Customer Relationship Management
BDMS places strong emphasis on enhancing service quality and managing customer relationships in a systematic and effective manner. This enables the Company to deliver valuable services, strengthen customer satisfaction and trust, and build long-term relationships. BDMS listens to feedback and complaints, responds in a timely manner, and applies the information received to continuously improve service processes.
The Company is committed to maintaining and enhancing consistent service standards across all dimensions, managing diverse customer expectations, and improving customer experience in alignment with international standards. These factors are essential to business success and the Company’s sustainable growth.
Strategy and Management Approach
BDMS manages customer relationships in a systematic manner through the Customer Relationship Management Working Team of each hospital. The team is responsible for designing and reviewing service processes to align with continuously evolving customer needs. The Company focuses on delivering high-quality, efficient, and standardized services to strengthen customer satisfaction, trust, and long-term customer loyalty.
BDMS collects and analyzes service utilization data, feedback, complaints, and customer voices to define strategies, service procedure standards, and continuous service quality improvement approaches. In addition, the Company monitors the experience of customers and their families and applies the Net Promoter Score (NPS) to assess customer engagement and loyalty toward the organization.
Customer Satisfaction Strategy
BDMS has established an operational strategy to build customer satisfaction in alignment with the Service Quality Model, focusing on six dimensions as follows
ResponsivenessProvide services with courtesy, respect for privacy, understanding of customers’ needs, sincere willingness to assist, and clear explanations that are easy to understand. |
ClarifyCommunicate service information accurately, completely, and in a way that is easy to understand. |
PromiseCommit to delivering the best possible services and safe care by capable and qualified personnel. |
PhysicalManage service areas by considering facilities, environment, products, innovation, and the flow of customer information. |
SustainabilityPromote stable service outcomes and high service standards. |
DelightDeliver services with attentiveness, seamlessness, flexibility, and consistency. |
Customer Touch Points
BDMS develops service processes across customer touch points throughout the Patient Journey to ensure that customers can access services easily, conveniently, and promptly, while receiving a seamless experience. This is carried out alongside the maintenance of care quality and patient safety at every stage.
| 1. Access | Customers can access medical services through multiple channels, including in-hospital services, airport transfer services, limousine services, valet parking, interpreter services, and telemedicine services. These channels enhance convenience, reduce location-related limitations, and create a positive impression from the first point of service. |
| 2. Appointment, Registration and Information | BDMS enhances convenience in appointment scheduling and registration through various channels, including service points, telephone, websites, and online platforms. The Company applies the Digital Front Door concept and Smart Registration systems to reduce service steps and waiting time, improve clarity of service information, and support customers in selecting doctors, appointment dates, and service formats that best meet their individual needs. |
| 3. Initial Assessment and Screening | To prepare customers before entering the treatment process, BDMS applies tools such as Symptom Checker and AI-assisted screening / AI Nurse to collect preliminary information, assess urgency, and prepare information for clinical teams. Diagnosis and medical decision-making remain under the professional judgment of doctors and medical staff. |
| 4. Diagnostic Testing and Results | BDMS enhances diagnostic services to be more convenient and accessible, including digital channels for reporting results and clearer communication of test results. In 2025, the Company further developed the Lab Interpretation approach to support more understandable explanations of health check-up results for customers. |
| 5. Doctor Consultation | Customers can consult doctors through both in-hospital visits and teleconsultation. This strengthens continuity of care, reduces travel burdens, and responds to diverse needs. BDMS emphasizes courteous communication, respect for privacy, confidentiality, and clear explanation of treatment plans. Teleconsultation is also part of Smart Services to enhance access to quality care. |
| 6. Treatment Orders and Clinical Documentation | To enhance accuracy and reduce duplication in work processes, BDMS applies tools that support clinical documentation and medical orders, such as Speech Recognition for voice-based documentation and systems that connect medical orders with electronic medical records. This enables continuous clinical data flow, supports team communication, and improves operational efficiency. |
| 7. Medication Dispensing and Collection | Pharmacists provide complete, accurate, and clear medication instructions, supported by processes and systems to verify dispensing accuracy and strengthen medication safety. BDMS also provides home medication delivery and telepharmacy counseling. In addition, the Company enhances self-service processes and Smart Payment options, such as kiosks, to improve convenience, reduce waiting time, and increase transparency in the payment process. |
| 8. Discharge and Follow-up | BDMS supports discharge preparation and post-treatment follow-up, including counseling to promote recovery and restore health. Hospitals also provide telehealth services through online platforms, including the BeDee platform for rehabilitation consultations, with secure personal data management. This ensures that customers receive comprehensive, accessible, continuous, and safe care. |
Customer Feedback Channels
BDMS provides multiple channels for customers to submit complaints, suggestions, and feedback, including telephone, websites, letters, and feedback forms available at service points. These channels are designed to listen to customer voices and ensure convenient and inclusive access.
Complaints and feedback received are managed through a systematic process, covering follow-up, corrective actions, root cause analysis, recurrence prevention, and the application of information to continuously improve service quality. The Company also places strong emphasis on confidentiality and the protection of customers’ personal data.
Patient Satisfaction and Experience Survey 2025
BDMS places strong emphasis on systematically measuring customer satisfaction and experience. The information is analyzed to understand customers’ actual needs and used as a guideline for continuously enhancing service quality. The Company applies the Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS), a standardized assessment tool widely recognized by leading hospitals worldwide.
The assessment covers customers’ experiences with medical care, patient safety services, health information provided after hospital discharge, and the overall hospital environment. These insights support the creation of positive and sustainable customer experiences.
In 2025, inpatients reported an Overall Satisfaction Score for Healthcare Provider of 95.63%, exceeding the international benchmark by 6.63 percentage points.
In addition, BDMS applies the Net Promoter Score (NPS) to assess customer engagement, loyalty, and willingness to recommend the Company’s services to others. In 2025, the Company achieved an NPS of 94.64%, remaining higher than the Hospital & Health Care industry average.
