12 Oct 2016 Business Digital

A Beginner’s Guide to Customer Relationship Management

Kelsey Galles
Kelsey Galles
Content Marketing Coordinator

When I hear software acronyms, I have a tendency to tune out. SaaS, CMS, MAP… in my mind, they all imply something complicated and intangible. The funny thing is, these systems are typically designed to uncomplicate processes and improve efficiencies.

CRM is no exception. CRM (Customer Relationship Management) is indispensable for its ability to streamline workflows and organize information to improve customer intelligence. While CRM may sound intricate, its systems simplify big tasks such as data organization and task management so your business can maintain productivity and synchronicity.

For treatment facilities specifically, the value of CRM is exponential. This year, millions of individuals in the United States picked up the phone to seek treatment. Facilities without CRM systems likely never talked to these individuals again.

A CRM system is crucial for treatment facilities to effectively follow up with potential clients who may be undecided or hesitant to make the leap toward recovery.

If you haven’t implemented a CRM system in your day-to-day operations and want to get started, keep reading….

What is Customer Relationship Management (CRM)?

CRM is a system that is helpful in:
a.) nurturing prospective client relationships
b.) maintaining a positive relationship with existing clients and alumni

CRM platforms typically include a suite of tools that allow for fluid internal and external interactions. A basic CRM system will likely include the following functionalities:

  1. Customer details 
    Record details about your current and prospective clients, all in a centralized location. Admissions specialists can view past interactions to improve communication and eliminate redundancies or miscommunication.
  2. Quoting and invoice tools
    Ensure best-in-class communication with clients by easily tracking quotes and invoices.
  3. Lead scoring
    Actively track a prospective client’s position in the decision-making process; create tailored marketing messages to continually engage them.
  4. Performance dashboard 
    Customizable dashboards allow you to track staff and/or department performance based on business goals.
  5. Task management 
    Project management tools allow you to organize, delegate, and track tasks and projects.

How can you make the most of a CRM system?

It’s important to understand CRM as a set of integrated tools for multiple operations rather than a one-dimensional system designed for a specific task. CRM allows you to blend traditionally siloed information into one system, providing customer insights and a complete history of your interactions with them.

Below are a just a few of the ways you can get the most out of a CRM system to improve your business:

  1. Utilize CRM as the sole record-keeper of customer information 
    Contact management tools within CRM systems should be the go-to destination for logging client details. This will not only streamline workflows, but also ensure that everything is documented in a centralized location.
  2. Eliminate redundant software programs
    Any operation that a CRM system can handle should be absorbed. The goal is to integrate all client-related operations into one system, so be sure to remove superfluous tools or programs from the mix.
  3. Improve sales and marketing approaches by utilizing data captured within your CRM system 
    Detailed tracking of client interactions, identifiers, and preferences can help marketers plan and optimize campaigns. Additionally, marketers can look back at previous campaigns to determine what can be improved upon or eliminated.
  4.  Use customer information not just to sell, but to improve relationships and your reputation 
    Creating a positive experience is crucial for maintaining and earning clients. Utilize client information captured within your CRM system to help solve individual issues quickly and even proactively.

Does your facility currently utilize a CRM system to manage business operations? What are some of the benefits you’ve experienced? Tell us in the comments below.

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