CRM & Contact Center Business Analyst

Role Synopsis

The CRM & Contact Center Business Analyst owns patient journeys and engagement processes and acts as the bridge between business teams, contact center operations, IT, and external vendors. This role will own the CRM design and configuration, optimize lead management workflows, define and document specialty-wise processes, integrate CRM with internal and external systems, and build campaigns and automated dashboards to drive measurable patient satisfaction, conversion, engagement, retention, and lifetime value.

Key Responsibilities

• Requirements Gathering, Workflow & Process Design

• Conduct workshops with marketing, digital, call center, operations, clinical, and IT teams to capture and document detailed business requirements.
• Map, design, and document end-to-end lead management workflows, contact center call flows, escalation processes, and re-engagement workflows.
• Define and maintain specialty-wise workflows accounting for treatment types, urgency levels, consultation preferences (tele/in-person), and condition-specific nuances.
• Define and manage data integrations between CRM and other systems like HIS, EMR, Contact Center Software, Clevertap, Digital Channels, WhatsApp, SMS, etc.
• Build Reports and Dashboards to track key Operational & Business metrics
• Translate business requirements into BRDs, FSDs, and user stories.
• Ensure workflows align with business goals, compliance requirements, and patient experience standards.

• CRM Configuration

• Own the overall CRM configuration and design for capturing, routing, nurturing, and converting patient leads across all channels (Digital, Inbound Calls, Outbound Calls, Walk-ins), categories (Enquiries, ER, International, High-Value) and business lines (OP, Pharmacy, Diagnostics, Radiology, IP, etc.)
• Define/Document specialty-wise lead scoring, routing rules, SLA frameworks, and escalation pathways
• Design, test, and deploy campaigns, automation workflows, and triggers tailored to each specialty and patient type (new vs. returning)
• Bring information used by Call Center agents from external sources (Excel Sheets, Website, HIS, EMR, etc.) into the CRM

• Campaigns & Automation

• Build lifecycle campaigns in CRM tailored to patient status (lead, booked, post-consult, admitted, discharged, lost) and specialty.
• Automate communication across multiple channels (SMS, Email, WhatsApp, Voice) based on patient engagement behaviour, medical events, and preferences.
• Run reactivation and retention campaigns for lost or dormant patients with specialty-specific messaging.

• Stakeholder collaboration & engagement

• Engage with internal stakeholders (marketing, digital, operations, clinical, IT) and external vendors.
• Conduct UAT, document test results, and create SOPs and training material.
• Enable and train call centre agents, counsellors, and field teams on CRM SOPs and processes.
• Drive system adoption and be the first point of contact for CRM and contact center queries.

Key Requirements

• 6 to 8 years in CRM process definition, implementation and management, preferably in healthcare or high-touch service industries.
• Proven experience with LeadSquared/Salesforce/MS Dynamics or similar CRM tools, and knowledge of healthcare workflows preferred.
• Strong understanding of contact centre systems like Ozonetel/Exotel/Genesys, including IVR, agent routing, and call dispositioning.
• Experience working with HIS/EMR integrations and healthcare data flows.
• Ability to break down complex patient journeys into data-driven, automatable CRM workflows.
• Excellent cross-functional, analytical and problem-solving skills.

deepti.modani@carehospitals.com