1. “Developing strategies to promote a customer focussed culture” Presentation by Andrew Bircher

2. 2 What am I going to talk to you about…? Now –Culture change –A vision –Structural –Vehicles of change –Productivity –Process Future –So, you’ve got CRM, what now?

3. “All my life I said I wanted to be someone… I can see now I should have been more specific.” Culture change programmes

4. 4 What is Culture? The set of habitual and traditional ways of thinking, feeling and reacting that are characteristic of the ways a particular society meets its problems at a particular point in time. Culture change programmes

5. 5 focus on the vision diagnosis is key obtain and nurture sponsorship culture change is not an isolated program create demand for culture change support the employees incorporate quick wins encourage open communications make culture change measurable be persistent Embed a culture that puts the customer in the driving seat. Some top tips for culture change…

6. 6 Start with the vision… –Do we need a vision? Elmbridge Borough Council Reigate & Banstead Lloyds TSB Wealth Management –Elmbridge BC has a vision for where it wants to be: “to be recognised as one of the best Borough Councils by 2008” –A subset of that is a vision for Customer services “that EBC provides a quality of service to its customers that is amongst the best in the country” –Mission statement –Brand values –Living the brand

7. 7 Structural approach –Create a business unit known as Customer Services Reigate & Banstead vs Elmbridge approach –Key issues – what does the customer services unit do, and relationships with the other units –An owner of the customer experience, often linked to other roles e.g. Local Taxation, IT, Facilities, Committee Services –Customer Services to comprise: Help Line, Help Shops, Help On-Line, Community Intelligence, Community Engagement, Complaints

8. 8 Extranet Intranet and integrated systems architecture General Public, Special Interest Groups etc. Finance and Audit Partner organis- ations Information Systems Policy, Comms, Members services, Personnel Legal and Property Some front facing activities CXs directorate Leisure ServicesCommunity Support Local TaxationEnvironmental Care Building ControlEnvironmental Health Town Planning Housing Services Visit to Council Offices Home visit Telephone Help Shop Web e-mail / letter Transactional Web site Members Customer Services An organisational Structure for CRM / Elmbridge

9. 9 Another structure… Customer Services Service b Service g Service f Service e Service d Service c Service a

10. 10 –Umbrella group / Change programme –Training programmes Management development programmes –Staff survey (and carry through on it) –Lunches with the chief exec –Communication plans – open and varied –Members on board (story board / why good for them) –Fish Video –Management teams –Literature content complaints leaflet, define a complaints; don’t hit us, please Ensure the right vehicles for change in place

11. 11 Target productivity… –Use call centre stats –Monitor calls taken – listen in –Expand the role of staff continuously Subject matter experts Specific duties –Staff suggestions scheme –Parties – reward with fun –Find a way to reject organisational policy if it does not fit your needs e.g. flexitime / pay structures / recruitment –Deal with absence and other issues as they arise –Reward flexibility (10% volunteers) –Shout about success

12. 12 Process junkies… –Innovation room –Get all the relevant people together –Empowered to make decisions, and changes –Slow build up vs 80% approach

13. Pest control - current scenario

14. Pest control - future scenario Pest Control Officer Customer Services Customer Call made to Customer Services Establish Nature of problem. Provide advice where possible. Run a postcode check in Uniform to find address Request the name of the Customer Check if Customer is on any Benefits Make an Appointment on the Pest Control Officer's calendar Take Payment CAPS Unifor m SX3 Benefits system Novell Groupwise Icon Payments system End Customer call Update property database, get Case Ref. No. Retrieve Jobsheet from Uniform Carry out Treatment Update Uniform system Case closed CAPS Uniform Customer answers all questions whilst on telephone E Directory

15. 15 –Skills and resources Do council’s have the right people Do we have the right intelligence / analysis capability Highly specialised – outsource / bring in skills –Collect the right data How do we use that data Performance management Analyse what CRM is telling us…?

16. 16 –Customer segmentation. How do we use this to tailor services? Tesco clubcard example British gas market segmentation –Single customer view –Should we develop marketing departments –Do we understand the key drivers (Mori research) Analyse what CRM is telling us…?

17. Any questions?