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CRM Lite and MyAccount
Creating a touchless digital council
with customer needs first
Jacqui Hurd, Head of Customer Services
Need to Drive Through Change
● Council Tax cut for 6 successive years
● Avoidable contact still measured - 50% is
avoidable
● Investment in Agile methodology - 120
Mgrs / Team leaders have been trained
● Voice to text - integration with telephony
Website Redesign
Initial move to cloud completed in eight weeks Nov14 - Jan15
Redesign taking feedback from customers to iterate user experience
Discovering USER NEEDS
Working with SPACECRAFT Digital
Replace Salesforce.com, Lagan and Firmstep products for CRM Lite:
“Just deliver what the customer needs, with greater self-service”.
“Enable a ‘touch-less’ council - where delivery is automated”
“Provide a ‘real-time’ interface that is more powerful than instant chat and not as expensive as CRM”
Jadu CXM
● Decided to implement Jadu CXM after exhaustive selection
● Purchased on G-Cloud - partnered with Jadu to develop Green Waste subscription service as a pilot
● Also implementing Jadu eForms to enable business users to create digital services and payment forms
MyAccount
Enabling standard portal features of Jadu
MyAccount only focuses on what the customer wants and needs
Engagement layer for ALL Council services - no silo systems
Agile project
6 Sprints of work to map services and build workflows
Jadu added features to enable payments and automation
Video demo’s were shared every 2 weeks so RBWM could feedback
Jadu CXM Implementation
CXM - Improving Internal Service
● Internal usage for internal customers - facilities management
● IT Service Desk - workflow replacing individual email
Why Green Waste?
● Subscriptions currently handled in spreadsheets
● Requires recurring payment (£490,000
annually)
● Direct Debits currently manual offline process
● Manual renewal process
● Over 14,000 subscribers - only 5,000 are set up
on direct debit
Aspirations
● MyAccount for citizens - in progress ● “MyAccount” / member portal with heat
maps ● 2/10 transactions have Council
involvement, currently 6/10 ● Removal of silo systems:
Lagan, Firmstep, Salesforce, Capita Connect
MyAccount The Amazon portal experience
● Customers can track their forms and cases
● Look-up balances
MyAccount The Amazon portal experience
● Start a conversation when they need to and update when things change
MyAccount The Amazon portal experience
● See their historic cases and forms
● No “radio silence” - keeping customers informed of case updates via email and later via SMS
● Using a customer interaction service like CXM means that cases can be tracked
● Focusing on what customers want to do and need to do, rather than depending on IT suppliers silo’d portals
MyAccount: creating a customer service ‘stack’
Connecting back office systems as customers tell us what they need
Next Steps
SERVICE 1: Green Waste Being delivered with Jadu - LIVE in next 4 weeks
SERVICE 2: Other Waste ServicesDelivered by RBWM + Jadu
SERVICE 3 + : Complaints and Compliments Service delivered by RBWM
Tips / Lessons Learned
Prioritise the services that cost the most and customers find challenging
Invest in research led design to focus on USER NEEDS
Thoroughly research the partner you choose, call their customers
Invest in cloud, the right way (start small)
Prove your business case with a pilot service (start small)
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