Case Study: ICD009: Putting the Customer at the Core
Drivers
- Implementation of a CRM system to support relationship strategy
- External validation of customers’ requirements to be matched to the new IT system and its capabilities
- Desire to create a truly customer led process
The client, a building society, was in the process of implementing a large scale CRM strategy involving the redevelopment of technology based systems to support the customer process. With relationship management at the heart of their commercial strategy, the client was keen to ensure that the new technology was aligned with its CRM objectives and that it adequately supported its customer activities.
Inputs
- Quality assessment of the project work carried out to date
- Review of all customer processes and customer input to these
- Development of a customer experience design for mortgage applications
- Training for the project team on customer experience design methodology
Consultants worked with the project team to quality assess their key customer processes in relation to the capabilities that the new IT system would bring to support the business in its customer facing activities. A bespoke Customer Experience Design workshop and training pack was developed for key personnel, to facilitate transfer of skills and to work through a typical process.
Deliverables
- Short report on gaps
- Workshop with project team to develop Mortgage Customer Experience
- Transfer of customer experience design skills
- Development of materials for training and further roll out
In addition to the transfer of customer experience design skills to the key members of the project team, the client had a fully mapped out mortgage application process which had been aligned to the new technology systems and fitted within their overall CRM strategic objectives.
Outputs
- A revised mortgage application process
- Staff trained can be deployed across a number of business processes
- Client has skills to identify gaps if they exist in developing their technological solution to support customer requirements
Utilising the training and new skills, these techniques can be transferred to whatever processes, new products and services that need to be designed to ensure that both systems and structure reflect and incorporate needs and wants.