Overview
Crystal Care Collection is aspiring to be the leading provider of care home services, dedicated to enhancing the lives of elderly residents across England. We pride ourselves on delivering exceptional care, comfort, and companionship to our residents, ensuring they live fulfilling and dignified lives. As we continue to expand our services and reach, we are seeking a dynamic and innovative Group Customer Relations Manager for the South West Region, to compliment the level of service we provide to our customers.
Position Overview
The Group Customer Relations Manager will play a pivotal role in promoting our care home services, enhancing our brand visibility, and fostering strong relationships with our target audience. This individual will be responsible for:
- Developing and implementing a culture of high-quality customer care, undertaking support visits / evaluation of the enquiry and sales pipeline across Crystal Care Homes.
- Overseeing and continually improving all aspects of our customers journey, including but not limited to “what good looks like” for our customers and embedding as standard best practice across all parts of Crystal Care Homes.
- Support the team to take effective customer focussed initial enquiries through to admission date.
- Provide support, guidance, and advice to the improvement of sales targets, whilst also assisting with and leading on that change and development in key areas of the sales and customer process once identified.
- Contribute effectively as a member of the senior management team within Crystal Care Homes.
- Support the General Managers in understanding and implementing a commercial approach to the running of their service.
It is the Customer Relations Manager’s role to train and continually develop the Crystal team to achieve this level of excellence, helping our customers in their decision making to choose Crystal Care Collection as their trusted place of care. Through the collecting and analysing of data, plus working collaboratively with our Regional Marketing Manager and the wider Senior Management Team (SMT), the Group Customer Relations Manager will use factual “data driven” models and information, combined with authentic excellent customer service, to drive the right outcomes across the group.
This methodical process will support sustainable “Customer First” growth to all Crystal Care Homes.
Key Responsibilities
- Leading weekly sales calls with Homes’ management team members.
- Oversee incoming enquiry calls including listening via 3CX (phone system), ensuring these are handled with empathy, reporting the detail on CoolCare in a timely and accurate fashion.
- Using material within calls as a method of proactively supporting, with a culture focussed on continual customer improvement.
- Designing and delivering ongoing training of all systems / people’s behaviours, linked to the customer journey. This includes but not limited to, individual and group training for our teams, plus system training on CoolCare and the 3CX phone system.
- Answer any overflow ring group 2 enquiry calls, if un-answered within ring group 1 at the homes. Our objective is to have no missed enquiry calls, with the home always being the intended answerer.
- Ensure the enquiry process is followed accordingly, including follow up GM calls by monitoring within CoolCare.
- Conduct weekly audits on the enquiry calls / any missed calls and actions taken.
- Reviewing activity, KPIs and pipelines at home and group level.
- Conducting market and competitor research.
- Analysing data to build business cases for new marketing activities linked to driving lead generation.
- Working closely with the central internal and external marketing functions to identify campaign opportunities to drive leads.
- Visiting our homes to provide hands on coaching / support to General Managers and their wider home team / other team members as required.
- Plan and work through objective setting and action planning with the wider SMT team and General Managers, including the production of quarterly sales and marketing plans.
- Manage and ensure sales process implementation and sales ‘best practice’ across all homes, implementing and including the review of mystery shop reports, call monitoring activity, excellent show suite standards / home’s curb appeal, all to the highest of standards.
- Conduct market and location feasibility research for the senior team who will be considering new sites, acquisitions and locations for new builds.
- Work in collaboration with Operational colleagues to ensure that General Managers have SMART sales objectives, and that the product is in line with our offering.
- In collaboration with our Regional Marketing Manager, effective marketing and networking strategies through social media, website and advertising strategies in line with the local and national competitive market
- Assist as part of the Crystal Team across the group in the spirit of creating awareness and delivering great customer outcomes.
- On-site sales support and cover where needed in key homes.
Our screening and recruitment process is conducted in line with Crystal Care Collections’ Safeguarding Policy.
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