“Developing strategies to promote a customer focussed culture”

1. “Developing strategies to promote a customer focussed culture” Presentation by Andrew Bircher

2. What am I going to talk to you about…? Now Culture change A vision Structural Vehicles of change Productivity Process Future So, you’ve got CRM, what now?

3. Culture change programmes “All my life I said I wanted to be someone… I can see now I should have been more specific.”

4. Culture change programmes What is Culture? The set of habitual and traditional ways of thinking, feeling and reacting that are characteristic of the ways a particular society meets its problems at a particular point in time.

5. Culture change programmes • Embed a culture that puts the customer in the driving seat. Some top tips for culture change… • focus on the vision • diagnosis is key • obtain and nurture sponsorship • culture change is not an isolated program • create demand for culture change • create demand for culture change • support the employees • incorporate quick wins • encourage open communications • make culture change measurable • be persistent

6. Start with the vision… • Do we need a vision? • Elmbridge Borough Council • Reigate & Banstead • Lloyds TSB Wealth Management • Elmbridge BC has a vision for where it wants to be: “to be recognised as one of the best Borough Councils by 2008” • A subset of that is a vision for Customer services “that EBC provides a quality of service to its customers that is amongst the best in the country” • Mission statement • Brand values • Living the brand

7. Structural approach • Create a business unit known as Customer Services • Reigate & Banstead vs Elmbridge approach • Key issues – what does the customer services unit do, and relationships with the other units • An owner of the customer experience, often linked to other roles e.g. Local Taxation, IT, Facilities, Committee Services • Customer Services to comprise: • Help Line, Help Shops, Help On-Line, Community Intelligence, Community Engagement, Complaints

8. Partner organis-ations An organisational Structure for CRM / Elmbridge General Public, Special Interest Groups etc. Web • Telephone • Help Shop • e-mail / letter • Transactional Web site • Visit to Council Offices • Home visit Members Customer Services Some front facing activities CXs directorate Leisure Services Community Support Local Taxation Environmental Care Building Control Environmental Health Housing Services Town Planning Finance and Audit Information Systems Policy, Comms, Members services, Personnel Legal and Property Intranet and integrated systems architecture Extranet

9. Another structure… Service c Service b Service d Customer Services Service e Service a Service g Service f

10. Ensure the right vehicles for change in place • Umbrella group / Change programme • Training programmes • Management development programmes • Staff survey (and carry through on it) • Lunches with the chief exec • Communication plans – open and varied • Members on board (story board / why good for them) • Fish Video • Management teams • Literature content • complaints leaflet, define a complaints; don’t hit us, please

11. Target productivity… • Use call centre stats • Monitor calls taken – listen in • Expand the role of staff continuously • Subject matter experts • Specific duties • Staff suggestions scheme • Parties – reward with fun • Find a way to reject organisational policy if it does not fit your needs e.g. flexitime / pay structures / recruitment • Deal with absence and other issues as they arise • Reward flexibility (10% volunteers) • Shout about success

12. Process junkies… • Innovation room • Get all the relevant people together • Empowered to make decisions, and changes • Slow build up vs 80% approach

13. Pest control - current scenario

14. Pest control - future scenario Customer answers all questions whilst on Call made to Customer End Customer call telephone Customer Services Establish Make an Run a Update Nature of Check if Appointment Request the postcode property problem. Take Customer is on the Pest name of the check in database, Provide Payment on any Control Customer Services Customer Uniform to get Case advice Benefits Officer's find address Ref. No. where calendar possible. SX3 CAPS Icon CAPS E Directory Novell Unifor Benefits Payments Uniform Groupwise m system system Retrieve Update Carry out Jobsheet Pest Control Officer Case closed Uniform Treatment from system Uniform

15. Analyse what CRM is telling us…? • Skills and resources • Do council’s have the right people • Do we have the right intelligence / analysis capability • Highly specialised – outsource / bring in skills • Collect the right data • How do we use that data • Performance management

16. Analyse what CRM is telling us…? • Customer segmentation. How do we use this to tailor services? • Tesco clubcard example • British gas market segmentation • Single customer view • Should we develop marketing departments • Do we understand the key drivers (Mori research)

17. Any questions?