Optimization of CRM and the customer journey within a national network of nursing homes
Align the CRM tool with field uses and operational needs
Arpavie, a national player in the management of nursing homes, wanted to strengthen the adoption of its new CRM and optimize the customer journey within its 20 establishments. The objective: to understand the real use of the system, identify operational obstacles and propose concrete adjustments to streamline the customer experience and improve commercial performance. Bonne Idée conducted a complete field immersion combining mystery customers, direct observations, and interviews with sales teams and site managers. This approach made it possible to precisely map existing practices, identify points of friction, and analyze the coherence between defined workflows and operational needs in the field. The recommendations were designed to reconcile strategic vision, business constraints and ease of use.
Actionable recommendations and accelerated adoption
Actionable recommendations and accelerated adoption
The analysis highlighted key opportunities for improvement: simplifying CRM steps, clarifying the follow-up of resident candidates, optimizing notifications and automating certain recurring tasks. These insights were shared with the technical teams to prioritize functional evolutions, and co-development workshops were organized to co-build adapted solutions with the field teams. The result: a clear roadmap to make CRM more intuitive and in line with operational reality, improve visibility on incoming journeys, strengthen coordination between institutions and facilitate the ownership of the solution by all teams. This project illustrates Arpavie's ability to combine a field approach, digital strategy and change management to optimize the customer experience in a demanding medical-social context.
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