1. explore engage elevate User Adoption: Becoming the Pied Piper Chris Roberts CRM Manager AmicusHorizon

2. exploreengageelevate Chris Roberts Worked for AmicusHorizon for just over 10 years. Roles included: Customer contact centre Lettings Co-ordinator Performance Comms team Team Leader CRM Manager uk.linkedin.com/in/chrisroberts1979 @redsfan1979

3. www.amicushorizon.org.uk Making homes, helping people Our story… About AH The Hothouse – where it all began Why CRM? The Strategy Delivering the Strategy Tracking Progress Pushing On The Results

4. Making homes, helping people @CRMUGUK 40% of our homes are in London Our homes

5. Making homes, helping people @CRMUGUK Social housing provides affordable accommodation to people on low incomes. Limits to rent increases (set by law) ensure rents are kept affordable. Homes are allocated according to the local council’s allocation scheme. Councils can decide who is or isn’t eligible to go on the waiting list for social housing. What is Social Housing?

6. Making homes, helping people @CRMUGUK Our History On 12 October 2009 nine housing associations became one - AmicusHorizon Our aim We don’t make widgets, we change lives – We create homes and our priority is keeping customers in them About us

7. Making homes, helping people @CRMUGUK Social & Private Rented Women’s Refuges Sheltered & Homes for older people Adults with mental health issues Shared Owners & Leaseholder s Socially, Financially or Digitally Excluded Our customers

8. Making homes, helping people @CRMUGUK World Class Training

9. Making homes, helping people @CRMUGUK Happy staff = Happy customers

10. Making homes, helping people @CRMUGUK The Hot House A team of 50 went to BT innovation centre in Ipswich 3 creative days (7am to 7pm) fuelled by sugar Used customer stories to understand where we could improve Looked at finding innovative solutions CRM started to take shape…

11. Making homes, helping people @CRMUGUK Log every customer contact for “One view” of:  Customers  Files  Homes Improve customer profiling – tailor services to meet needs Advantages:  Efficient – view other systems  Workflows  Visual cues  Nothing gets lost  Agent to expert Why CRM?

12. Making homes, helping people @CRMUGUK 1.Learn from customers and the best 2.Value for Money 3.Our people 4.Technology 5.Face to face 6.Complaints 7.Service standards Our seven point plan

13. Making homes, helping people @CRMUGUK Delivering the strategy Getting started – Dec 2010  Set up a project team with representatives from across the business  Team of 7 met twice a week  Identified how customers contacted us  Process map – As is  Process map – 2Be’s

14. Making homes, helping people @CRMUGUK The first go live went a bit…

15. Making homes, helping people @CRMUGUK Going Live Getting CRM off the ground – Dec 2011  Focused on a small team – involved in testing/feedback  Identify their key touch points  Brought over historical complaint data  Identified the customer detail required  Developed visual cues to quickly identify need

16. Making homes, helping people @CRMUGUK Training the rest of AH  A single ‘simple’ lesson plan  Consider different learning styles  Explain why we should use the system  Explain how to use it  Use ‘Real world’ scenarios  Provide quick guides for each action  Allow a decent amount of time for training  Identify super users

17. Making homes, helping people @CRMUGUK Training – 1st 7 Months (2012)

18. Making homes, helping people @CRMUGUK Tracking Usage Developed reports to identify:  How many cases/activities were being logged (inside and outside the contact centre)  Number of open actions  Case types being logged especially uncategorised (other) case types  Share the information Empower management teams to discuss data with their staff

19. Making homes, helping people @CRMUGUK Usage – 1st 8 Months (2012)

20. Making homes, helping people @CRMUGUK Monthly reports to senior management teams  Usage  Outstanding actions  Savings (time/money) Monthly CRM Digests  Advise of changes  Share good news stories  Hints & Tips One stop CRM SharePoint page  Access to quick guides  Regular posts Communication

21. Making homes, helping people @CRMUGUK Gone live? You’re just getting started…  PEGS  Enable users to tell you the good, the bad and the ugly  Dashboards  Because they’re pretty  Business challenges  Identify issues that CRM could help with - before you’re asked  Changes don’t need to cost £,000s “Winning the Rugby world cup was not about doing one thing 100% better, but about doing 100 things 1% better” Sir Clive Woodward Pushing on

22. Making homes, helping people @CRMUGUK Call volumes 13/14 – 25,511 14/15 – 22,734 Talk time + Wrap up 13/14 – 615 secs 14/15 – 435 secs Curing the bank holiday blues May 2015 No of calls: 1303 Reduced by 100 Grade of service: 87% Increase of 4.7% CRM’s impact on the contact centre

23. Making homes, helping people @CRMUGUK Using CRM we’ve helped customers claim: Over 400 Discretionary housing payments £261k in ‘one off’ lump sum payments £1.4 million in extra income/benefits And …. 100% Customer satisfaction (FI Team) 1160 FI cases created 100% customer satisfaction (with FI service) 0% No increase in arrears despite Welfare Reform “They were absolutely brilliant. So helpful in a time of crisis, I was very grateful” “Time taken to get everything organised was brilliant. A weight was taken off my mind.” Positive impact on customers

24. Making homes, helping people @CRMUGUK “The great thing about fact-based decisions is that they overrule the hierarchy“ Jeff Bezos – Amazon founder Log and track complaints to completion Reduced complaints from a total of 750 to 43 in 3 years Provide support to customers who contact us 10+ times a month – No of customers reduced from 133 to 26 in 10 months Channel shift customers who call to pay their rent – Reducing transaction costs Identify customers affected by severe weather conditions - Ensuring we deal with those repairs quickly Categorise service failures Identify areas for improvement Tailor training - Train colleagues on issues affecting our customers. Ensuring more right first time and a great customer experience Positive impact on customers

25. Making homes, helping people @CRMUGUK Supporting Others

26. Making homes, helping people @CRMUGUK The hard work pays off

27. Making homes, helping people @CRMUGUK  Develop a strategy/link CRM to a current one  Get users involved early  Understand how/why colleagues will use the system  Manage expectations  Marginal gains with a few big bangs  Be proactive  How can you help the business?  Be resilient A few pointers

28. www.amicushorizon.org.uk Making homes, helping people Any questions?

29. explore engage elevate Please fill in your feedback forms for this session! Chris Roberts CRM Manager AmicusHorizon

30. exploreengageelevate About me Worked for AmicusHorizon for just over 10 years. Roles included: Customer contact centre Lettings Co-ordinator Performance Comms team Team Leader CRM Manager uk.linkedin.com/in/chrisroberts1979 @redsfan1979