Hounslow Homes integrates CRM and back office systems

Two-stage implementation has greatly improved customer satisfaction

Homeowners will no longer have to repeat enquiries

Hounslow Homes has become the first UK housing organisation to deeply integrate CRM technology with its back office systems.

The new integrated solution, managed by IT consultancy NCC Group, allows customer service advisors to search full case histories, refer enquiries, complete customer paperwork and schedule appointments and follow-up calls, thus enabling the delivery of a more streamlined and better quality service.

Customers will no longer have to repeat previous enquiries in detail.

'We have completely transformed the way we deal with our customers and now focus on how and when our customers want to communicate rather than asking them to fit in with what suits us,' said Lynne Bann, head of the customer service centre at Hounslow Homes.

The first phase of the programme involved the upgrading of a repairs scheduling system to streamline the repairs process by allowing staff to book immediate repairs appointments, and the introduction of a CRM system which would enable an even more efficient service to customers.

Following introduction of both systems, customer satisfaction increased from 67 per cent to 80 per cent.

The second phase of the programme has seen the launch of a new Customer Services Centre, which uses these technologies to offer customers a choice of how they communicate with Hounslow Homes, simplifying the options and promoting social inclusion within a culturally diverse area.

The new contact centre merges the existing general enquiries call centre and repairs and appointments service and allows customers to call in using one freephone number Monday to Saturday.

Recently, a new facility for customers to report and track repairs securely via the Hounslow Homes web site was introduced.

Bob Unsworth, project manager for the Local Government Integration Practice, says Hounslow Homes has taken the lead in the social housing sector on delivering business benefits from its use of CRM.

'Previous CRM implementations have too often focussed on delivering technically viable solutions without considering how the solution can improve service delivery and demonstrate real improvement to customers,' he said.