Welcome to STEP

Service Transformation Experience Programme

A project led by Leeds City Council

• £13 billion a year on public sector IT• 43 seconds on website• rising expectations, lower tolerance• political landscape changing - 2000

+independent councillors• greater scrutiny - CPA, media• ongoing, accelerating, accumulating

technical development

Background

Customers!

Henley survey of 1000 people

•50% wanted to be able to talk to someone when they completed a transaction on the web

•48% expected a reply within one hour to an email to their bank (haven’t they heard of phishing??)

•28% wanted a reply within half an hour

Same research:

•37% trust banks•17% trust insurance companies•15% trust ?

Times 24 Jan 06

• development of technologies• impact on work and work processes• need to use technologies to leverage

efficiencies• need to develop new forms of work• need to develop new forms of management• understanding of interactions

What are the issues?

• producing, distributing and consuming information• providing a platform to deliver services• managing relationships with customers• managing staff• organisation and re-organisation of service delivery• organisation and re-organisation of the

administration of service delivery• improving product• decision making• knowledge management…

What is CRM for?

• controlling costs – reduce fraud– increase benefits– reduce duplication

• create joined up services• reduce risk• reduce costs to customers • basis for shared services• manage relationships with customers to deliver:

- consistency- standards- equality- quality

What can be achieved?

• some are well developed - but constantly face new challenges

• some have started and doing well

• some have started and are stuck

• some haven’t started

Where are councils at?

“Every new area we look at unravels something else - there is an endless opening of doors”

“Thought we had bought one thing, but it turns out to be something else”

“There seems to be a lot of hidden costs”

“There are lots of silos… they all think they are doing well”

Integration

•people•process•technology•information•partnerships•policies

not about just throwing everything together

Benefits Realisation

•cashable•non-cashable•tangible•non-tangible

multiple benefits can and should be identified

for any CRM project

‘Members and senior managers think they’ve already done it – they don’t see it as being an iterative process’

• fear, uncertainty, doubt• don’t work within ideal conditions• need to manage politics• acknowledge mistakes…

…learn from mistakes• technical mistakes will have been made…

…how are they going to be fixed?• housing example…

Change Management

Transformation

• leverage capacity by improving the way the council deals with customers

• move high volume, low intensity contacts from inexpensive channels (such as face to face) to lower cost channels (such as web, sms, email), without affecting the quality of service

• improve the quality of service

• measure customer requirements

• profile customer needs

“…soak up the easy stuff to enable capacity to be increased to deal more effectively with complex face to face interactions”

• Community of practice • 800 people on mailing list• huge amount of knowledge

and expertise• need to capture this

knowledge and make it available + visible

How does STEP fit in?

• case studies• briefing papers• knowledge hub• information exchange• information

distribution• ‘sanity check’

• access to a network• problem solving• STEP bulletin• mailing list

Events:• CRM problem solving workshops• CRM and Information management• What are the issues for district

councils?• Technical integration for non-

technical people• How to calculate the costs of CRM?

“We have a big CRM in our council, but we wonder if it will ever get properly used”

“The CRM in our council is not the one that the current CRM project team would have chosen - we have inherited it”

“The CRM has cost a lot of money, there is now a question as to whether it is costing too much money”

“It’s a tool; people in the organisation need to learn how to use it, and in some cases, they need to be shown”

Contact Details Danny BudzakSTEP ProjectLeeds City Council Apex CentreApex WayLeeds LS11 5AT

Email: danny.budzak@leeds.gov.uk

Thank you for your time

Please visit our website for more information

www.step-change.info