Grow your Profit through Knowing your Clients. Ognjen Bagatin, MBA

Transcription

1 Grow your Profit through Knowing your Clients Ognjen Bagatin, MBA

2 IMCAS 2016, January 28th-31th 2016

3 Content CRM (customer relationship management system) is your ticket to success 7 key Bagatin laws for clinics that use CRM in medical travel The more you know the more you grow

4 WHY CRM In God we trust. Everybody else brings data. Dr. Edwards Deming You can t hit the target you don t see.

5 Ognjen Bagatin, MBA CEO, Poliklinika Bagatin Consultant for 20+ clinics in Croatia and Europe (Czech, Poland, Estonia, Bulgaria ) Implemented CRM in (optimizing it since..)

6 Poliklinika Bagatin Green Gold Tower

7 Let s imagine that we don t have CRM Doctors: Have we met before? Marketing: Don t follow me, I am lost. Sales: One size fits all. Reception: And who might you be, Sir?! Administration: You can t have enough paper. Management: The blind leading the blind.

8 Clients and no CRM To doctors: You said you care! But you don t. To marketing: Why are these adds always popping out?! To sales: No, I don t need that. To reception: Shall I repeat my name?! To administration: Yes, I can wait another hour for my documentation. To management: Is there one thing that actually functions here?!.

9 CRM the bloodstream of our organization Customized version of Zoho CRM system: more than clients in the database Full operational processes: scheduled appointments, tracking calls and arrivals, invoices, medical reports, claims <1% Claims last year Better cooperations with agents from all over the world custom made CRM

10 How CRM creates Value? MISSION DOCTORS 1. Their Cheat sheet 2. Contains all relevant information 3. Consulting with colleagues 4. Better relationship with clients

11 The Team 22 years of tradition and experience in providing high-quality health and aesthetic services to more than clients

12 How CRM creates Value? MISSION CLIENTS 1. Fast and accurate access to information 2. Tailor-made approach 3. Service excellence 4. Feeling like a royalty/unique

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14 How CRM creates Value? MISSION MANAGEMENT 1. Strategic, tactical, and operational planning and execution support 2. Tracking of revenue stream real time 3. Reports (automatic and semi automatic) 4. Cost cutting and controlling tool 5. Quality assurance tool

15 Aesthetic Surgery Cosmetology Dermatology Stomatology Business RevenuesPoliklinika Bagatin (in 000 kn) Source: Poliklinika Bagatin Analytics CRM Implementation 19, , ,269 2,774 4,030 6, P2017

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17 7 BAGATIN LAWS OF CRM & ITS IMPLEMENTATION The reason I am here.

18 Be your CRM. Arrange your protocols to support it. Grow your knowledge about your clients. Ask your clients. Timing & continuity. Investigate & measure. Never ever stop optimising.

19 1. Be your CRM NO IT support is only a tool. IT can t solve the problems on a human level VS YES First understand the philosophy. The mighty why. You have to be a CRM champion

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21 2. Arrange your protocols to support it NO Leaving it to be implemented on its own Thinking everything will turn out just fine VS YES Make it a priority Your processes and procedures must be linked to the CRM

22 3. Grow your knowledge about your clients NO Garbage in, garbage out Let your people be satisfied with the data they already have VS YES The more you know, the more you grow All shapes and forms of communication Control the inputs

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24 4. Ask your clients NO If they haven t said it, it is not important Don t assume your people know how to find values and pains VS YES Train your people to ask meaningful questions Get their buy in and show them how more efficient they can become

25 Bagatin Academy Center of excellence for medical experts Once a month All employees Top coaches Leadership and soft skills 40 coaches

26 5. Timing & continuity NO Use it or loose it Be inconsistent or late VS YES Knowing when to strike Habit of using CRM every day

27 6. Investigate & measure NO Not using CRM as an analytical support Relying on your personal judgment VS YES Measure your KPIs Know your numbers

28 KPI`s Poliklinika Bagatin RETURN RATE SALES in M Kn ON-SITE REVIEWS 30% CS RATE NEW CLIENTS FOREIGN CLIENTS 15%

29 7. Never ever stop optimising NO Never become arrogant Quantity over quality VS YES What can you do even better? Measure clients satisfaction and the quality of your service

30 MONITORING SERVICE QUALITY 1. Online satisfaction questionnaire after 1st visit 9.80/10.00 average rating 99% of clients would recommend us 2. Operator rating questionnaire after each treatment/ service Average rating in /10.00 N=7.000 clients 3. Mystery shopping quality analysis of all departments and services (call center, reception, operators, nurses)

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32 CRM & Added value thrill and delight them Call center Travel organization Accomodation Consultations Sightseeing 5 service

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34 Ognjen Bagatin, MBA Your beauty destination