Customer strategy definition in elderly care: understanding customer-focused care expectation and managing resource allocation

With an aging global population, it is important that clinicians empower their patients. Empowering the patient-physician interaction leads to a more positive health outcome. This chapter discusses the potential of adopting Customer Relationship Management (CRM) as a way of guiding non-critical care services (ie linking the problems of customer-focused care expectation and resource allocation management). Implementation of CRM solutions would create value for patients by supporting trust and service creation; however, the chapter highlights a need for a common and systematic way to implement CRM solutions in the healthcare domain.