Camden Council CRM or not CRM that is the question ! Friends, colleagues, countrymen, lend me your ears; Do we come to bury CRM, and not to praise it;

Camden CouncilCRM or not CRM that is the question !

Friends, colleagues, countrymen, lend me your ears; Do we come to bury CRM, and not to praise it; The evil that Systems do lives after them, The good is oft interred with their bones, So let it be with CRM...

CRM it is – at least to the IT Department ....

“Information Technology has a polarising effect on managers ; it either bedazzles or frightens. Those who are afraid of it shun it, while bedazzled IT Departments frequently become prisoners of their own fascination, constructing elaborate technology architectures and enterprise information models…But such technocratic solutions often specify the minutiae of machinery while disregarding how people [work ]”

Thomas Davenport – Harvard Business Review March – April 1994

Sound familiar????

CRM – The e-government Imposition

E-government positioned CRM as a technology seeking a solution rather than as a solution to a business need

Legacy : To many users CRM is a technology straitjacket that ties the organisation in knots, stops change happening and costs more money i.e. CRM it is not!!!

New Phase - Different national focus shaping local delivery

Gershon Report

- Cost Reduction

- Staff Productivity

- Back Office Changes

Sir David Varney

- Shared Services

- Self Service

- Joined-up Services

Participation- Level 1: Internal

Redesign- Level 2: Redesign

Shared with External Partner

- Level 3: Redesign with two Others

- Level 4: Redesign with all 3 Key Plans- Customers- Suppliers- Partners

Participation

Transforming Customer Service - Beyond Re-engineering to X-engineering

Service Proposition- Customisation- Innovation- Price- Quality- Speed- Variety- Service Pr

opos

itio

n

Process

Process - Inside (Traditional BPR focus)- Inside Out (New BPR focus)- Outside In (New BPR focus)

Social Services Switchboard

Camden Information Helpline

Schools Admin. Service

Council Tax & Benefits

Reception Points Concierge

Housing Needs

Electoral Services

Race Hate Helpline

Housing Self Assessment

Camden’s Customer

Relationship Management

System

Registrars 2005

CRM – Camden’s Potted History

Building Control

Consumer Protection

Adult Social Care

HR

Cashiers Payment System Softphone

Wellness Card

X-Engineering –V- Re-engineering Customer ServiceRe-engineering and X-engineering are alike in that they both make it possible to greatly improve business performance. They both require radical rethinking and fundamental change, and they both have a process focus. Then they part company. Re-engineering is applied within the organisation largely to cut costs, raise quality and increase speed and productivity…[X-engineering] promises vast improvements in operations and processes across organisations, that is among companies and their suppliers, partners, and customers. James Champy– X-engineering the Corporation

Just some of the Technology Issues!!!

Citizen confidence in on line systems and their privacy

Legacy systems, including CRM, that were designed for a different purpose

Building a single and composite view of the customer interactions across external and internal services

Challenges of integrating disparate systems

Master data index management

CRM evolving into enterprise case management?

CRM or not is the question?

Yes and No - if only it was that simple..

No as the driver of change

Yes as the enabler of change

BUT

Only in the context of a business strategy with X-engineering as a transformation methodology

With a clear place in the Council’s Customer Service and Channel strategy

Camden CouncilCRM or not CRM that is the question !

“My heart is in the coffin there with CRM, And I must pause till it come back to me. “