Hillingdon First Card CRM Integration Mark Nangle Sector (UK) Ltd One of our strategic relationships is to provide IT development and support services to Hillingdon for their CRM system
Where is Hillingdon
Hillingdon Characteristics 250,000 + Residents Ethnically Diverse 30% BME Home of Heathrow Airport Home of Brunel University
Hillingdon Systems Onyx Oneserve CRM system Cisco IP Telephony 1 million + contacts / year 100 seat Contact Centre 100 Back Office CRM users
Customer Contact Strategy Migrate all customer contacts to Contact Centre Log all contacts in the CRM Aim to Close as many calls as possible in the Contact Centre
CRM data structures CRM contains property database, loaded from LLPG every night CRM contains People records matched and loaded from Council Tax system, HB system, Housing system etc., each night Multiple account records can be held against each person record, e.g. their Ctax account number, their HB account number etc.
Contact Recording Service Requests with specific subjects (e.g. Missed Bin Collections) created for specific People at specific Properties Fulfilment via integration using account number to back office systems Fulfilment via call log retrieval Fulfilment the CRM system is the operational management system
Hillingdon First the scheme Auto enrol all adults in the borough (150000+) Replacement for the Library card Parking Concessions Access to the Dump Local shop discounts
Key Operational Issues What data source for mass enrolment? How to manage the replacement of MOST library cards? How to manage the initial customer mass enquiry? How to manage the scheme ongoing? In The CRM
Step 1 - Library Some library users in CRM - some not Most library users should have card replaced - but not all (non adults non residents) Issues with different IT networks Issues with different address standards
Library Processing 1 Get extract files produced by Library system providers (Sirsi Dynix) of all Library user records (60,000) Arrange for transfer between networks Match library property records (PAF) to LLPG records in CRM Match existing libray people records to CRM people record Insert new library people records into CRM Creates our initial data source
Mass Enrolment Define our rules for ordering a card Produce the card creation data 150,000+ Send data off Get responses back Add the Smartcard Number to the person record as an Account in CRM Some scale and therefore timing issues
Library Processing 2 40000 library cards to be replaced Needed to cancel current card and add Hillingdon First number to S. Dynix system Library account number replacement process to coincide with delivery of card Lots of timing / scale issues But scheme launched, sit back and relax?
Initial Weeks Greatly increased call volumes What s this card for? How do I get a card? I don t want a card etc..
Ongoing steady state processing New card, Replacement card, Cancel card All logged as different types of incident in CRM Each night incidents gathered and transmitted Responses received and accounts updated in CRM Where required Library system updated with card number - synchronisation
High Level Interfaces
On Going Processing Summary CRM system is Councils internal Card Management System Holds and manages all card transactions from Library, Telephone callers, Web site Pushes data to allow easy Library enrolment for residents
The First Year (nearly) 22000 new cards issued since launch roughly 50 / 50 web and telephone request channels Demand peaks when new services added e.g. leisure concessions Managed by 0.5 FTE increase in contact centre
Future Developments More automation when residents arrive / leave borough via Council tax developments Maybe use as a platform to build on transactional web services Youth Card
Mark Nangle Sector UK Hillingdon Council Questions?