Arpavie: looking at the field before adjusting the CRM
An audit of the customer journey and of how the CRM is really used, built alongside staff.
The client
Arpavie is a network of residences for older people, including nursing homes. The customer journey involves future residents, their families and the teams who support them: the CRM has to serve that relationship.
The challenge
The audit had to establish how the tool was really used and where the journey became complicated. The question was as much about practices and coordination as about the software’s features.
What we delivered
Our team contributed to an audit of the customer experience and the CRM, based on time spent on site with staff. The analysis led to recommendations for bringing follow-up in the tool closer to the day-to-day running of the residences.
How we worked
The on-site work combined observation, mystery visits and conversations with teams. The debrief compared the journey as lived with the uses expected in the CRM, to identify friction points and the adjustments to prioritize.
What changed
The audit provides a basis for deciding how the CRM should evolve and which practices need support. It makes needs from the field visible in the roadmap, so adoption is more than a software training session.
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