about the icd partnership ltd

The ICD Partnership Limited

Birklea, Perth Road, Dunblane, FK15 0EZ T: 07973 329 669 F: 01786 821 245

www.icd-partnership.co.uk Registered in Scotland: SC260287

About The ICD Partnership Ltd

The ICD Partnership Ltd is a highly focussed, independent, strategic customer

management consultancy. We are one of the UK’s leading independent

management consultancies and, as such, have positioned ourselves at the

forefront of best practice research and application in the area of strategic

Customer Management. Based in Scotland, we operate throughout the UK, have

strong links with academia and an extended network of Customer Management

partners and specialist associates around the UK allowing us to draw on particular

expertise, sector specific knowledge and experience as per our clients’

requirements.

We were founding members of the CRM Institute at the University of Strathclyde

in Glasgow, working closely with co-founder Nikolaos Tzokas, now Dean of

Marketing, at Norwich Business School, with whom we retain links. ICD supports

clients through learning events that share solutions to topical customer

management issues. We also have strong ties with the Chartered Institute of

Marketing, assisting them to develop and support Marketing and Customer

Management development programmes for their members.

We have developed a number of tools and methodologies in the following areas

that we can adapt appropriately to support the specific context of our clients as

they develop their own relationship management strategies:

HR, People

& Culture

Marketing

Effectiveness

Channel Integration

(SFE)

BusinessPerformance

(measurement)

Customer Insight

(research)

Customer ManagementStrategy

IT Systems

&Data Quality

HR, People

& Culture

Marketing

Effectiveness

Channel Integration

(SFE)

BusinessPerformance

(measurement)

Customer Insight

(research)

Customer ManagementStrategy

IT Systems

&Data Quality




We draw on these tools and methodologies on a case by case basis, ensuring that

the solutions we deliver are bespoke, fit for purpose and, most importantly, are

meaningful and sustainable in the context of your organisation.

Further information outlining these tools and methodologies can be found in the

adjacent documentation.

ICD Insight Ltd

ICD Insight Ltd is a wholly owned joint venture between ICD Partnership Ltd and

Scotinform, the Edinburgh based research agency. This unique combination of

experience, expertise and, above all, specialist tools and methods, provides the

type of insight that effectively "joins the dots", facilitating understanding,

delivering clarity and allowing clients to make better decisions and implement

more effective actions.

For more in-depth information relating to ICD Insight, please view the Insight

presentation included in our Client pack.

ICD Learning & Development As associate Directors of the Chartered Institute of Marketing, ICD are able to

develop and deliver CIM marketing training. In addition, we have developed a full

portfolio of programmes around the key principles of good customer relationship

management.

Our training for sales, marketing, account managers and customer service

professionals at all levels is deliberately developed with an appropriate emphasis

on good customer management, customer service excellence and customer led

approaches to sales and marketing. The content is designed to be both

pragmatic and useful in the workplace, which means participants can return to

their role and immediately apply and implement their learning.

ICD supports the bespoke learning and development of clients’ staff. Training

may be standalone, part of a series of workshops or part of our coaching

interventions to support a customer relationship management strategy.

Where required, we can utilise the ICD Behavioural Model™ to flesh out the

specific behaviours, competencies and performance indicators required in a role




with customer relationship responsibilities. This method ensures that the training

programme is designed specifically for you, reflects your context and customer

types. We can deliver for you or train your own in-house trainers to roll out a

programme within your organisation.

Relevant Experience

The following brief project descriptions are designed to provide an overview of the

work we do and the clients with whom we have worked. We feel these have some

direct relevance in terms of the process undertaken, methodology employed or

because they are based in the financial services sector. For reasons of client

confidentiality we have not included all client names, however we are happy to

provide references for our work, if required.

Customer Centricity Project with

Major Life Assurance Company

Customer Management Consultancy

This major project involved designing and implementing a change management

project involving staff at all levels in the organisation – approaching 10000 in all.

This included training programmes, producing renewed staff competencies,

process design etc. This programme was rolled out over a period of 2 years and

has resulted in the company winning major service awards consistently for a

period of 4 years.

Retention Programme with Life

Company

Information Quality Review

The company wanted to instigate a major retention programme and, as such,

there was recognition of the crucial role that accurate and relevant information

plays in establishing and maintaining a dialogue with customers. An initial review

was undertaken to establish the gaps, duplication, errors, relationships, etc.

within the data. A team assessed the current quality of customer information

held on clients and recommendations were made as to how the quality could be




improved. Based on this a business case could be made for undertaking work to

improve data quality and demonstrate the potential to increase the return from

the existing book through an effective retention programme.

Customer Relationship Management

Project with Bank of Scotland

Strategic Consultancy

This project sought to determine how a corporate sales force could improve its

relationships with customers. After conducting a sales force effectiveness audit

and a number of reviews with key clients, an implementation plan was

constructed involving the design of a two-year development programme and

rolled out to every member of staff. Data requirements were specified, new

competencies defined and an overall new way of working that resulted in

increased sales and motivation for staff.

Customer Relationship Management

Project with major Scottish Bank

Strategic Consultancy

The relationship process between the Bank and the Business Banking customer

was assessed. This involved researching customer preferences, analysing day to

day behaviour and constructing a plan to strengthen the overall business

relationship, in order to achieve increased competitive advantage.

Scottish Federation of Housing

Associations

Customer Management Programme

Design & Implementation

The SFHA is the national, representative body of all housing associations in

Scotland reporting to the Scottish Executive and responsible for the support,

consultation process, training and development of its members. As a not for profit

organisation it is required to manage its business from a combination of

membership fees and revenue from income generating activities. As such it has to

demonstrate value for money, while ensuring that its operations run as efficiently

as possible.




The requirements and hence value that SFHA needs to deliver to its diverse

membership (a range of small to medium sized businesses) is very different to

when it started. A review of the organisation highlighted the need to segment the

membership base and review its processes, staff structure and culture, how SFHA

communicated with customers, the nature of data and information collected and

the nature of value added services required to increase revenue from commercial

sources.

Support for a programme of business transformation is ongoing to coach key staff

and support the shift towards a customer centric culture.

Key Client Review with

Johnson and Johnson

Customer Management Consultancy

A series of client relationship assessments utilising the ICD Partnership Key Client

Review process made it possible to determine the current state of the relationship

between key accounts (hospital trusts) and the company. The process made it

possible to establish gaps in communication, service provision, supply and

distribution of products and knowledge and to measure the degree of customer

satisfaction that existed at that time. Analysis of the results of this and other

extensive research allowed recommendations to be made on a service

improvement plan.

Following the review of customers, a new service model was developed to better

support the customer base, segmented by value and managed accordingly. A further series of interviews were then undertaken across a number of business

units paying for the centralised service, to investigate, document and develop the

scope of a value proposition for them. On the strength of this research, a more

pro-active and profitable outbound service centre was then built, offering defined

services to “gold”, “silver” and bronze” accounts, a sales and marketing model

complementary to the field sales force and, importantly, a compelling value

proposition to and renewed respect from the internal customers (business units)

paying for this service.




Customer Relationship Management Audit

Luxury Resort Hotel

Strategic Customer Management

Consultancy

A full customer management audit was completed in the resort to assess the

customer centricity of its staff, operations, processes and to conduct a review of

the technological support in relation to the objective of delivering consistently

superior customer experiences. This wide ranging project entailed a complete

assessment across the business of the strategic planning process, HR function,

technological systems, sales and marketing planning and implementation, internal

and external communications strategy and the customer experience. A complete

review of the value proposition and segmentation strategy for the resort was

conducted and this resulted in development of an implementation plan to deliver

a CRM strategy.

The business specifications for a CRM system were established, as were the

priorities for implementation including recommendations on culture change,

marketing planning and practice and redesign of customer processes.

Further information regarding specific case studies can be found on the enclosed disc.

about the icd partnership ltd

Documents