A PROJECT REPORT ON CUSTOMER RELATIONSHIP

MANAGEMENT (COVID VACINATION) DEPARTMENT IN

A HOSPITAL
CONDUCTED AT

MEDICA SUPER SPECIALITY HOSPITAL, KOLKATA

SUBMITTED BY

NAME: SRILEKHA DEY

ROLL NO: 20MG041015

YEAR: 2020-2023

SEMESTER: 2ND

COLLEGE NAME: GURU NANAK INSTITUTE OF TECHNOLOGY

(AFFILATED BY JIS UNIVERSITY)

ESTABLISHED IN 2003, KOLKATA

UNDER THE GUIDENCE

OF

Mrs. Debashruti Ganguly Mr. Saugata Banerjee

(HOD OF BHM) (ASST.PROF.BHM)

1
 APPROVAL FORM

Name: SRILEKHA DEY

Course: BBA in Hospital Management
University: JIS University
Roll no.: 20MG041015
Project Title: “A PROJECT REPORT ON CUSTOMER
RELATIONSHIP MANAGEMENT (COVID VACINATION)
DEPARTMENT IN MEDICA SUPER SPECIALITY
HOSPITAL”
Place: Guru Nanak Institute of Technology
Duration of Training: 1 month
Project Guide: Mrs. Debashruti Ganguly & Mr.Saugata Banerjee
Official Part:
I hereby declare that this project is under the syllabus of Hospital
Management under JIS University and it has done under my
supervision.

Signature of mentor Signature of guide

-------------------------- ----------------------

2
 DECLARATION

I hereby declare that the work presented in this report entitled

“CUSTOMER RELATIONSHIP MANAGEMENT(COVID
VACINATION) Department”, in fulfillment of the requirement for
the award of the degree BBA in Hospital Management, submitted in
BHM department, Guru Nanak Institute of Technology affiliated to
Maulana Abul Kalam Azad University Of Technology or WBUT,
Kolkata; is an authentic record of my own work carried out during my
degree under the guidance of Mrs. Debashruti Ganguly, head of the
BHM department & Mr. Saugata Banerjee, assistant professor of
BHM department.

Date: Student’s name: SRILEKHA DEY

Place: Kolkata Roll no.: 20MGO41015

3
 ACKNOWLEDGEMENT

It is my pleasure to be indebted to various people, who directly or

indirectly contributed in the development of this work and who
influenced my thinking, behavior, and acts during the course of study.
I express my sincere gratitude to my H.O.D. and assistant professors
of BHM for providing me an opportunity to undergo training at
medica Super speciality Hospital, Mukundapur at Kolkata.
I am thankful to Mrs Priyanka choudhury, HR of MEDICA SUPER
SPECIALITY hospital and Mr SHIEAK MOHD MUNAWAR, my
mentor ; for their support, cooperation, and motivation provided to me
during the training for constant inspiration, presence and blessings.
I also extend my sincere appreciation to my mentor Mrs. Debashruti
Ganguly & Mr. Saugata Banerjee, who provided her/his valuable
suggestions and precious time in accomplishing my project report.
Last but not the least, I would like to thank the almighty and my
parents for their moral support and my friends with whom I shared by
day-to-day experience and received lots of suggestions that informed
my quality of work.

4
 EXECUTIVE SUMMARY

I have prepared my internship report based on one month internship

program that I had successfully completed in Medica Super speciality
Hospital, Kolkata from 27/04/2021april to 05/05/2021june as a
requirement of my BHM degree in GNIT College. My topic is
customer relationship management(covid vaccination)Department. In
this report, I described about customer relationship in covid
vaccination center, specialties of MEDICA hospital, problems
identified by me during training period. To describe these things, I
presented necessary topics, charts, and exact figures or flowcharts.
First, it shows different aspects of the report like Hospital profile,
Objectives of the report and methodology. In this report, Different
important data about hospital is provided. Special features, mission
and vision and other necessary hospital related information is
provided in this report.
I also discussed about review of literature. I described the concepts of
MEDICA hospital about my internship report topic Customer
relationship management(covid vaccination) department.
I discussed how the hospital manages patient in vaccination centere . I
described about problems in vaccination centere, findings and
solutions, and lastly concluded it. I also described some other
department’s works of hospital which I observed in my training
period.

5
 CONTENTS

TOPICS PAGE NO

HOSPITAL PROFILE 7-13

OBJECTIVES 14
REVIEW OF LITREATURE 15-18
METHODLOGY 19
DATA ANALYSIS 20-23
PROBLEM IDENTIFICATIN 24
PROBLEM RESOLUTION 24
WORKING PROCESS 25
LEARNING AND OBSERVING 26
CONCLUSION 27
BIBLIOGRAPHY 28-29
ANNEXURE 30

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 HOSPITAL PROFILE

Medica began its journey in 2006 with a group of like-minded

individuals coming together to give shape to their dream of
building a healthcare chain in eastern India that would bring
world-class tertiary care to the masses at a price affordable to all.
Thrust would be on transparency and ethical practices. Our
vision was to bring the best in healthcare to this part of the world
and we made it our mission to deliver excellent clinical outcome
with superior patient care, in a transparent manner in a safety-
first environment for both our patients and staff. Our first
venture was in Siliguri – Medica North Bengal Clinic – when we
tied up with an existing multi specialty unit and enhanced the
services with our fresh approach and latest technology. Our
flagship hospital in Kolkata – Medica Superspecialty Hospital –
began functioning in 2010. The bright interiors, vibrant colors,
sparkling clean spaces and ever-smiling and friendly staff
providing personalized care were like a breath of fresh air. We
instantly connected with the community with our programmes
that took us into the lives of the people. We soon came to be
known for excellent treatment along with superior care. The
good service we provided was rewarded by the trust the
community placed in us. Today, more than a decade later, our
journey has taken us beyond Kolkata and Bengal to
Jharkhand, Bihar, Odisha and Assam and we have 11 hospitals
which are being run with the same zeal and values with which we
began the Kolkata unit. Along the way, we have contributed majorly
to the community’s welfare through various CSR projects,
KARMA – Kolkata Accident Response and Medical Assistance (a
tie-up with the Kolkata Police for the safe transport of road traffic
accident victims), Caddies’ Welfare Scheme and tie-ups with
Rotaries for life-saving heart surgeries, being some of them. We
have introduced schemes like Medica Flying Doctors (senior
doctors travelling to remote locations to see patients), HOPE for
7
elderly parents of NRIs with no support in Kolkata and Virtual
Consultation clinic (for online consultation) to make healthcare
more accessible.
We started our home care services with the intention of reaching
healthcare where it is needed most. Elderly people find it difficult
to make constant treks to hospitals, yet their health needs
constant monitoring. For chronic patients, repeated hospital
admissions can be a huge in on their resources. Starting from
health assistants to on call Doctors and nurses, diagnostic
facilities and home hospital set up, Home Care caters to all kinds
of medical needs of its members. Advance ethical and affordable
healthcare for all is the foundation on which medica stands. Our
effort is constantly upgrade our systems and infrastructure to keep
on delivering the best possible care. We have preocured the latest
equipmentsto increase the efficiency of our treatment procedures
and our senior doctors are all very experienced and renowned in
their areas of work. The comfort of our out patients is of most
important to us and every medic is greate towards providing the
best possible experience to all those who have chosen us as the
custodians of their health.

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 MISSION, VISION AND VALUES OF MEDICA
HOSPITAL

Our Vision

Committed to bring the best in healthcare

Our Mission

We deliver excellent clinical outcome with superior patient

care in a transparent manner within a safe environment

9
 HOSPITAL ACCREDITATION & AWARDS

Medica has made pursuit for excellence, a way of life! Valued recognitions and
certifications continue to inspire and to do more

 NABH – National Accreditation Board of Hospitals and Healthcare Providers

 NABL – National Accreditation Board for Testing and Calibration

Laboratories

 Green Operation Theatre Certificate

 CXO Health Excellence Award presented to Dr Alok Roy – 2021

 ‘Healthcare CSR of the year 2017’ award by Healthcare Summit and Awards

 Special Jury Recognition

 National Awards for excellence in healthcare Best Dialysis Service Provider

in the year 2016

 Safety Award

 AHPI Award 2017 for excellence in Community Engagement

 Healthcare Leadership Awards, Outstanding Achievements Award in

Healthcare – Social causes 2016

 Healthcare Leadership Awards , Best Healthcare Entrepreneur 2016 – Dr

Alok Roy.

 Coal India CME 2016 Award given to Dr Alok Roy

 Dialysis Service Provider Company of the Year

 Accreditation of Medica Dialysis Centre

 Accreditation Standards for Dialysis Center

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 SPECIALITIES OF HOSPITAL

 Departments
 Cardiac Radiology
 Dentistry
 Dermatology & Cosmetology
 Diabetes & Endocrinology
 Emergency Medicine
 General Oncology
 General Surgery
 Haematology
 Internal Medicene
 Nutrition & Dietetics
 Obstetrics & Gynecology
 Pediatrics & Neonatology
 Physical Therapy & Rehabilitation
 Plastic & Reconstructive Surgery
 Psychiatry & Psychology
 Respiratory Medicene
 Rheumatology

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 Institutes

• Cardiac Sciences
• Paediatric Cardiology
• Critical Care
• ENT Institute
• Gastroenterology & GI Surgery
• Kidney Diseases
• Neurological Diseases
• Orthopaedic Sciences
• Small Joint Replacement
• Sustained Low Efficiency Dialysis

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 INFRASTRUCTURE OF HOSPITAL

I400+ beds class-1 certified Superspeciality Hospital

 Advanced ECMO Centre

 Advanced Procedures

 Ambulance service

 Bio-Medical Waste Report

 Caddy Scheme

 Camps & CME’S

 COVID-19 services

 Covid Vaccination Registration

 CSR

 Emergency Services

 Enquiry

 Health Check-up

 HOPE

 IPD, OPD & Daycare

 KARMA

 Medica Diagnostic & Information Centre

 Medica Pharmacy

 Online Doctor’s Appointment

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 OBJECTIVES

The purpose of Training is to expose us to real work of environment

experience and at the same time, to gain the knowledge through hands
on observation and job execution. From the internship; I also develop
skills in communication, management and others. Moreover, this
practical training program allows us to relate theoretical knowledge
with its application in the industry.
The objectives of the training are as follows:
 To develop skills in the application of theory to practical work
situations.
 To develop skills and techniques directly applicable to careers.
 Internship will have higher levels of academic performance.
 To build the strength, teamwork spirit and self- confidence.
 To build a good communication skill
 To know about the Quality of Work in hospital.
To know about the different departments of hospital.

14
 REVIEW OF LITERATURE
Customer relationship management (CRM) is defined as the
management of mutual relationship between customer and firm where
collection and analysis of customer data plays significant role
(Saarija¨rvi, Karjaluoto & Kuusela, 2013). For many years, CRM
study remained the centre of attraction both in the academia and
business environment (Awasthi &Sangle, 2013; Wahlberg,
Strandberg, & Sandberg, 2009). A number of articles and books
relating to CRM concept have been published, and many organisation
are attracted by the concept of CRM (Bull & Adam, 2011; Ngai,
2005). In fact, because of the increase in the volume of research on
CRM, and couple with the internet surge in the early 1990s (Kotorov,
2003), the level of acceptance of the CRM concept has increased.
Likewise, positive perception and hope on CRM effectiveness has
gone up (Greenberg, 2009), despite low level of implementation
success. Investment on CRM runs up to 8billion US Dollars in 2008
(Bull and Adam, 2011).[1]
The main focus of this research is on customer relationship
management (CRM). CRM is the marketing strategy that attracts the
interest of many marketers (Boulding, Staelin, Ehret, & Johnston,
2005). Although CRM is popular and many scholars have
acknowledged its benefits in improving customer relationships and
firm performance, research on CRM has produced many
set of meanings (Nguyen, 2011). Nevertheless, Boulding et al. (2005
p 157)reported that CRM study begin to converge on a common
definition; they defines CRM as: ―Specifically, CRM
relates to strategy, managing the dual-creation or value, the
intelligence use of data and technology, the acquisition of customer
knowledge and the diffusion of this knowledge to the
appropriate stakeholders, the development of appropriate (long-term)
relationships with specific customers and /or customer groups, and the
integration of process across the many areas of the
firm and across the network of firms that collaborate to generate
customer‖.[2]

15
A customer experience is an interaction between an organization and
a customer as perceived through a customer’s conscious and
subconscious mind. Customer experience with product or service
results in customer satisfaction which results in loyalty.
A customer experience is an interaction between an organization and
a customer as perceived through a customer’s conscious and
subconscious mind Customer Experience originates from a set of
connections between a customer and a product, a company, or part of
its organization. Managing customer experiences is an integrated
approach to create distinctive customer value through systematic
design and implementation of various context
clues Customer satisfaction resulting in loyalty [3] CRM provides
enhanced opportunities to use data and information to both understand
customers and co-create value with them.[4]
Campaign management: Mainly the sales team focusing on a
campaign, where a group of specific customers are aimed based on
criteria. These customers will receive the targeted marketing materials
and often special offers as an inducement. CRM software is used to
record the campaign details, and customer responses. Today, CRM
manages business processes, spanning sales, support and marketing,
creating effective customer interactions.[5] Therefore, since the CRM
is playing an increasingly important role in the information systems,
the purpose of this paper is to survey the existing techniques and to
outline the types of challenges that can be addressed. Finally, the
guidelines for the existing challenges are presented. To the best of the
researcher's knowledge, this survey represents the first attempt to
examine the CRM mechanisms systematically with a specific focus
on the information system.[6]
A Systematic literature review (SLR) is a critical assessment and
evaluation of all research studies that address a particular issue. The
researchers use an organized method of locating, assembling, and
evaluating a body of literature on a particular topic using a set of
specific criteria. A systematic review typically includes a description
of the findings of the collection of research studies. Previous
16
researchers have argued that using such an approach to review
literature can ensure that the systematic error is limited, chance effects
are reduced, and the legitimacy of data analysis is enhanced. All of
these benefits lead to more reliable results that form the basis for
drawing conclusions.[7] According to Brown and Gulycz (2002),
if a company wants to build a long-term relationship with its
consumers, it can engage with them in a variety of
ways,including through touchpoints and delivery
networks. Through the available touchpoints, the interaction
activities should be well customized and coordinated.Data
gathered from the customers' previous records was used to
establish thetouchpoints offered in relation to their profiles. Data
gathered from the customers'previous records was used to
establish the touchpoints offered in relation to theirprofiles. In
reality, as Peppers and Rogers (1997) pointed out, touchpoints must
beused for the delivery of various goods and services as well as
customer contact.[8]
CRM in knowledge management Knowledge is the concept, skill,
experience, and insight that provides a framework for creating,
evaluating, and using the information (Charband & Jafari
Navimipour, 2016; Laudon & Laudon, 2004; Zareie & Jafari
Navimipour, 2016). Some researchers such as Campbell and Rowley
define the customer knowledge via analyzing the logic relationship
between data, information, and knowledge of customers. In fact,
customer knowledge is in the flow of CRM, that is to say, it is in the
process of understanding the requirement of customers, supplying
product and service, and getting feedback from the customers (Lingbo
& Kaichao, 2012). Knowledge, defined as information combined with
experience, context, interpretation, and reflection, can be divided into
explicit knowledge and tacit knowledge. KM is the explicit and
systematic management of vital knowledge and its associated
processes of creation, organization, diffusion, use and exploitation
and CKMis the external perspective of KM (Lopez-Nicolas &
Molina-Castillo, 2008; Rollins & Halinen, 2005). As such, customer
knowledge management is concerned with the management and
exploitation of customer-related knowledge. In general, customer-
related knowledge involved in the interactions between a firm and its

17
customers can be classified into three types of knowledge about
customer, knowledge from customer, and knowledge for the
customer.[9] CRM in data mining Nowadays, data mining has given a
great deal of concern and attention in the information industry and in
society as a whole. This technique is an approach that is currently
receiving a great attention in data analysis and it has been recognized
as a newly emerging analysis tool (Natek & Zwilling, 2014; Osei-
Bryson, 2010; Sinha & Zhao, 2008; Wan & Lei, 2009). DM, a useful
technology extracting knowledge from complicated customer data, is
helpful to identify customer demand accurately and promote customer
value effectively (Guozheng, Yun, & Chuan, 2006). It aims to
identify valid, novel, potentially useful, and understandable
correlations and patterns in data (Chung & Gray, 1999). DM can also
be considered as a process and a technology to detect the previously
unknown in order to gain competitive advantage. The data mining
plays an import role in CRM, such as creating more profit for
customers, reserving the valued customers and so on (Jiawei &
Kamber, 2001; Yan et al., 2009). Strongly related to knowledge
management, successful CRM is predicated on effectively
transforming customer information to customer knowledge (Plessis &
Boon, 2004). With the help of DM, CRM has stronger functions such
as customer segmentation, customer relationship lifetimes, and so on.
CRM based on DM can help to obtain and maintain a competitive
advantage. CRM based on DM can understand customer's need as
much as possible, improve customer satisfaction, gain more quotes in
the market and promote the profitability, thus enhance enterprise's
competitive advantage (Guozheng et al., 2006). In this section, some
importance state of the art mechanisms in this scope is reviewed and
analyzed.[10] The results indicated that customer information quality
positively affects customer relationship performance, which
consequently leads to improvements in overall firm performance. The
social CRM mechanisms revealed for those organizations seeking to
enter the social media playing field that is uncertain of what
objectives to set and what approaches to take, CRM is certainly an
appropriate strategy on which to hang social media tools and tactics.
This study has some limitations. [11]

18
 METHODOLOGY
Methodology in a way is a written game plan for conducting research.
Research methodology has many dimensions. It includes not only the
research methods but also considers the logic behind the methods
used in the context of the study and complains why only a particular
method of technique has been used.
Study Area: corporate marketing department (covid vaccination
camp)
Training hours: 12:00 P.M. to 8:00 P.M.
Venue: MEDICA SUPER SPECIALITY HOSPITAL, KOLKATA
127, Eastern Metropolitian Bypass, Nitai Nagar, Mukundupur,
Kolkata, west Bengal 700099
Tools: The entire method for data collection was based on
observation and through enquires generated from time to time. The
entire data about the hospital also collected from various employees.
Primary Data: From hospital observation
Secondary Data: From Internet, websites, Thesis, Previous college
projects.
Scope of the Study:
 In the present study an attempt has been made to know the about
the hospital, how does the hospital run and mostly the
information about the hospital.
 The scope of the study confined to Narayana Superspeciality
hospital only.
 In the present study focus is on the managerial cadre employees
and hospital information system (HIS).

19
  To know about various departments of the hospital.

DATA ANALYSIS

TIME MANAGEMENT - starting from waiting area till

observation after vaccination.
Total Vaccination : 8000 patients.

 In 8000 patients more than 3000 were felt excellent to get vaccine in proper
time.
 1500 patients felt good to get vaccine in short time.
 2000 patients felt satisfactory to get vaccine in time.
 1000 people felt that its need to be improve to get vaccine in time.

20
 Patient Feedback -  based on type of vaccination. 
Total Vaccination : 8000 patients.

 In 8000 patients above 2000 were felt covishiled is excellent where1000

were felt covaxin is excellent.
 Above 1000 people felt covishiled is good where 565 were thought covaxin
is good.
 894 people felt covishiled is satisfactory where 234 people felt covaxin is
satisfactory.
 More than 1000 of people thought covishiled need to be improve where 567
people felt covaxin need to be improve.

21
 Patient Feedback -  based on hospital personnel behaviour. 
Total Vaccination : 8000 patients.

 In 8000 patients more than 3500 were felt that hospital staffs behaviour
were excellent .
 More than 2000 were felt that staffs behaviour is good.
 1677 were felt that staffs behaviour were satisfactory.
 Approx. 500 people felt that staffs behaviour with patients is need to be
improve.

22
 Patient Feedback -  based on cost of service. 
Total Vaccination : 8000 patients.

 In 8000 patients more than 4500 were felt that the vaccine coast is good
rather than other hospitals.
 3000 patients felt satisfactory on vaccine coast rather than other hospitals.
 Only 250 were felt that vaccine cost need to be cut comparing with other
hospitals.

23
 SALIENT FEATURES OF VACCINATION DEPARTMENT

 Regular consultation from multi-specialty and super-specialty consultant of

Kolkata at minimum rate.
 Covshield, Covaxin and Sputnik V available at minimum rates.
 Vaccination timing : 7 a.m. to 10 p.m.
 Doctors and nurses available in case patients require counselling.

PROBLEM IDENTIFICATIONS

 Walk in services were not allow during pasts camps.

 Slot availability was low as compared to demand.
 Billing associate from medica were not enough as compare to no of
patients
 International vaccines such as Sputnik v vaccine pfizar vaccine
were not available in camps.
 Covaxin doses were not enough.

PROBLEMS RESOLUTION

 Availabilities of all staffs that are required for vaccinations should

be increased .
 availability of slots should be increased (applicable when doses are
available in market).
 If slots are increased walk ins slots can be taken for granted.
(Applicable after management decision )

24
 as who significance covaxin not approved for international travel
but still for comprehension for 2nd dose people choice for 2 nd dose
should have a limited quantity To full fill the demand
 now medica has started with Sputnik v vaccine once goverment
gives approval medica should also look for pfizar vaccine.

25
WORKING PROCESS OF COVID VACCINATIONS
CAMPS

Patient comes in hospital

Collect the token

Go to billing counter

Collect the bill

Then patient go to covid registration desk

Staffs were collect all necessary documents

Patients take the vaccine

Then come to certificate desk

Collect the certificate

26
 WHAT I LEARNED AND OBSERVED FROM MY
TRAININGS ? 

 I learned how to satisfy patients .

 I Know about all departments of hospital .
 Get some practical knowledge which is not in any books.
 Also I learned billing and registration for COVID-19 vaccination and
RTPCR Test.
 I learned to improve quality in a hospital through patient relation
with staffs the smooth functioning of the hospital.
 I learned how to manage and handle situations.

27
 CONCLUSION

Patients attending each hospital are responsible for spreading the

good image of the hospital and therefore satisfaction of patients
attending the hospital is equally important for hospital
management. Various studies about hospital management elicited
problems like unsatisfactory, delay in consultation, proper behavior
of the staff etc. The study reveals the average time spend by the
patients and also expresses their view towards the hospital and
hospital’s services provided by the hospital and the total consumed
on each activity. In this study, it was found patients constitute of all
age groups and genders among which most of them were females.
Study depicts that average no. of patients coming to vaccination
Centre each day as walk-in is more in comparison to the
appointment patients.
Administrative staffs are quite concerned towards the patient’s
expectation. They serve the suggestion box for patients and make sure
to respond to the suggestion satisfactorily. Queuing method is
followed for reducing waiting time in the vaccination Centre. Study
depicts that vaccination Centre always starts on time and the doctors,
sisters and management staffs mostly comes on time. Patients also
come on scheduled appointment time sometimes getting delayed.

Signature of mentor Date

--------------------------------- -------------------------

28
 BIBLIOGRAPHY
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Consumer Marketing, 30(3), 295-309.

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8. Coltman, T., Devinney, T. M., & Midgley, D. F. (2011). Customer
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 ANNEXURE

FIG: Patients details excel sheet in vaccination camp

FIG: A staff working in registration desk in vaccination camp

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