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

Need to drive through change

Become 24/7 Council

Manifesto commitment: TRANSPARENCY “chasing progress is a thing of the past”

Two Projects

Website Redesign

CRM Lite

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

Eye Tracking Technology

CRM Lite!

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

MyAccount

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

No huge software implementation

Implementing services can be done by council staff

Simple features to help customers raise and manage

their cases

Automated notifications to keep customers and the

council informed

Customers can add files, comments or notes to cases on

any device

The same interface provides instant chat functionality for

urgent response cases

All Cases are saved against a customer record with a

single view of customer

Solution provides a single view of the Council

for the customer

CXM - Improving Internal Service

● Internal usage for internal customers - facilities management

● IT Service Desk - workflow replacing individual email

Customer Relationship

Experience

Customers can add to their case in real-time

Cases are managed in a central view, on any device

Business users at RBWM set up the services!

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

Complex and heavily manual process!

Aspirations

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

DELIVER AN ‘AMAZON-LIKE’ EXPERIENCE WITH REAL-TIME SERVICE TRACKING

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 - Avoiding the Silos

MyAccount: creating a customer service ‘stack’

Connecting back office systems as customers tell us what they need

Customer Service through Collaboration

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

MISSION: 14 services in FOUR months!

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)

Bring members and staff along on the journey

8% Now > 60% Target

in 3 years Simpler, faster, better and cheaper

Thank you!

Digital by Choice

Bring customers along on the journey