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What Is CRM? Everything Coaches Need to Improve Their Practices

What Is CRM? Everything Coaches Need to Improve Their Practices

What is CRM? Learn how to improve your coaching business with CRM examples and about how customer relationship management processes work.


Keeping existing clients and finding new customers is crucial to growing any business. As coaches, we want our clients to feel safe and comfortable. It’s our job to ensure the coaching process is as easy and accessible as possible for clients; everything must have our clients’ best interests in mind, from our website to actual sessions.

Managing customer experience and keeping track of clients takes more than a list of names and phone numbers. As coaches, we need to provide the utmost customer service in and out of sessions. CRMs help us support our clients outside of the coaching process. We don’t want to force our customers to navigate complicated servers, calendars, spreadsheets, and applications. These challenges slow our workflow and inhibit our clients from easily accessing us, ultimately reducing trust by making the relationship more complex than it needs to be. 

Plus, CRMs offer strategies to help our sales teams (whether that’s just us or someone else) create opportunities and promote business growth. But as coaches, we’re not simply providing a product; we’re building relationships, acting as confidants, and learning intimate details of our clients’ lives. Keeping clear records with a CRM system ensures success for our clients and practice. 

What does CRM stand for? Customer relationship management (CRM) is a data management, sales, and marketing tool that collects and implements client and internal information within a cloud server. In short, customer relationship management processes make all the functions of an e-commerce operation coherent.

Learn how the best CRM tools help coaches grow their business and keep clients happy.

Who can benefit from a CRM?

Companies benefit from using the right CRM strategy to help collect, sort, and implement customer data. Small businesses track customer interactions to better communicate with their clients and ensure customer loyalty with CRMs. And startups use CRM solutions to streamline research on online customer experience when planning marketing campaigns to stand out from competitors. At any stage of our career as coaches, using CRMs ensures we offer something our competition doesn’t and our clients experience great customer satisfaction.

What does a CRM do?

CRM creates a dedicated space for business information and digital customer interactions. Cloud-based CRM platforms create opportunities for companies to leverage customer information to form better strategies. Here are some ways that businesses, and coaches, can use CRM to improve operations:

Track customer interactions

CRMs do much more than manage clients' contact information. By keeping client interactions across multiple channels, like forms, emails, social media apps, and phone calls, CRM software ensures clients’ interactions with coaches and support teams are better and more effective. CRMs reduce the time it takes for a new customer to become part of the family.

Automate customer service

Many steps in the customer journey require nothing more than a friendly tone and immediate access to a client’s file. Sophisticated AI and cloud computing can sometimes manage online customer service through chatbots that intelligently handle customer support interactions. By delegating these tasks, companies have more time to work on sales management as a whole.

Manage marketing funnel 

Sales and marketing teams can access everything they need to manage sales pipelines in one convenient platform. Some CRMs provide tools like lead management, closing deals, and forecasting with day-to-day contact management and email marketing.

Measure performance 

Managers and team leaders use CRM tools to monitor business processes. CRM tools measure performance and productivity. Coaches use these insights to strategize new ways of streamlining their practices.


Types of CRM

Although CRM is a holistic process, certain approaches to its use can yield specific results. To deliver the most value through customer lifecycles, a strategy focusing on acquiring new leads may not be the best allocation of resources. Depending on our goals, we can adopt specific CRM strategies and use different types of CRMs. Here's a list of CRM examples to aid businesses:

Analytical CRM

By pooling all client information into one place, this CRM strategy examines customer data for recognizable patterns and trends. Through storing, interpretation, and subsequent segmentation, clients’ habits and preferences are better addressed, ultimately creating a sales service to effectively serve customer needs and ensure customer retention.

Operational CRM 

Companies use this management tool to streamline operations directly related to client management. Automated processes reach out to customers to improve their experience through self-service ordering, scheduling, pricing, and payment options. Operational CRM also improves communication with sales leads, automating processes sales reps can follow to improve timelines.

Collaborative CRM

The CRMs we mentioned optimize sales and marketing efforts, whereas this CRM strategy focuses on improving customer service. When multiple teams work within a company, a lack of communication and organization hinder project completion. Collaborative CRMs ensure independent teams are aligned and strive toward a common goal: Customer satisfaction.

Strategic CRM 

With all the information strategic CRMs collect, it’s possible to form CRM strategies to project long-lasting client relationships. This CRM analyzes greater trends by keeping an eye on how brand image responds to contemporary issues. 

What is a CRM website going to do for my practice? Benefits of CRM for coaches

Using CRM software and platforms will improve the rapport between coaches and clients and ensure our clients have a great experience outside of sessions. There are numerous benefits of using CRMs for coaches, but the best one is we get to spend more time with our clients and less time dealing with paperwork and calendars, allowing us to focus on the real work of coaching. 

Here are some examples to incorporate CRMs into our coaching practices:

Maintaining relationships between sessions

An easy-to-use CRM platform allows clients to reach us between sessions in a pinch. We must support our clients in and out of sessions to maintain our coaching relationship and ensure our clients’ success. Between sessions, clients use the tools and strategies we teach them, and it’s vital we’re available to help them throughout the coaching process.

Holding clients accountable 

We can also reach out to clients with daily reminders and exercises to keep them focused on their goals. In sessions, clients will often voice their commitments; use this information to follow up with tailored messages to help keep them on track. 

Comprehensive access to activities 

Since cloud CRM platforms hold masses of data to aid our marketing automation, we can also use them to let clients access coaching activities from one place. CRM data management helps improve and grow businesses and support customers.

Automated communications with clients 

With access to customer information, CRM software power chatbots to work through issues with clients in real-time, which leaves us with more time we can use to prepare for our next session. Even with potential customers, we can use analytic CRM software to create an online persona well-suited to guiding soon-to-be new clients through the sales process. 

Collaboration goes a long way

CRM software opens multiple pathways to grow a business and tackle all logistical issues a business needs to address to stay afloat. Whether making the entire sales cycle easy to understand for the whole company or crafting automation tools to make communication with clients more efficient, CRMs help every step of the way.

For any coach looking for a good CRM provider to help improve services for their clients, check out Practice. Practice’s platform has many features to help coaches consolidate and simplify their operations. We’re here for you to build schedulers, automate bookings, and ensure on-time payment delivery. Try Practice, and join a growing community of coaches looking to improve their business.

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