The importance of a marketing CRM for building customer loyalty
Our work : selecting the right CRM for the client, taking into account their budget, internal technical expertise, and the limited time available to manage the CRM. Implementing and configuring the CRM, including creating email templates to standardize communication across the client’s various audience segments. Creating initial marketing automation scenarios and providing training on the tool.
Context : Our client, a Valais-based SME employing around ten people and offering physiotherapy and care services as well as health & wellness courses, was looking to improve its patient/client relationship through personalized communication.
Goal : To implement a marketing-oriented CRM and build a high-quality database. This will allow for personalized customer communication, increased customer loyalty, and the ability to target health and wellness course services to the right audience.
01
Specific Challenges and Needs
Lack of time, limited knowledge and resources
Our client faced several challenges, including limited knowledge of the preferences and behaviors of its clients/patients and a manual and time-consuming management of these clients/patients.
Our client also had little time to dedicate to these elements, and no internal capacity, as employees were dedicated to care.
Finally, although aware of the importance of a CRM and the benefits that such software can provide, our client did not know which CRM to choose from the myriad of existing solutions.
Challenges
- Lack of a customer loyalty strategy
- Lack of time
- Lack of technical knowledge
- Limited budget
Automate marketing messages while personalizing them
Our client needed a system capable of automating and personalizing its interactions with clients/patients, while also allowing them to segment these individuals based on their digital behaviors.
It was also necessary to clean and structure the data he already had in order to be able to use it effectively.
The choice of CRM therefore had to be carefully considered, taking these criteria into account. It was necessary to find a user-friendly solution for people unfamiliar with CRM systems, at an acceptable cost, while also enabling a more nuanced understanding of the customer base.
Needs
- Structure the available data
- Automating communication
- Personalize communication
- Segmenting the patient base to improve communication effectiveness
- Build patient loyalty systematically, not on a case-by-case basis.
02
Strategy and implementation
03
Results
Key Performances
Thanks to the CRM chosen and configured according to the client’s needs, the retention rate increased by 17% after 6 months, demonstrating the effectiveness of the automated scenarios and the relevance of the messages sent through this channel.
In parallel, sales of the client’s health and wellness course services increased by 12% over the same 6-month period, which stems directly from the segmentation and automations implemented via the CRM.
These increases enabled our client to recoup their initial investment in 6 months.
Results
- Customer retention rate up by 17%
- Sales of services promoted via automated emails increased by 12%
- Positive ROI after 6 months
Qualitative impact
Once they had the CRM in hand, and the structured data at their disposal, the client’s care teams reported a better understanding of their patients’ needs and preferences.
They now had a better understanding of their post-treatment journey, the steps to take to ensure optimal recovery, and the options available to them for this purpose.
Thus, the client care teams also reported that their communication became easier and more efficient.
Now, our client :
- Understands his patients better, who in turn feel better understood in return
- Communicates more effectively with his patients
- Builds customer loyalty much more easily
04
Conclusion and future prospects
Summary :
The implementation of a marketing CRM has transformed the way our client interacts with their customers/patients, enabling personalized communication at scale and providing valuable information to segment the patient base and refine marketing strategies.
Future prospects :
Building on these successes, our client already wishes to expand the use of CRM to better understand the behavior of its customers/patients, including other marketing approaches such as lead scoring.
Conclusion
- Using a suitable and properly configured CRM allows for considerable time savings in customer management.
- When used correctly, a CRM can notably improve your customer retention rate.
- Finally, coupled with relevant automated scenarios, a CRM will even increase your revenue.