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The reports from home care agencies make it clear - agencies that put a CRM to work are driving more revenue. The 2020 Benchmarking Study shows that Agencies that use a customer relationship management system (CRM) enjoy a strong financial and practical advantage because they market more effectively, get more done in less time and ensure that prospects don't slip through the cracks. 

Insights from 2020 Benchmarking Study

 

 

Made with Story Magic

It's important to note that revenue growth comes from CRM use, not just the presence of CRM software. Full implementation throughout marketing, sales and service allows the power of the CRM to improve the core operations of home care: reaching new customers, serving current customers well and building internal and external referrals. In many cases, there are opportunities for improving operations (and increasing revenue) that are being missed.

Four CRM REVENUE Opportunities You May Be Missing

1. Websites that are CRM Enabled
Integrating the CRM into website design is the first opportunity for improved revenue. While many popular CRMs have some web extension or embed method, building the website on the CRM allows for full implementation. This makes the marketing more powerful and cost effective in several important ways:
    • Personalized and smart content is driven by CRMs that are web integrated. Targeted referrals, return visitors and even anonymous visitors can be tracked by a CRM.
    • Serverless functions can tap into CRM information and allow for detailed interaction for pricing, location availability or other buyer journey supports.
    • Smart forms with CRM-completed fields using information that a prospect has entered previously (or are in your target list) let them know that your business is aware of their interests and needs.
    • Automation based on customer interaction can nurture and follow-up in ways that is only possible because of the underlying CRM.
    • Smart Bots and Alternative Response. With CRM integration, customized responses and prompts can be delivered to people based upon location, preferences or needs.

People expect websites to know their preferences and remember them. This is only possible with a fully integrated CRM.

2. Sales Enablement that delivers information to the salesperson based upon customer needs, preferences and readiness.

CRM use, which is a frequent priority with many sales teams, is often implemented to a lesser degree in smaller or disbursed sales teams, especially when those individuals wear multiple hats. In addition to buyer intelligence, the CRM provides two important features: management visibility into sales activity or pipeline, plus prompt notification for salespersons immediately when a buyer signals readiness.  The use of spreadsheets with prospects or referral information is a big clue that CRM use for stronger sales revenue opportunity could be a fast win.

Buyers that receive direct contact within 5 to 60 minutes of expressed interest are far more likely to become customers.

3. Onboarding or Move-in services are more effectively coordinated when they are CRM powered. The CRM that is tied closely to a service portal allows for multiple team members to not only notate their insights but to receive automated prompts and notifications. This process also allows for customers to get orientation video and other important information delivered by automation based upon where they are in the onboarding process.

4. Referral building using Account Based Marketing. The same process that you use for tracking, personalization, and nurturing with customers can also be used for referral source development. The CRM that is integrated with website and marketing tools allows local outreach to target and nurture referral providers and to automate some of their referral processes as well.  When combined with some inbound marketing tactics, this use of the CRM powers Account Based Marketing (ABM).

Taking CRM Use Beyond just Customer Service

Since the revenue opportunities that follow effective CRM use are significant, it makes sense to integrate the CRM into more than just customer service activities. It can make a big impact in sales and marketing, too. Having the same CRM throughout the buyer's journey allows for a seamless customer experience and enhances the information that is available to each team within the organization. Marketing can personalize the awareness and consideration experience of the buyer, and better identify qualified contacts. Attribution of great customers back through the marketing and advertising investments that you make increases efficiency in the ways that you market. CRM implementation across the enterprise is a core activity needed by RevOps.  Sales that is able to reference the marketing journey of the buyer, and understand specific interests, is more effective and can shorten the buying cycle.  

Learn how HubSpot can be a Bolt-On CRM for Marketing, Sales, Referral Building and Service support

HubSpot is already in the top 4 CRMs in use according to the 2020 Benchmarking Study, and it is also integrated with the top ranked CRM. What makes it unique is ease-of-use and the full integration with Marketing, Website, Sales and Service. You can get a permanently free version, or a tour. Reach out to our team and find out why this easy-to-use and fully integrated CRM is gaining ground.

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David Mills

Written by David Mills

David is one of the founders of Story Collaborative and serves as the Chief Growth Officer. He is passionate about finding the right strategy for each client and helping them move into sustainable growth. He is a veteran of organizational development and communications and has worked with thousands of businesses and nonprofits across the country.