Koncepcja Customer Relationship Management jako instrument poprawy jakości obsługi klienta w stomatologii

The CRM concept is a way to business management where the long term partnership relationships with customers are build. It is necessary to apply here a very good recognition of customer preferences and needs, including even individual customs. The construction of customer loyalty is much cheaper in comparison to attract new customers from the market. Specially in developed countries is not existing an increase of population and the number of customers in general sense. Only the generations are changed. Therefore this concept was applied in dentistry (stomatology) where the loyalty to physician (dentist) plays the most important role starting even just from the childhood. It is possible to distinguish 5 groups of different patients. The adequate description is in article presented. Different aspects are demonstrated. The discussion of conclusions and experiences is included as well. But based on the results obtained, always appears a minimal dissatisfaction of customers due the problems of costs, profits and performances. Apart of that the aspiration to excellence is the most important and useful in consideration of CRM - concept.