Customer Service Management Practices at United Healthcare Services Limited: A Study on the Customer Relations Department of United Medical College & Hospital

Abstract

This internship report has been compiled as part of the degree requirement of Bachelor of Business Administration (BBA) under the School of Business and Economics, United International University. The report has been prepared on the basis of my three months internship in United Healthcare Services Limited (UHSL) during 1 March 2026 to 30 May 2026, where I served as the Service Excellence Officer in the Customer Relations Department at the United Medical College and Hospital, United City, Madani Avenue, Dhaka. This report is mainly aimed at the analysis of customer service management practices conducted in the organization and reflection of my practical learning experiences and presentation of the implementation of theoretical knowledge in a professional healthcare setting.

The report starts by giving a background of the United Healthcare Services Limited, historical background, structure, service offerings, operational activities and strategies of its expansion. It further gives an insight on the healthcare sector in Bangladesh, the nature of the industry, its market trends, growth potential and the opportunities and challenges of the industry to the private healthcare industry. Besides that, both SWOT analyses of the organization and the industry have been carried out to consider its internal capabilities and the external business environment.

The heart of this report is the internship experience. Patient registration, appointment, patient guidance, outpatient service support, customer inquiries, complaint management, queue management, patient follow-up, and coordination with different departments in the hospital are some of the roles that I played throughout the internship. I also acquired hands-on knowledge in applying the digital healthcare systems such as the Hospital Information System (HIS), the Orange, the Enterprise resource planning (ERP) and the Microsoft Excel. These roles helped me to realize the significance of managing customer service in achieving patient, operational, and organizational satisfaction in a contemporary healthcare facility.

The report also discusses the training and development programs offered by the organization such as orientation programs, Standard Operating Procedure (SOP) training, customer service training, fire safety awareness, hospital policies, and system-based training. The programs improved my technical skills, communication, and professionalism, as well as the knowledge of healthcare service functioning. During the internship, I was able to use the theoretical knowledge in marketing, customer relationship management, organizational behavior and business communication in the real-life scenarios of the workplace, which reinforced the practical aspect of my knowledge and professional confidence.

The report provides a number of recommendations on how the customer service management at United Healthcare Services Limited can be improved further, based on my observations and real-life experience. They are improving digital healthcare services, minimizing patient waiting time, employee training, patient feedback systems, interdepartmental communication, prevention healthcare awareness, and corporate healthcare partnerships. These suggestions aim to assist in the current involvement of the organization to constant improvement and service provision that is patient-oriented.

All in all, the internship was a very good learning experience that contributed immensely to my academic, professional and personal growth. It allowed me to acquire realistic communication, teamwork, problem-solving, customer relationship management, and healthcare operations skills and gave me a valuable learning experience on the dynamism of the Bangladesh private healthcare sector. This internship has enhanced my preparedness to face any professional challenge in future and the need to provide quality customer service as one of the pillars of organizational success.