OPTIMALISASI CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DI KLINIK KEI MEDIKA JAMBI

Abstract

Optimal healthcare services require continuous relationships between clinics and patients. One of the most effective strategies for enhancing patient satisfaction and loyalty is the implementation of Customer Relationship Management (CRM). This study aims to analyze the implementation of CRM at Kei Medika Clinic Jambi, particularly in patient follow-up activities as part of efforts to optimize patient relationship management. The research used a descriptive qualitative method involving direct observation, interviews, and documentation of CRM activities. The findings show that CRM implementation at Kei Medika Clinic has supported two-way communication with patients through automated messages, a loyalty point system, and health information dissemination via WhatsApp broadcast. These initiatives help improve patient retention and build a positive image of the clinic as a patient-centered healthcare provider. However, several challenges were identified, such as the lack of integrated documentation of follow-up results, limited automation features like chat bots, and the absence of a unified patient data system, which affects evaluation and decision-making processes. CRM optimization can be achieved through developing integrated documentation systems, enhancing educational content involving medical staff, and implementing chat bots with quick reply features to accelerate patient responses. Through these strategies, CRM can function more effectively in improving communication quality, patient satisfaction, and loyalty within healthcare services.