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CRM and Service Delivery The Helena Story

CRM and Service Delivery The Helena Story. Louise Hodgson Nasrin Fazal CRM Strategy Manager Head 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 .

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CRM and Service Delivery The Helena Story

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  1. CRM and Service Delivery The Helena Story Louise Hodgson Nasrin Fazal CRM Strategy Manager Head of Programme Delivery

  2. Target CRM – The Path so Far

  3. What is CRM? • Put your customer at the heart of everything you do • Understanding • Strategy and future • Processes

  4. 2. Supported by IT software which • must be • Flexible • Integrated • Easy to use What is CRM?

  5. What is the CRM Cycle Process?

  6. CRM: Delivering Customer Excellence Deal with one person for the whole experience Flexibility to meet individual customer requirements Communication and information that is relevant to them Telling us only once about changes in circumstances Customer Recognitionof who they are – history and potential Ease of access to information

  7. Why choose CRM in the HA business? • Customer vs Property • Proactive approach • Transactions (who, what, how and why?) • Customer information capture • Flexibility BIG DATA ???

  8. Customer Insight at Helena • Tesco • Experian • Data shared – 8 segments • Profiles – lifestyle and access • Propensity Models

  9. TENANCY SUPPORT ASB LETTINGS EMPLOYMENT RENTS Data Warehouse WELFARE REFORM HOUSING DOMESTIC VIOLENCE

  10. One Application & Only One • Speed up interaction • ‘Straight through processing’? • Seamless to back office • Efficiency savings • Log job story

  11. Transactions • History of all communications • Communication to action to referral • Helena’s Clubcard • Efficiencies both in usage and understanding • Customer insight • Suite of reports

  12. Proactive Indicators & Customer Insight • From ‘All’ to ‘Segment’ to ‘Individual’ • Hassle factor & bypass • Refreshed by communication or nightly • Set by screen, priority, business critical

  13. 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

  14. 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

  15. 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!

  16. Transformation Programme Welfare Reform • Right tenant • Right service offer • Right support • Right place • The role of technology in service delivery

  17. Transformation Programme Service Delivery Strategy • Channel Shift • CRM • Mobile Platform • Unified Communications • Repairs and Maintenance

  18. Summary • CRM • Customer Insight • Service Delivery Strategy • Value for money • Customer satisfaction • Getting the IT right

  19. Any Questions

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