CRM and Service Delivery The Helena Story Louise HodgsonNasrin Fazal CRM Strategy ManagerHead of Programme Delivery

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 business 2013 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) Understanding b) Strategy and future c) Processes

What is CRM? 2. Supported by IT software which must be a)Flexible b)Integrated c)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

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