grow your profit through knowing your clients
TRANSCRIPT
Grow your Profit through Knowing your Clients
Ognjen Bagatin, MBA
IMCAS 2016 , January 28th-31th 2016
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
WHY CRM
You can’t hit the target you don’t see.
In God we trust. Everybody else brings data.
Dr. Edwards Deming
• CEO, Poliklinika Bagatin
• Consultant for 20+ clinics in Croatia andEurope (Czech, Poland, Estonia, Bulgaria…)
• Implemented CRM in 2013. (optimizing itsince..)
Ognjen Bagatin, MBA
Poliklinika Bagatin Green Gold Tower
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.”
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?!.”
CRM – the bloodstream of our organization
• Customized version of Zoho CRM system: more than 15.000 clients in the database
• Full operational processes: scheduled appointments, tracking calls andarrivals, invoices, medical reports, claims…
• <1% Claims last year
• Better cooperations with agents from all over the world
• 2018. „custom made” CRM
How CRM createsValue?
1. Their „Cheat sheet”2. Contains all relevant information3. Consulting with colleagues4. Better relationship with clients
MISSION
DOCTORS
The Team
22 years of tradition and experience in providing high-quality health and aesthetic services to more than 15.000 clients
How CRM createsValue?
1. Fast and accurate access to
information
2. Tailor-made approach
3. Service excellence
4. Feeling like a royalty/unique
MISSION
CLIENTS
IMCAS 2016 , January 28th-31th 2016
How CRM createsValue?
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
MISSION
MANAGEMENT
222 227 1,269 2,774 4,0306,802
12,053
19,053
25.000
33.000
2008 2009 2010 2011 2012 2013 2014 2015 2016 P2017
Source: Poliklinika Bagatin Analytics
AestheticSurgery
2008.Stomatology
2015.2011.
2013.Cosmetology
Dermatology
Business RevenuesPoliklinika Bagatin 2008. - 2017. (in 000 kn)
CRM Implementation
IMCAS 2016 , January 28th-31th 2016
7 BAGATIN LAWS OF CRM & ITS IMPLEMENTATION
The reason I am here.
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.
1. Be your CRM
• IT support is only a tool.• IT can’t solve the
problems on a human level
NO
• First understand the philosophy. The mighty why.
• You have to be a CRM champion
YES
VS
IMCAS 2016 , January 28th-31th 2016
2. Arrange your protocols to support it
• Leaving it to be implemented on its own
• Thinking everything will turn out just fine
NO
• Make it a priority• Your processes and
procedures must be linked to the CRM
YES
VS
3. Grow your knowledge about your clients
• Garbage in, garbage out• Let your people be
satisfied with the data they already have
NO
• The more you know, the more you grow
• All shapes and forms of communication
• Control the inputs
YES
VS
IMCAS 2016 , January 28th-31th 2016
4. Ask your clients
• If they haven’t said it, it is not important
• Don’t assume your people know how to find values and pains
NO
• Train your people to ask meaningful questions
• Get their buy in and show them how more efficient they can become
YES
VS
Bagatin AcademyCenter of excellence for medical experts
• Once a month• All employees• Top coaches• Leadership and soft skills• 40 coaches
5. Timing & continuity
• Use it or loose it• Be inconsistent or late
NO
• Knowing when to strike• Habit of using CRM – every
day
YES
VS
6. Investigate & measure
• Not using CRM as an analytical support
• Relying on your personal judgment
NO
• Measure your KPIs• Know your numbers
YES
VS
KPI`s – Poliklinika Bagatin
RETURN RATE SALES in M Kn ON-SITE REVIEWS
30% 33.5 9.80
CS RATE NEW CLIENTS FOREIGN CLIENTS
15% 4500 450
7. Never ever stop optimising
• Never become arrogant• Quantity over quality
NO
• What can you do even better?
• Measure clients’ satisfactionand the quality of your service
YES
VS
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 2016 – 9.82/10.00
• N=7.000 clients
3. Mystery shopping – quality analysis of all
departments and services (call center, reception,
operators, nurses)
IMCAS 2016 , January 28th-31th 2016
CRM & Added value – thrill and delight them
Call center Travel organization Accomodation
Consultations Sightseeing 5★ service
IMCAS 2016 , January 28th-31th 2016
