor, it automatic generates SMS messages, and an email sent to both parties informing them on the new changes affecting their appointment (Veral, Rosen, & Cayirli, 2006). All users of the system will be able to view their appointment through Google calendar. Moreover, to ensure system reliability, SMS and text messaging reminders used as follow-up reminders.
To guarantee the security of the system, only administrators will have full access to the CRM system acting as a regulator. His primary responsibility will be adding new users to the system and adding new departments (Veral, Rosen, & Cayirli, 2006). The administrator will also view and edit doctors and patients reservation or even delete them. It also applies to their profiles.
3.0 Methodology and Project Plan
This section will describe the methodology used to manage the project process and procedures in order to achieve the set objectives of developing the system. In addition, it illustrates the project planning which is essential in any project life cycle. Lastly, it will also list various developmental tools used during the project life cycle.
3.1 Project Methodology
After careful consideration of all known existing methodologies, the preferred methodology was the system development life cycle (SDLC) because of the following:
• All the requirements of the system are well known are not likely to changes or at least gradually over time
• Easy to use such an approach in developing such systems
• The approach has strengths in its documentation
• It ensures that the final delivery schedules are met and the cost
The following shows the system development life cycle phases
Figure1: System Development Life Cycle (Kissel, 2008)
The process of the SDLC contains 5 phases. These phases are the requirement, design, implementation, verification and testing and maintenance phase (Kissel, 2008).
3.2.1 Requirement Analysis
This phase is to collect and analyzes data in order to get the requirements specification. The use of UML diagrams evokes the requirements of the project. In addition, use case diagrams describe and clarify the functionalities of the application.
3.2.2 Design
This phase a UML software model the project as well as other designing tools that assist in designing the project database and various interface design.
3.2.3 Implementation
This phase contains codes for writing the system using associated coding languages that support and achieves the set requirements of designing the system.
3.2.4 Testing and Maintenance
After the completing the implementation phase, the testing of the system is necessary to ensure that the system achieves all the user requirements and performs all the intended process correctly, even when it performance under high strenuous condition or unexpected circumstances (McConnell, 2006).
3.2.5 Evaluation
This phase checks if all the objectives, determine the level of impact on the users and determine if the approach was effective or not.
3.3 Project Planning
This phase a primary study of the project identifying the project objectives and goals and scheduling deliveries to meet the time set. The tool used to complete this phase is Microsoft Project and Word (Kissel, 2008).
3.3.1 Project Scope and Limitation
• The CRM system designed to support tasks of patients in the Royal Commons Hospital, offering them with easy steps to managing their care.
• The system must meet the needs of both the patients and doctors in the hospital or any other
• The system integrates with other systems from other institutions within the health care sector
3.3.2 Project Schedule
The project schedule involves the total work involved in the entire project. Tasks divided and estimated time required to complete these them. Time allocation is essential and major issue during project planning, to estimate the time and effort required to complete each phase.
3.3.3 Project Development Tools
The following tools and technologies will help in the project development.
Tool Description Phase
Microsoft Office 2013
Microsoft Word: For writing the Documentation All phases
Microsoft project: For scheduling and planning Planning
UML Creates object-oriented models and diagrams
Use-case diagrams, activity and diagrams Analysis
Java Used for coding the web forms and interfaces Design & Implementation
Oracle 10g Used for development the site database schema, and tables, attributes and relationship between tables. Design & Implementation
Adobe Acrobat Reader Used for reading PDF documents. Planning
Adobe Photoshop CS6 Used for designing the website user interface template and GUI Design & implementation
IIS Testing the system Implementation & Testing
Internet-Explorer, Firefox-
and Google chrome Web compatibility Implementation & Testing
Clickatell-SMS (API)Gateway Offers an SMS messages gateway
from users mobile phones to the system and vice versa Implementation
Figure2: System Development Tools
4.0 Post-Implementation Activities
4.1 Risk Management
The CRM implantation can fail due the organization underestimating the extent of the undertaking and develop a project schedule with unrealistic timelines that has no contingencies to accommodate unknown outcomes and delays during the project. The “unknowns” can results in significant project overruns resulting is project slippage and increase resources cost (Haag, Baltzan, & Phillips, 2008). Therefore, planning and managing milestone is critical for the successful execution of the project. The organization needs to find the correct balance by creating critical milestones around which all the interdependent teams can plan. In addition, the organization needs to create realistic milestone that adhere to the project complexity of the CRM system customization and assist management to prioritize implementation of the system tools that the organization needs mots and immediately.
4.2 Organization and Change Management
The planned approach of implementing the system design provides a structure for the workforce transition and acceptance of the CRM system. A common problem is thinking of change management as the only training. Therefore, a formal change management plan developed to assemble different teams through the entire CRM project life cycle to support change management problem with the system implementation (Haag, Baltzan, & Phillips, 2008). Change management should start early to create awareness across the organization about its expected benefits and it impact, technology, and processes. Later on, the teams design and develop new business process. The change management team plays a critical role in creating awareness on how the new processes and activities work an impact the job design and the organization structure.
5.0 Conclusion
The report has given a clear and systematic approach of implementing a CRM system that meets the needs and requirements of Royal Commons Hospital. The impact to users of the system should not be underestimated. The CRM system can transform the job design in the organization, making activities more transparent and connected. Some of the existing business processes in the hospital are likely to become redundant or change, as some of the responsibility of individual employees. With this transformation, the CRM system will help improve the efficiency within the hospital reduce the waiting times, provide personalized care, and generate leads on the best treatment plans for the patient. Therefore, the hospital should implement the CRM system using SDLC approach.
6.0 References
Chen, R. & Robinson, W. 2003, Scheduling of Doctors Appointments in Clinic: Empirically Related and Optimal Heuristics Policies, IIE Transactions, 35, pp. 136-306.
Grünewälder, A. 2008, Implementing CRM systems: Approaches and potential problems, GRIN Verlag GmbH, München.
Haag, S, Baltzan, P & Phillips A 2008, ‘Valuing Technology’, in J. Xu 2008, Information Technology Management: A Strategic Approach, McGraw-Hill, Australia, pp. 178–190.
Killaspy, H., Banerjee, S., King, M. & Lloyd, M. 2000, Prospective Controlled Study of Psychiatric Out-patient Non-attendance. Characteristics and Outcome. British Journal Psychiatry, 176, pp. 160-5.
Kissel, R. 2008, Security considerations in the system development life cycle (Rev. 2. ed.), Gaithersburg, MD: U.S. Dept. of Commerce, National Institute of Standards and Technology.
McConnell, S. 2006, ‘Software Estimations: Demystification of the back Software Development Art,’ Microsoft Press.
Stein, G. & Wilkinson, G. 2007, Seminars in Adult Psychiatry, Royal College of Psychiatrists, London.
Sugandhi, R. K. 2003, Customer relationship management, New Age International, New Delhi.
Swartz, N. 2004, A Prescription for Electronic Health Records, Information Management Journal, 38, 20-25.
Veral, E, Rosen, H & Cayirli, T 2006, ‘Designing of appointments and scheduling of the systems for the ambulatory care and clinic services,’ Science of the Health Care Management process, 9:31-59.
