Objective To evaluate the effect of hospital customer relationship management based on user portrait for patients undergoing bariatric and metabolic surgery, and to provide a reference for improving the effectiveness of nursing interventions.Methods A total of 266 bariatric and metabolic surgery patients hospitalized in the gastrointestinal surgery department were divided into an observation group of 119 cases and a control group of 147 cases according to hospitalization time.The control group received the routine perioperative management; while the observation group was subjected to the hospital customer relationship management based on user portraits by establishing a management platform, with the management conducted from the outpatient admission to 8 weeks after discharge.Results After intervention, the body weight, waist circumference, and BMI of the observation group were significantly lower than those of the control group, and satisfaction was significantly higher (all P＜0.05).There was no significant difference in hip circumference and waist-hip ratio between the two groups (both P＞0.05); the follow-up rate and quality of life scores of the observation group at 1 week, 4 weeks, and 8 weeks after discharge were significantly higher than those of the control group (all P＜0.05).Conclusion Hospital customer relationship management based on user portrait is beneficial for reducing body weight, lowering waist circumference, and improving patient follow-up rates and quality of life in bariatric and metabolic surgery patients.