Beginning in January 2009, South Liverpool Housing is in the middle of a multi-phase implementation of a new CRM system from Orchard Housing.
Having achieved a 2-star rating from the Audit Commission, SLH wanted to improve customer service using a CRM system and solve the difficulties it faced in the identification and retrieval of customer data held in various databases and Excel spreadsheets.
While a number of CRM systems were evaluated, SLH considered that Orchard Housing would not only deliver CRM but also streamline internal process, integrate well with its existing transactional housing functionality and remove the need for bespoke systems.
Ian Cresswell, head of ICT, South Liverpool Homes, said, “Orchard Housing is a key operational tool which allows us to shape services using tailored workflow solutions and maximises the investment we make in improving customer service.”
SLH’s CRM project was split into three phases: contact management and basic workflows; extending the workflow functionality; and developing new workflows for existing business processes.
The first phase of the CRM implementation went live in January 2009, incorporating 25 processes within one workflow to capture customer contact and enquiries. This introduction to new working practices allowed SLH staff to get used to the system before more complex workflows were developed later.
The second phase delivered four more workflows into non-customer facing operations, chosen because they were relatively straightforward, could be delivered quickly, and would have a significant impact on removing inefficiencies.
Phase three is now underway which involves developing several new workflows around SLH’s key business processes of voids and allocations. SLH is also planning to integrate Orchard Housing with its telephony system using CTI.
Orchard Housing has given SLH a better understanding of why its customers make contact, to tailor service delivery accordingly, and respond to areas of concern. The system also provides reporting on the rate of first-time resolution of enquiries and highlights staff training requirements. Following the introduction of the Orchard Housing system, first-time call resolution rates have now increased from 80 per cent to 98 per cent.
Wayne Gales, director of operations, South Liverpool Housing explained, “Companies too often make statements about ‘delivering world-class customer service’ without first considering if they have the necessary culture, skilled and motivated employees or systems to support such an objective. Over the past two years, SLH has invested heavily in its people, processes, and systems to make such a statement become more of a reality for our customers.
“Our integrated processes and systems let us complete over 95 per cent of all service requests successfully at first point of contact. Our new CRM system, coupled with a comprehensive staff development programme, has enabled SLH to deliver tailored services seamlessly and cost effectively.”
