Customer relationship management in healthcare: strategies for adoption in a public health system

This study explores the adoption of customer relationship management (CRM) strategies in India's public health system. A reflexive methodology and the fuzzy Delphi technique were used to identify 32 factors; these factors were weighted using the fuzzy best – worst method and evaluated to develop 18 strategies ranked using a quantitative strategic planning matrix analytical tool. A multiple-level appraisal of health needs, formation of integrated digitalized care pathways, establishment of a national health regulator, intersectoral integration of a unique national health identity, and promotion of health literacy emerged as key strategies for the adoption of CRM in public health systems.