CRM As Market Intelligence Tool

I have written before about using a customer relationship management (CRM) system for improving referral management (see Out-Service Your Competition: CRM's Relevance In Today's Health Care Market and Increasing The Yield From Your Residential Referrals With CRM all members). And, most organizations view their CRM first and foremost as a way of organizing and tracking their referrals – and improving the conversion of a referral into a customer.

But, CRM systems have a very important secondary use – as a source of market intelligence. Once you have integrated the use of your CRM system into your day-to-day . . .