Anglian Water Improves Customer Service with Cloud CRM Solution
Client:Anglian Water Business
- Prepare for increasing competition and improve business efficiency by rapidly replacing a legacy CRM system
- Migration, in just eight weeks, to Salesforce Service Cloud
- Transfer of knowledge from CSC
- Unified and simplified business planning and control
- Significantly improved information capture and sharing, and better use of staff time
- Gained a flexible platform and the skills to exploit it to support growth
When Legacy Becomes Limiting
For more than 10 years Anglian Water Business, the major supplier of water and wastewater services to businesses in the east of England, had been developing its in-house customer relationship management (CRM) system into a valuable tool for account management and customer support teams. But it had limitations that were starting to tell. It was difficult to log into the CRM system remotely; and not worth attempting if you didn’t have at least 45 minutes to spare. Account managers who travelled a lot couldn’t use short periods of free time to update the system, and could potentially forget useful information by the time they did update it.
Although its core functionality was flexible, the in-house system took a lot of manual effort to maintain and wasn’t easy to adapt or expand. Having an easily scalable, easily adaptable CRM system had become increasingly important to competitiveness as the non-household market served by Anglian Water Business continued to be deregulated. With businesses being given more choice over which water provider to use, potential new markets were opening. The business needed a CRM system that could easily support growth and enable a greater focus on efficient and effective management of existing customers.
It's Got to Happen Fast
Part of the challenge was to have greater visibility and control of the end-to-end customer sales, delivery and service process in one place. Key details, such as what was being delivered to each customer via technical services, were being captured and held in different systems, making it difficult to tie everything together.
The task facing Jonathan Clarke, Head of Systems and Service at Anglian Water Business, was to deliver a new CRM system that would let the business build on what it was doing well and do things it couldn’t do before: access and share information more easily; create more efficient workflows; and simplify maintenance, change management and growth. With an in-house business systems analyst fully capable of learning a new system, they were looking for a fast and cost-effective implementation that would deliver immediate value, and a transfer of skills to set them up for self-directed development.
“We ran a detailed competitive bid process,” says Clarke. “From the outset CSC really stood out as understanding where we were coming from and what we were trying to achieve. They clearly knew how to make it happen as quickly as we needed. They demonstrated in-depth knowledge, both of our business and of the Salesforce.com applications and platform.”
Anglian Water Business had no initial preference for a particular system and explored a number of options recommended by different bidders. But the idea of a cloud-based system was appealing because it would free the business of most technology management overheads and provide on-demand scalability and flexible accessibility.
“CSC ‘got us’ and we liked the platform they were recommending. It was a winning combination,” says Clarke.
Value All Around
The cutover to the new solution happened on a weekend just eight weeks later. The system’s 60+ users experienced virtually no downtime: on Friday they were using the old system; on Monday they started using the new one.
“We were delighted to get it done so quickly and we couldn’t have done it without CSC,” says Clarke. “The CSC team related well to our business users and showed us how to exploit the technology to improve our business processes. They were invaluable in delivering maximum value for our time and budget by helping us to define the project’s scope and priorities.”
CSC supported Anglian Water Business in project planning and management; requirements capture and analysis; solution design and development; communication and training; and deployment with initial data migration. The team used Agile development methods designed to evolve solutions quickly through an iterative, collaborative process. Because of the short timescale, new ‘drops’ of capability were delivered and discussed daily. The philosophy was very much to ‘build one of everything’ while showing Anglian Water Business how to evolve the system further for themselves.
“CSC helped us quickly become self-sufficient system users, well set for future development,” says Clarke.
Because users were familiar with all the business processes integrated for the first time in the new solution, and the Salesforce interface is intuitive for computer-literate users, it wasn’t difficult to prepare them for the change. Each user group had representatives on the project team who became system experts able to help colleagues.
Online briefings before rollout, training resources posted to YouTube, and drop-in conference-call sessions after rollout filled out the change management program. Anglian Water Business has also given its account teams iPads to help them make full use of the system in the field.
The integrated Chatter collaboration platform is transforming inter- and cross-team communication and information sharing. Workflow tools such as task assignment and automatic notifications are making processes much more efficient and the end-to-end sales and service process is now much more unified, simplifying planning and control for the business.
Account managers are finding the system much quicker and easier to use and really appreciate being able to log in at a moment’s notice from anywhere. One account manager comments: “My updates are more detailed and accurate as I’m able to input them closer to the event.”
With the new system in action and under continuing development, Anglian Water Business is now starting to plan a second phase of CRM activity with CSC: to give customers self-service capabilities and to integrate interactions with suppliers.
“There are some things we know we want to do,” says Clarke. “But we’ve only just started learning about how to fully exploit the new platform. A world of opportunity has opened up and that’s very exciting.”