// The situation

The simple CRM Sunatman needs essentially functions as a central management system for all incoming prospective patient data from various sources such as Meta Ads, Instagram, Google, referrals or word of mouth, events, and manual input from the admin. This system doesn't need to be directly connected to complex WhatsApp automation, but it should be able to help the Customer Care team neatly record each lead, knowing who has been contacted, who needs to be followed up, when the next follow-up should be, and the level of interest of each prospective patient. With this system, each incoming lead becomes more than just a list of WhatsApp numbers, but rather a record with a clear history, status, priority, and follow-up actions. Each lead should include basic information such as the customer's name or ID, WhatsApp number, lead source, the prospective patient's age, the patient category, infant, child, or adolescent, the branch of interest, the date of first contact, the date of last communication, the customer's main needs or questions, and notes on important conversations. For Sunatman, patient age is quite important because it directly relates to the relevant service category and pricing. The branch of interest should also be recorded so that when the prospective patient becomes more serious, the admin doesn't have to go back and search for information from old conversations. A CRM should serve as a summary of the customer journey so that different administrators can understand the customer's past context. One of the main functions of a CRM is to organize the follow-up process. Each lead should have columns for the next follow-up date, the last follow-up date, the number of follow-ups completed, the results of the last follow-up, and the status of whether the follow-up is still safe, due, or overdue. This way, administrators don't have to rely on personal memory or reopen entire WhatsApp conversations every day. A CRM can provide markers such as "Follow-Up Today," "Overdue," "Not Needing Follow-Up Yet," or "No Further Follow-Up Needed." This system is crucial because many potential patients may not immediately make a decision when they first inquire. They could be comparing prices, discussing with their partner, waiting for the right time, waiting for a child to be ready, or still having concerns about the circumcision process. These leads need to be nurtured without being overly pursued. To help the team prioritize work, the CRM should also categorize leads into Hot, Warm, and Cold. A Hot Lead is a potential patient with strong signs of a purchase or booking, such as inquiring about a specific schedule, selecting a branch, stating a desired date, asking about availability, or stating they wish to register. A Warm Lead is a potential patient who has shown interest but has not yet made a booking decision, such as inquiring about pricing, methods, facilities, recovery processes, doctors, locations, or stating they are still considering. A Cold Lead is a lead who has only asked general questions, has not shown strong interest, is difficult to contact, or has been followed up with several times but has not responded. However, for Sunatman, the Hot, Warm, and Cold qualifiers should only be used in a sales context. Leads related to medical conditions, patient complaints, current patients, or emergencies should not be considered Hot Leads because they require treatment based on service needs, not sales potential. In addition to the Hot, Warm, and Cold qualifiers, CRMs should have more specific journey statuses. Simple statuses can range from New Lead, Contacted, Information or Consultation, Interested, Intent to Book, Schedule Submitted, Booking Form Sent, Appointment Confirmed, Converted, Not Interested, and Inactive. These statuses allow the team to understand each potential patient's status along the journey to treatment. For example, a customer who has just inquired about pricing can be in the "Information" or "Consultation" sta