Chinese elderly care
Utilizing the LINE CRM to integrate six major journeys, creating an omnichannel membership economy.
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The Leading Silver Hair Care Brand for the Chinese Community - 'Zhonghua Silver Hair' - How to Utilize LINE CRM to Integrate Six Major Journeys and Create an Omnichannel Membership Economy?
Expanding from traditional pharmaceuticals to the silver hair care industry, Zhonghua Silver Hair, established in 2006, brings the rigorous processes of its parent company into the development of community-based in-home care services, actively promoting the digital transformation of smart health care. At the core of this digital transformation is the 'Care通CRM' introduced in 2022, which integrates seven major online and offline service points, care services, courses, and ecommerce across all channels, consolidating members' six major interactive journeys. For Zhonghua Silver Hair, this is the most important resource layout for upgrading care services, deepening member engagement, and expanding a diverse business landscape. In this article, we will delve into how Zhonghua Silver Hair utilizes a comprehensive CRM platform to build 'Care通CRM', overcome the pain points of multi-channel business development, and outline plans for the next phase of business transformation.
Brand Story
With a strong focus on the silver-haired care industry, Chung Hua Silver Care offers high-quality home care services at a self-paying cost. In recent years, they have expanded into the community, integrating local resources from nearby areas, and have established seven "Elder Service Stations" in the six special municipalities. This year, they further advanced by launching the flagship day care center "Warm Time Day Activity Center" in collaboration with Japan's synchronous AI rehabilitation technology. The "Care通CRM" links core care services with retail e-commerce "Quality Selections" and professional care courses "Golden Care Academy," creating a comprehensive membership economy blueprint based on high-quality service and professional content.
Advanced LINE CRM System for Managing the Full Journey of Silver-Haired Members
Recognizing the tremendous business opportunities of the membership economy in the LINE lifestyle era, they introduced a customer data system to begin collecting and establishing relevant member data. However, the ever-expanding internal systems and external channels led to fragmented member data in the database that became difficult to use, making it hard to identify the same customer across multiple channels such as physical stores, e-commerce platforms, care services, and training courses. This resulted in a broken customer experience journey, making it challenging to cultivate deeply and expand membership lifetime value. In light of these circumstances, they decided to implement an advanced CRM system.
Chung Hua Silver Care has chosen the official LINE account as the member entry point and introduced the intelligent CRM platform from NetAid Communication to create the "Care通CRM," a streamlined member experience covering the entire journey. This is supported by a multi-to-one communication center that accommodates 27 branches across 7 stations, as well as an accurate segmented interactive marketing center and a data center for six major journey analyses.
Chung Hua Silver Care General Manager Li Tsung-Yung pointed out that the critical function of implementing CRM is to convert all online and offline interactions into text form for record-keeping. This enables precise quantitative data analysis through CDP, facilitating the conversion to the next stage of the customer journey and further expanding performance across other channels.
Vice General Manager Chen Chia-Wen also shared that the decision to select the NetAid CRM platform was due to its functional compliance with needs, support for flexible customization, and most importantly, "the ability to think from the customer’s perspective and listen to customer needs." Given the complexity of integrating both internal and external system platforms for this CRM project, they placed greater importance on finding partners who could learn and grow together.
General Manager of China Huayu, Li Zongyong, shared how the introduction of "Care通CRM" integrates customer online and offline interaction data analysis, driving sales growth in other channels.
Customers are members, achieving O2O one-stop care service!
With the active promotion of "Care通CRM" throughout the company, the number of members has grown 2-fold in less than half a year, leading the senior marketing specialist responsible for implementing the CRM system, Zhou Huizhen, to exclaim: "Once launched, we've already added 4,000 people, the numbers are astonishing!" In addition to the impressive member growth, thanks to the uniquely crafted communication service process, various brands are eager to invite customers to join "Care通CRM", achieving a customer-to-member ratio of over 60%, realizing a one-stop care service scenario online and offline.
The interactive consumption conversion data along these member journeys can all be tracked through the dashboard of the six major journeys provided by the CDP data consultant from Wangxun. Zhou Huizhen also shares that by speaking through data, there is a common language across departments, making communication smoother and speeding up collaborative goal achievement.
Vice President Chen Chia-Wen (second from left) with Marketing Manager Chang Ya-Hsin (first from left), Senior Specialist Zhou Hui-Zhen (first from right), and Chief Wang Tsai-Yun (second from right) are fully integrating three major business departments and seven service stations across Taiwan, actively promoting the launch of the "Care CRM" system.
The Online CRM Project Consulting Accompany Program, achieving comprehensive system integration in three months successfully went live
In addition to the comprehensive CRM system and professional data analysis, the program also adopted the online consulting "Accompany Program". Within just three months, not only was the PM project successfully implemented, but it also integrated fragmented and scattered member data from three major business departments, four systems, and nearly 20,000 records, linking the online and offline customer experience, outlining a clear and complete member journey in six major stages. Zhou Hui-Zhen, who is in charge of this project, emphasized that the support from the online consulting team, including business consultants, PM, customer success specialists, and data consultants, was very effective. "The response speed is very fast!"
The professional team at Online quickly implemented and supported the platform, making the functionality of the "Care CRM" platform more aligned with the needs of the senior banking sector and the scenarios of front-line users. This shortened the growing pains of business promotion and increased the speed of data-driven digital transformation. Therefore, in the next section, we will explain how to use the communication center, CDP data consultant service, and marketing center functions in the platform to overcome the pain points in multi-channel business development.
1. Centering Communication around a Multi-to-One Binding for Managing Member Journeys
Before introducing the "Care Communication CRM" center, Zhonghua Silver Hair's connections with customers were scattered across various service and product management channels. Employees faced problems under the mixed situation of private LINE and public LINE, quickly realizing that "it is highly likely that this one customer is interacting with different units." Chen Jiawen stated, "But we were unable to properly grasp and identify their needs in the first instance."
The "Care Communication CRM" automatically binds customers to a dedicated multi-to-one flow by scanning a QR code. For customers, a single chat window can provide integrated services from both care staff and consultants. For site management, all business can communicate online, which not only consolidates all dialogues with members but also, as Zhou Huizhen pointed out, "through a platform service, the multi-to-one integration explanation completes cross-selling and achieves performance." This facilitates collaboration support within and outside the site and improves service efficiency. She added, "Previously, cases had to circulate through various LINE messages, but now they can be seamlessly handed off in a complete manner."
Director Wang Caiyun of the Senior Business Department emphasized: "Without Care Communication, management is very difficult!" Especially with communication tools, much information exchanged with service staff takes place in private LINE, and when service staff leave, they have to re-add the cases, facing risks of record loss. Another benefit is that all interaction communications are recorded, allowing site managers to immediately grasp service conditions, especially when encountering controversial complaint cases; "we can catch it early in the conversation."
For customers, the personal experience of personalized services includes comprehensive consulting services (dedicated consultants + care teams), member centers, relevant information, and knowledge content, which in turn drives attention and demand for services from other brands. Currently, we are continuing to observe the effects following the consulting service, aiming to create impressive cross-selling results in the future.
Introducing Care Link CRM to assist senior service stations in integrating dedicated consultants and care team resources to more efficiently serve members together.
2. Data Consulting Services: Analyzing the 6 Major Journeys of Members to Enhance More Precise Marketing Strategies.
In addition to system integration and platform connection, Care Link CRM has also introduced data analytics consulting services, summarizing and organizing key customer interaction indicators that were originally scattered across various journey stages into 6 major journeys. This presents the interaction conversion points of various member management activities: such as marketing information clicks, adding to the shopping cart on the official website after clicking, placing an order, repurchase frequency, and sharing promotional offers, all displayed on a one-page data dashboard.
Zhou Huizhen stated that compared to past data presented in isolation, after introducing the data analytics platform, there is a common language between departments, accelerating the pace of marketing communication and decision-making. Marketing and public relations manager Zhang Yaxin also shared that all marketing activities and posts can be deeply tracked for clicks, purchases, and even blocking rates. Facing data that is often surprising and difficult to digest requires courage, as one immediately confronts their shortcomings and understands whether marketing actions resonate with customers.
In addition to diagnosing the 6 major journeys, data analysis also provides text interaction analysis for the communication center, presented in the form of a word cloud concept. This allows for a more granular listing and organization of current consultation interaction topics and trends, enabling relevant departments to further optimize service processes and plan marketing activities to promote ordering purchases on specific topics. Li Zongyong pointed out that the word cloud provides a quick diagnosis, offering strategies for marketing and service content adjustments to better connect with members.
3. Precision Marketing Tools: Streamlined Label Restructuring + Prominent Label Techniques, Outstanding Click-Through and Blocking Rates
Regarding the planning of labeling and label pools, during the system implementation phase, the data consultants at Wangxun categorized and managed over 50 inadequate quality labels based on interaction density and type, streamlining the process. Ultimately, they selected over 20 key labels based on business goals and future service expansion plans. Further employing RFM model technology, they filtered the most representative elite team of member profiles – "prominent labels" – based on label rarity, interaction type, interaction frequency, and recency of interaction dates.
Implementing prominent label models allows for more advanced applications of labels typically used in general segmented marketing, tailoring personalized marketing strategies for members that precisely cater to customer preferences, enhancing interaction rates while also lowering blocking rates, ultimately increasing customer lifetime value. With precise segmentation and behavior labeling, Zhonghua Silver Hair can outline a more accurate audience profile in the initial stages of planning marketing push messages, coupled with relevant A/B testing experiments, resulting in doubled click-through and after-click purchase rates.
Care Link CRM integrates e-commerce "Good Goods Selection" and "Golden Care Academy" through a single login binding function, providing members with personalized menu pages and allowing them to find dedicated consulting services through a consultation menu.
Professional Care is Moving Towards Digital Services, Finding Care Solutions for More Seniors
With the introduction of Care Link CRM, the interaction between members and Zhonghua Silver Hair spans the full journey from home care to product purchases and course training, gradually forming a clear conversion path. Recognizing the opportunities for linked member needs in the silver hair industry, Chen Jiawen emphasized, "Under the existing home care services, using the CRM system to integrate customer service diversely strengthens the development of other new business initiatives." Expanding the influence of the member economic model opens up the next stage of growth for "Good Goods Selection" and "Golden Care Academy" through cross-selling successes.
