User Adoption Becoming the Pied Piper explore engage
User Adoption: Becoming the Pied Piper explore engage elevate Chris Roberts CRM Manager Amicus. Horizon
Chris Roberts Worked for Amicus. Horizon for just over 10 years. Roles included: Customer contact centre Lettings Co-ordinator Performance Comms team Team Leader CRM Manager uk. linkedin. com/in/chrisroberts 1979 @redsfan 1979 explore engage elevate
Our story… • • About AH The Hothouse – where it all began Why CRM? The Strategy Delivering the Strategy Tracking Progress Pushing On The Results www. amicushorizon. org. uk Making homes, helping people
Our homes @CRMUGUK Making homes, helping people 40% of our homes are in London
What is Social Housing? Making homes, helping people 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. @CRMUGUK
About us Making homes, helping people Our History On 12 October 2009 nine housing associations became one - Amicus. Horizon Our aim We don’t make widgets, we change lives – We create homes and our priority is keeping customers in them @CRMUGUK
Our customers Making homes, helping people Socially, Financially or Digitally Excluded Social & Private Rented Women’s Refuges Shared Owners & Leaseholders @CRMUGUK Adults with mental health issues Sheltered & Homes for older people
World Class Training @CRMUGUK Making homes, helping people
Happy staff = Happy customers @CRMUGUK Making homes, helping people
The Hot House Making homes, helping people • A team of 50 went to BT innovation centre in Ipswich • 3 creative days (7 am to 7 pm) fuelled by sugar • Used customer stories to understand where we could improve • Looked at finding innovative solutions • CRM started to take shape… @CRMUGUK
Why CRM? • Log every customer contact for “One view” of: o Customers o Files o Homes • Improve customer profiling – tailor services to meet needs • Advantages: o o o Efficient – view other systems Workflows Visual cues Nothing gets lost Agent to expert @CRMUGUK Making homes, helping people
Our seven point plan Making homes, helping people 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 @CRMUGUK
Delivering the strategy • Getting started – Dec 2010 Ø Set up a project team with representatives from across the business Ø Team of 7 met twice a week Ø Identified how customers contacted us Ø Process map – As is Ø Process map – 2 Be’s @CRMUGUK Making homes, helping people
The first go live went a bit… @CRMUGUK Making homes, helping people
Going Live • Getting CRM off the ground – Dec 2011 Ø Focused on a small team – involved in testing/feedback Ø Identify their key touch points Ø Brought over historical complaint data Ø Identified the customer detail required Ø Developed visual cues to quickly identify need @CRMUGUK Making homes, helping people
Training the rest of AH Ø Ø Ø Ø 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 @CRMUGUK Making homes, helping people
Training – 1 st 7 Months (2012) Making homes, helping people Staff access to CRM Full Read only 499 474 428 328 261 May @CRMUGUK 317 361 341 298 275 273 228 June July Aug Sept 203 Oct 194 Nov
Tracking Usage Making homes, helping people • Developed reports to identify: Ø How many cases/activities were being logged (inside and outside the contact centre) Ø Number of open actions Ø Case types being logged especially uncategorised (other) case types Ø Share the information Empower management teams to discuss data with their staff @CRMUGUK
Usage – 1 st 8 Months (2012) Making homes, helping people Calls to Housing management cases raised in CRM Calls 16559 16504 Cases @ Response 14848 14164 14777 12431 10188 14505 12454 14032 13760 12386 15206 13442 10420 8682 April @CRMUGUK May June July Aug Sept Oct Nov
Communication • Monthly reports to senior management teams Ø Usage Ø Outstanding actions Ø Savings (time/money) • Monthly CRM Digests Ø Advise of changes Ø Share good news stories Ø Hints & Tips • One stop CRM Share. Point page Ø Access to quick guides Ø Regular posts @CRMUGUK Making homes, helping people
Pushing on Making homes, helping people Gone live? You’re just getting started… Ø PEGS Ø Enable users to tell you the good, the bad and the ugly Ø Dashboards Ø Because they’re pretty Ø Business challenges Ø Identify issues that CRM could help with - before you’re asked Ø Changes don’t need to cost £, 000 s @CRMUGUK “Winning the Rugby world cup was not about doing one thing 100% better, but about doing 100 things 1% better” Sir Clive Woodward
CRM’s impact on the contact centre Call volumes 13/14 – 25, 511 14/15 – 22, 734 Talk time + Wrap up 13/14 – 615 secs 14/15 – 435 secs @CRMUGUK Making homes, helping people Curing the bank holiday blues May 2015 • No of calls: 1303 Reduced by 100 • Grade of service: 87% Increase of 4. 7%
Positive impact on customers Using CRM we’ve helped customers claim: • Over 400 Discretionary housing payments • £ 261 k in ‘one off’ lump sum payments • £ 1. 4 million in extra income/benefits Making homes, helping people “They were absolutely brilliant. So helpful in a time of crisis, I was very grateful” And …. “Time taken to get • 100% Customer satisfaction (FI Team) everything organised was • 1160 FI cases created brilliant. A weight was • 100% customer satisfaction (with FI service) taken off my mind. ” • 0% No increase in arrears despite Welfare Reform @CRMUGUK
Positive impact on customers Making homes, helping people “The great thing about fact-based decisions is that they overrule the hierarchy“ Jeff Bezos – Amazon founder ü Log and track complaints to completion Reduced complaints from a total of 750 to 43 in 3 years ü Provide support to customers who contact us 10+ times a month – No of customers reduced from 133 to 26 in 10 months ü Channel shift customers who call to pay their rent – Reducing transaction costs @CRMUGUK ü Identify customers affected by severe weather conditions - Ensuring we deal with those repairs quickly ü Categorise service failures Identify areas for improvement ü Tailor training - Train colleagues on issues affecting our customers. Ensuring more right first time and a great customer experience
Supporting Others @CRMUGUK Making homes, helping people
The hard work pays off @CRMUGUK Making homes, helping people
A few pointers Ø Ø Making homes, helping people Develop a strategy/link CRM to a current one Get users involved early Understand how/why colleagues will use the system Manage expectations Ø Marginal gains with a few big bangs Ø Be proactive Ø How can you help the business? Ø Be resilient @CRMUGUK
Making homes, helping people Any questions? www. amicushorizon. org. uk
explore engage elevate Please fill in your feedback forms for this session! Chris Roberts CRM Manager Amicus. Horizon
About me Worked for Amicus. Horizon for just over 10 years. Roles included: Customer contact centre Lettings Co-ordinator Performance Comms team Team Leader CRM Manager uk. linkedin. com/in/chrisroberts 1979 @redsfan 1979 explore engage elevate
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