RNIB's CRM Programme

Jane DealChief Information Officer, Citizens Advice (Former Head of IKS at RNIB)

Germaine FaulknerProgramme Manager - Customer RelationshipManagement, RNIB

This presentation covers…

• History of the programme• Overview of the CRM Programme

using Gartner's '8 Building Blocks'• What we have done• Challenges

The CRM Programme

•Introducing a step change in capability for RNIB•Cross cutting•Enabling the CRM strategy•Started (in earnest) July 2010•Delivery date September 2013

History of the Programme

Drivers:• Multiple customer 'databases'• Service focus• Limited customer

experience/relationships• Limited corporate knowledge• Inefficiencies• DPA compliance risk

History of the programme (2)

Programme under way• Business Case agreed• Vision and Blueprint developed• Requirements gathered• Current state analysis completed • Target model about to start…

Organisational change• Supporter databases x 2

Revised CRM ProgrammeNew business case Revised architecture2012 Gartner Health Check

Gartner's 8 building blocks to CRM

• CRM Vision• CRM Strategies• Valued customer experience• Organisational collaboration• CRM Processes• CRM Information• CRM Technology• CRM Metrics

VISION

Gartner Building Block Stage 1

Vision• Customers are RNIB Customers

• Continuous improvement of the customer experience

• Provide the services our customers want from us  

• Understand and maximise mutual value

• Make it easy for customers to access the services they need

• Actively protect the integrity and confidentiality of the information customers entrust to us.

Current Challenges

• Making it useful and relevant

• Keeping it relevant

STRATEGY

Gartner Building Block Stage 2

RNIB customer strategy objectives

• Extend reach into groups of customers to whom we can bring and /or receive the greatest value.

• Deepen existing relationships.

• Enhance customer satisfaction.

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The sight loss journey - common patterns

Em

otional state

Diagnosis

Crisis

Contact

CopingPre-diagnosis

Time

Challenges

Answering the following questions:• "What does it look like?"

• " Why do we need it?"

• "What will it enable us to do that we don't do now?"

Acceptance into the corporate planning framework

CONSISTENT VALUES-CUSTOMER EXPERIENCE

Gartner Building Block Stage 3

The beginnings of a cross group customer journey

Time

Em

otional state

Diagnosis

Crisis

Contact

CopingPre-diagnosis

Local Action teams

Living with Sight Loss programme

-CYP

-Employment

support

RNIB Helpline

Long term support

services - NLS/

Membership etc

RNIB Advice Line and “triage” service

ECLO and third party

referral

New customers

from Helpline

New customers from local

Action acquisition

activity

Co-production

Current Challenges

• What happens to services that do not support the customer journey?

• Managing organisational resistance to change.

• Turning the idea of 'cross group' customer journey's into reality.

ORGANISATIONAL COLLABORATION

Gartner Building Block Stage 4

Potential collaboration areas

• Communications planning.

• Corporate relationship management.

• Data governance.

Customer communication planning

HarmonyCollaboration Customer campaigns:

• Planned

• Focused

• Measurable

• Positive

• PrioritisedOutcomes and ROI

Relationship Management

• Building and protecting relationships with professionals and organisations.

• Common understanding of professionals' and organisations' wants and needs by sector.

• Presenting a package of services that meets those needs.

Insight Team

Turn raw data into 'actionable knowledge'Use knowledge to improve:

• marketing and communication activity

• customer experience

• customer outcomes

Share customer knowledge with the organisation as part of the 'feedback loop'

PROCESSES

Gartner Building Block Stage 5

Membership

Lengthy renewal process (non-direct debits)Follow-up calls reduced to 1

Membership team have no visibility when membership pack sentWelcome Pack Issue Date automatically updated on system

INFORMATION

Gartner Building Block Stage 6

Data Governance Framework

Sets out the rules ofengagement for theorganisation at two

levels:

• Data Governance

- Strategic

- Static

• Data Management

- Dynamic

- Operational

Data quality maturity modelO

pti

Organised

Defined

Managed

Initial

Direct

ion

of tr

avel

Current challenges

• Cleansing data.• Lack of suitably qualified data staff.• Amount of data to cleanse.• Embedding good practice.• Senior Management engagement.

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TECHNOLOGY

Gartner Building Block Stage 7

Systems integration

Data Hub

Ascent CRM

Website

Ascent NFP

RBSData

Warehouse

Sage

External data suppliers

Digital telephon

y

Crystal

Faststats

Proposed solution

Current challenges

Pushing current infrastructure to the limit

Balancing BAU activities with complex project requirements

System ownershipUnderstanding post

go live requirements

METRICS

Gartner Building Block Stage 8

Proposed CRM Lifecycle

Analyse

Develop customer

knowledge bank

Define customer

segments and associated

values

Plan

Develop customer

journey's/strategies

Develop targeted communications

for customer segments to support the

journeyDesign, create

and implement a rolling group

communication plan

Interact

Pro-active customer contact

Re-active customer contact

Measure

Custom reports

Key performance metrics

Scorecards

Current challenges

• Identifying meaningful KPI's for each stage of the customer strategy and CRM lifecycle.

• Establishing feedback loops to share knowledge and insights

• Implementing change as a result sharing insight

Parting thoughts…

• CRM programmes are not easy.• Having a single customer view is a route

to better CRM; it will not deliver benefits on its own.

• Start with a customer strategy and invest time in assessing data quality.

• Focus on business and culture change as well as the system.

Thank you.

Any questions?