Arpavie

Arpavie, a national care home operator, wanted to strengthen adoption of its new CRM and improve the customer journey across its 20 sites. The goal: understand how the system was really used, identify the operational obstacles and propose concrete adjustments to smooth the customer experience and improve commercial performance. Bonne Idée carried out a full immersion on the ground, combining mystery shopping, direct observation and interviews with sales teams and site managers. That approach made it possible to map existing practice precisely, identify the points of friction, and analyse how well the defined workflows matched the operational reality. The recommendations were built to reconcile strategic vision, business constraints and ease of use.

The analysis brought out several key opportunities: simplifying the CRM steps, clarifying how prospective residents are tracked, improving notifications and automating certain recurring tasks. Those findings were shared with the technical teams to prioritise functional changes, and co-development workshops were held to build suitable solutions with the people on the ground. The result: a clear roadmap to make the CRM more intuitive and aligned with operational reality, improve visibility over incoming enquiries, strengthen coordination between sites and make the solution easier for every team to take on. The project shows how field work, digital strategy and change management combine to improve the customer experience in a demanding care environment.