Contact Center Solutions Featured Article

CRM Study On Patient Loyalty From CPM Examines Benefits

December 19, 2007

CPM Marketing Group, a Customer Relationship Management vendor for healthcare, has released a white paper on its Patient Loyalty Study. This paper "explores CPM's loyalty study and the benefits of identifying and measuring loyalty within a healthcare organization," according to the CPMians.

Measuring patient loyalty can help determine a particular marketing campaign's impact on an individual's future behavior. Increased loyalty, so the thinking goes, equates to a hospital's likelihood of retaining an existing or prospective patient. Therefore, long-term viability of any business lies in the retention of its customers. "Once a relationship is developed, patient loyalty is achieved, thus, capturing a higher percentage of the individual's lifetime value over time," CPM officials say.

CPM, in association with leading experts in market research, sought to create a loyalty index for its customers. Key components of the survey included, awareness, brand equity, perceptions of the organization, hospital choice and likelihood to recommend.
 
To that end, then, information gathered through a loyalty questionnaire was administered to individuals who have been contacted as part of a hospital's Customer Relationship Management program and its associated control group, who have never received CRM communications. The results for both groups were computed and cross referenced to determine the program's effect on loyalty.

CPM Marketing Group is headquartered in Madison, Wisconsin and works the database development, intelligent healthcare marketing systems and predictive market segmentation side of the CRM street.
 
Last June CPM named Linda Brei as vice president, customer services. Brei recently joined the staff of CPM and has assumed leadership of CPM's account management, creative services and printing departments.
 
She has a background in healthcare, customer relationship building and professional services marketing. In addition, her position as a former senior administrator at University of Wisconsin Hospital and Clinics provides CPM a unique look into the challenges of operating in today's healthcare environment.
 
David Sims is a contributing editor for TMCnet. To see more of his articles, please visit his columnist page.
 
Don’t forget to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP Communications industry. The library offers whitepapers, case studies and other documents which are free to registered users.
 
Today’s featured White Paper (News - Alert) is titled VoIP Doesn’t Require Any Phone Equipment Investment, brought to you by Accessline.
 

Article comments powered by Disqus

Related Contact Center Solutions Articles

Contact Center Solutions Week in Review: Interactive Intelligence, Avaya and WebRTC

The Contact Center Solutions Community this week had a case of the pre-holiday need to spend a little time going shopping, literally and figuratively. However, the pre-holiday season by no means meant a lack of some seriously interesting news from the industry. [ Read More ]
12/20/2014

Interactive Intelligence Celebrates 20th Anniversary

For most of the members of the Contact Center Solutions Community, it might be hard to remember a time when our community host Interactive Intelligence was not a significant player in the industry. However, as someone who has been around a bit longer, it seems like only yesterday that I started becoming intrigued with the activities of this company, which chose as its headquarters the unlikely location of Indianapolis, IN. [ Read More ]
12/19/2014

Spoken Communications to Power Avaya Hybrid Cloud Solution for Contact Centers

Avaya adds hybrid option for contact center transformation powered by Spoken Communications. [ Read More ]
12/19/2014

WebRTC Support on SIP PBX Highlights use for Omnichannel Interactions

2015 is going to highlight how and why WebRTC, SIP and Contact Centers are perfect together. [ Read More ]
12/19/2014
Subscribe here for your FREE Contact
Center Solutions
enewslettter.

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!