Thursday, March 27, 2014

CRM sebagai alat Maketing Intellegence

CRM As Market Intelligence Tool


I have written before about using a customer relationship management (CRM) system for improving referral management (seeOut-Service Your Competition: CRM’s Relevance In Today’s Health Care Market and Increasing The Yield From Your Residential Referrals With CRM all members). And, most organizations view their CRM first and foremost as a way of organizing and tracking their referrals – and improving the conversion of a referral into a customer.
But, CRM systems have a very important secondary use – as a source of market intelligence. Once you have integrated the use of your CRM system into your day-to-day operations, you can start to use your CRM to answer key market intelligence questions – questions that will help you plan your current and future business.
If you have a CRM, you should be able to answer the following nine questions:
  1. What is the average monthly number of inquiries and referrals to your programs? Is this number going up or down?
  2. What is your inquiry/referral conversion rate or yield (i.e. how many inquiries result in a paying consumer)?
  3. Which member of your marketing team has the best conversion rate?
  4. What is the most common reason that consumers, families, and referral sources decide, after contacting your organization, to not use your services?
  5. Do these reasons vary by program type, consumer type, or type of referral source?
  6. Who are your most frequent (and valuable) referral sources?
  7. Have the source and type of referrals to your programs changed over the past six months?
  8. How many of your referrals come from your web site?
  9. Which of your marketing activities generated the most inquiries?
  10. What is the return on investment for your referral marketing efforts – in consumer revenue dollar per marketing dollars spent (see Evaluate Marketing ROI With Performance-Based Metrics all members and Manage Marketing Dollars Using Performance Metrics: Make Estimating Your Marketing ROI Possible by Moving From Context to Metrics )?
If you can answer these questions, you have optimized the use of your CRM, moving it from a tracking system to a source of critical market intelligence for making program decisions. If you haven’t, you may want to consider how to move your CRM to the “next level” by organizing your current CRM data into a referral management dashboard. If you have any questions about how to get started, feel free to contact me by e-mail me at


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