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CRM and Service Delivery The Helena Story. Louise HodgsonNasrin Fazal CRM Strategy ManagerHead of Programme Delivery. Target CRM – The Path so Far. What is CRM?. Put your customer at the heart of everything you do Understanding Strategy and future Processes . - PowerPoint PPT Presentation
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CRM and Service DeliveryThe Helena Story
Louise Hodgson Nasrin FazalCRM Strategy Manager Head of Programme Delivery
2009-2011• Options appraisal• What does the
business want• Developed in-
house• Specification• Testing• Training• Graphics• Enhancements
2012• ASB Case
Management• Workflow• Process reviews• Roll out to all
business2013• Roll out to all business
continues• Indicators• Admin module• B2B customers• Shared ownership
process• Complaints process
2014/5• Big data• Integrated
communications• Enhancements• Tenancy support
process• Anyone anywhere
Target CRM – The Path so Far
What is CRM?
1. Put your customer at the heart of everything you do
a) Understandingb) Strategy and future c) Processes
What is CRM?
2. Supported by IT software which must be
a) Flexibleb) Integratedc) Easy to use
What is the CRM Cycle Process?
Data•Target
• IBS
•Keystone
•Total
Mobile
CI Projects• Segments• Experian
• Propensity Models
Understand• Comms Preferences
• Service Desires• Process Reviews
Target• Marketing Services• Proactive Approach• Performance / Service Improvement
Flexibility to meet individual customer requirements
Deal with one person for the whole experience
Communication and information that is relevant to them
Telling us only once about changes in circumstances
Recognition of who they are – history and potential
Ease of access to information
Customer
CRM: Delivering Customer Excellence
Why choose CRM in the HA business?
• Customer vs Property• Proactive approach• Transactions (who, what, how and why?)• Customer information capture• Flexibility
BIG DATA ???
Customer Insight at Helena
• Tesco• Experian• Data shared – 8 segments• Profiles – lifestyle and access• Propensity Models
Up and Coming
More Safe and Secure
New Striving Families
More Settled Striving Families
Pride and Joy
Solitary and Surviving
Stretched Empty Nesters
Supported Pensioners
50.0 60.0 70.0 80.0 90.0 100.0 110.0 120.0 130.0 140.0 150.0
87.2
66.6
116.0
99.7
88.3
128.2
100.8
116.8
Comms through CRM by segment 2012-13
Data Warehouse
ASB
RENTS
DOMESTIC VIOLENCE
WELFARE REFORM
EMPLOYMENT
TENANCY SUPPORT
LETTINGS
HOUSING
One Application & Only One
• Speed up interaction• ‘Straight through processing’?• Seamless to back office• Efficiency savings • Log job story
Transactions
• History of all communications• Communication to action to referral• Helena’s Clubcard• Efficiencies both in usage and
understanding• Customer insight• Suite of reports
Proactive Indicators & Customer Insight
• From ‘All’ to ‘Segment’ to ‘Individual’
• Hassle factor & bypass• Refreshed by
communication or nightly
• Set by screen, priority, business critical
Case Management / Workflow
• Flexible workflow system for all processes• Generic case management system • Sub stages and next steps• Maps• Audit• Document storage• To-do-list
Customer Service Centre
• CRM launched January 2011• Average 16,500 calls per month• Intimacy and efficiency• Technically efficient• Single call resolution – 58% to 96%• Managed workflow handoffs • Customer Insight and Clubcard –
who, what, when, why
All customer facing staff
• New CRM case management system • CRM and Mobile Platform:
- Estate Management- Tenancy Support
- Income Recovery- Repairs Admin- Assets
• All staff that have contact with customers!
Welfare Reform• Right tenant• Right service offer• Right support• Right place• The role of technology in service delivery
Transformation Programme
Service Delivery Strategy• Channel Shift• CRM• Mobile Platform• Unified Communications • Repairs and Maintenance
Transformation Programme
• CRM• Customer Insight• Service Delivery Strategy• Value for money• Customer satisfaction• Getting the IT right
Summary
Any Questions