CRM and Service DeliveryThe Helena Story

Louise Hodgson Nasrin FazalCRM Strategy Manager Head of Programme Delivery

2009-2011• 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

business2013• 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) Flexibleb) Integratedc) 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

Up and Coming

More Safe and Secure

New Striving Families

More Settled Striving Families

Pride and Joy

Solitary and Surviving

Stretched Empty Nesters

Supported Pensioners

55.0 65.0 75.0 85.0 95.0 105.0 115.0 125.0 135.0 145.0Up and Com-

ing More Safe and Secure

New Striving Families

More Settled Striving Fami-

lies

Pride and Joy Solitary and Surviving

Stretched Empty Nesters

Supported Pensioners

2012-3 87.2 66.6 116.0 99.7 88.3 128.2 100.8 116.8

87.2

66.6

116.0

99.7

88.3

128.2

100.8

116.8

Comms through CRM by segment 2012-13

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