CIH Products and services:

Making them fit for the future

Janet Talman - Director Commercial Services

Stephanie Harold - Product Manager

OneCIH conference, Birmingham, 14th March 2014

Overview:

1 How are we changing CIH’s commercial services?

2 What does this mean for members and customers?

3 What are the practical changes we can expect?

4 What are the implications for CIH’s Boards?

Making CIH’s products fit for the future

Overview:

1 How are we changing CIH’s commercial services?

2 What does this mean for members and customers?

3 What are the practical changes we can expect?

4 What are the implications for CIH’s Boards?

Making CIH’s products fit for the future

Customer Segmentation

incl. membership (org), consultCIH

Total Spend (2013)

£11.07 mill

3205 Organisations

Top 100 spend over £17k p/a

TOTAL £4.80 mill Average spend £48k

p/a

386 spend over £5k p/a

TOTAL £3.37 mill Average spend

£8,745 p/a

2,719 spend under £4,999k p/a

TOTAL £2.89 mill Average spend

£1,064

HIGH

MEDIUM

LOW

100 CUSTOMERS

= 43% OF

TOTAL REVENUE

386 CUSTOMERS

= 30% OF TOTAL REVENUE

2,719 CUSTOMERS

= 27% OF TOTAL REVENUE

10% INCREASE

5% INCREASE

2% INCREASE

£5.28 mill

£3.53 mill

£2.94 mill

£11.75 mill

Customer Approach

•Organisation need

•Face to face sales (key account management)

•In House support & direct access to technical expertise

•Bespoke/tailored packages and partnerships

•Bespoke/personalised marketing collateral and communications

High segment

Spend over £17k p/a

•Organisation/individual need

•Face to face sales/in house sales

•In House support and some access to expertise

•Standard packages/standalone sales

•Standard marketing collateral and communications

Medium segment

Spend over £5k p/a

•Individual purchase

•Self serve – through website and telephone

•In House support

•Standard marketing and communications

Low segment

Spend under £5k p/a

New

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Commercial Activities:

Purpose, Vision and Objectives

“To maximise sustainable profit growth for the

CIH, to enable it to deliver on its vision and

objectives”

“To be the recognised market leader of solutions based services, informed by the knowledge and expertise of a professional housing body and its membership”

Our objectives Customer: build long term, stable and mutually beneficial relationships with our

customers.

Services: ensure the quality and content of our products and services enable our

customers to achieve their business objectives.

Business: deliver an ethical and effective business within a framework that

respects its staff and is a great place to work.

Commercial Entity:

Distinct Competitive Advantages (DCAs)

• CIH reputation and brand – customer loyalty and trust

• We are the home of housing professionals - setting standards

• We have an independent voice – we can be objective

• In depth knowledge and expertise of the housing industry and

profession

• Some well established, high quality products and service offering

• Market foresight – turn into commercial opportunities

• Reach across regional networks, the UK and International markets

What will success look like?

• Increase sales revenue and profit year on year focus on medium and high spenders, those with a propensity to spend more

• Deliver customer growth year on year

by customer segmentation, set targets for each segment, focus on high margin

• Increase customer satisfaction year on year

relationship building, create advocates, net promoter score,, responsive service, cs surveys

• A long term and sustainable commercial proposition

integrated & joined up, current, quality, added value, authority & expertise

• Maintain CIH core values and promote professional standards

What does this mean for our products and services?

We will:

- become the recognised market leader of solutions based services

- address organisation needs (as well as individual)

- deliver products and services along the customer journey from standalone, to packages to corporate partnerships

- utilise our segmentation model and tailor our offer accordingly

- integrate our consultancy services

- use conferences/events as our hook to sell our products and services

- utilise our different sales routes

- simplify our offering, topic/subject led, make more of what we have

- identify new opportunities & develop into commercial offerings (PDR process)

Overview:

1 How are we changing CIH’s commercial services?

2 What does this mean for members and customers?

3 What are the practical changes we can expect?

4 What are the implications for CIH’s Boards?

Making CIH’s products fit for the future

We want to walk in your shoes…

We want to understand:

What you, our members and individual customers need?

What do organisations really need?

Creative thinking:

Switch from product selling to solution selling

Can we provide value-added to cater for your wants too?

We need to identify organisational needs & wants

We can identify these to some extent

However, we also need your input:

– Survey members and customers online?

– Get ongoing informal feedback

Partly for commercial gain, but also to fulfil our social remit

We want to put you first and foremost

and work together as friends…

... for mutual benefit

Overview:

1 How are we changing CIH’s commercial services?

2 What does this mean for members and customers?

3 What practical changes can you expect to see?

4 What are the implications for CIH’s Boards?

Making CIH’s products fit for the future

Advisory and Business Support Services

Membership

CIH qualifications

Business Toolkits and

Products

CIH training & development

Conferences and Events

Exhibition and Sponsorship

We are the only UK organisation to offer this comprehensive range

We already offer lots of products & services

Advisory and Business Support Services

Membership

CIH qualifications

Business Toolkits and

Products

CIH training & development

Conferences and Events

Exhibition and Sponsorship

And what a range…

In-house training

Public training

Leadership programme

National conferences

Regional conferences

1-day events

Sponsorships

Exhibitions

Level 2 qualifications

Level 3 qualifications

Level 4 qualifications

Blended learning

Online learning

Higher education

Accreditations

Pure consultancy

Working Together

Interims

Standard membership

Student membership

Chartered membership

Practice Online

Publications

Accreditation service

Welfare Reform Impact

Value for Money

Service Quality Tool

SROI- under review

And what a range…

In 2013, we sold 800+ products: 270 short courses/in-house sessions

80 qualifications

32 book titles

70+ events

233 event sponsorship opportunities

39 exhibitions

16 event dinners

100 event optional extras

+ unknown amount of consultancy/ P&P advice, Working Together, Practice Online

At various prices: 385 event package prices

75 membership subscription plans

We have beauty, structure...and complexity

We want to make it easier for you:

Clearer products and services

Link related products for greater choice

Provide solutions to your issues, not just products

Look into buy online solutions

It’s a lot for us to juggle and overwhelming for you

And easier for us to manage:

Identify and promote popular products

Reduce cost of supporting marginal products

Free up time to focus on what’s important to you

Ensure we have a sustainable pricing strategy

We’re going outside of

housing for inspiration…

… as far away as Mars

How do corporations handle complexity?

Taking Mars as an example: Manufacturer of confectionery, pet food, food products

3rd largest private US company

Started in 1920s; $33B sales in 2013

72,000 employees globally

Operates in 74 countries

They are clever with products:

They appear to have thousands of products... but they don’t!

They have c. 60 brands (excl. Wrigleys)- and most “products” are variants of an original one

Different sizes Recipe variants Processing variants

Mars make more of what they already have

Different lengths Different flavour Different delivery

How does this translate to CIH? Same product, but:

Capsule (30 mins)

Bite-size (1hr)

Half-day

1-day

Short courses

Week intensives

Qualifications

Different lengths

Link training (unaccredited) to learning (qualifications):

Each topic could have these options

Different length courses: Addresses time poverty

Introduce a new-style “divi-book” for individuals and organisations

Rename it as: “Learning Journey Book”

Give each learning experience/event attendance a value, however small – e.g. 1 point per 30 mins or 4 points per event

– Give option of doubling points by completing online survey

Enter into virtual/actual Learning Journey Book via: – Scanned-in barcodes, QR codes

– Actual stamps at source

Pre-stamp book- encourages participation

Different lengths

Give rewards at different signposts Makes all training count Increases interest in events

Introduce a CIH “divi-book”: To increase buy-in

Already have good array of options:

Short courses- generally CIH

London

Online (incl. webinars/webcasts)

In-house

Blended learning

Different delivery

In-house is value added Would expect high demand from top customers

Different delivery: At your convenience

Different flavour

Caters to specific exacting tastes

Value-added products, tailored for your

organisation:

– Change of title

– Removal/addition/expansion of content

– Re-brand, dual branding

Premium pricing for this added value

Builds upon and rewards your loyalty

Different flavour: Products tailored to your taste

Conferences and Events

Bringing this back to Earth, what will you see?

Top 10 topics: Linked products to

help you choose the right solution

New Premier Service: Added-value packages for minimum spend

Corporate Partnerships: Added-value partnership for mutual benefit

Refreshed approach: For existing products and services

New products: Do less, but better

Equality & diversity

Anti-social behaviour

Repairs & maintenance

Complaints

Sustainable tenancies

Customer insight

Income management

Tenancy fraud

Allocations & lettings

Value for money

Top 10 Topics: Helping each other reach targets

Across CIH Available products and services

Membership Member-only archived webinar Member only ‘Need to know’ on ASB Bill

Business Advisory Respect charter practice brief ‘How to’ guides + Practice online

Qualifications Level 3 online learning

Training & development ASB case management Housing management law update

Sponsorship Available for publications and all aspects of events

Events 11-12 Nov SLCNG conference organised by CIH 18 & 27 March ASB Event 12 June SE ASB Event

Working Together New ‘Working Together’ groups underway for May/June

Example Top 10 Topic: Anti-social behaviour (ASB)

Standalone products or services

Premier Service

Corporate Partnerships

Adding value to how we can work together

Advisory and Business Support Services

Membership

CIH qualifications

Business Toolkits and

Products

CIH training & development

Conferences and Events

Exhibition and Sponsorship

Premier Service: Added-value packages

Choose 1 or more modules at entry level spend

Module Added value at a glance Entry level

Membership Transferable membership; 5 complimentary memberships per 50 members; free Practice Online

£10k

Business Advisory Invites to policy roundtables; signposting on future policy and practice £15k

Qualifications Free induction days (£600 per day saving) £25k

Training & development

Bespoke to your needs; advance discussion with trainer before in-house delivery; some discounts , e.g. £100 per day saving on in-house training

£15k

Sponsorship Keynote speaker platform at conferences; up to 4 interviews for our weekly newsletter

£15k

Events Free tickets for selected events on a first-come basis; some discounted events

£10k

Toolkits Invite to participate in trials prior to launch £10k

Entry level spend per module for added value

Badged as Corporate Partner:

Use of CIH Corporate Partner logo for both online and hardcopy

Organisation profile on CIH website

Conditions: Sign up to our Quality Code for use of these

Commit to 3 modules or minimum spend

Added value of Corporate Partnerships

Overview:

1 How are we changing CIH’s commercial services?

2 What does this mean for members and customers?

3 What are the practical changes we can expect?

4 What are the implications for CIH’s Boards?

Making CIH’s products fit for the future

Conferences and Events

What are the implications for CIH’s Boards?

New ways to work with CIH: – Top 10 topics

– New Premier Service

– Corporate Partnerships

Refreshed approach for existing products:

– Training

– Events

– Integrated consultancy

New products: Do less, but better

Sharing leads: For mutual benefit

Operate as OneCIH

Public training:

Focus on popular public courses

London and Coventry venues

6-monthly published schedules

Looking into buy online

In-house training:

Offer new topics for tailored in-house

Re-price to be more competitive

Re-introduction of promotional leaflets

Refreshed approach for training

CIH hosts 70+ events each year, e.g. Presidential Dinner

Includes 6 national conferences: – Home Ownership & Leasehold

Management Conference

– Repairs & Maintenance Conference & Exhibition

– Caretakers & Estate Managers Conference

– Older Persons Housing Support Conference

– Lettings and Homelessness Conference

– Chief Executives and Leaders Conference

Refreshed approach for events

All 70+ events are perfect opportunities to showcase existing and new products

ConsultCIH working hand-in-glove with Commercial team

Collaborative working across UK

More Working Together groups: – Tackling anti-social behaviour

– Sustainable tenancies (including Scotland)

– Influencing customer behaviour

– Breaking new ground in repairs & maintenance

New toolkits emerging from this: – Social quality tool (SQT)

– Possible: Social return on investment (SROI)?

Integrated approach to consultancy

Must be customer-led e.g. Leadership course is now more

strategic and commercial:

– Re-named: “Strategic leadership in

a commercial environment”

– Special introductory price

– Shorter, punchier (6 days)

– In-house condensed version agreed

– New literature being prepared

– Launched at Manchester in June

New products: Do less, but better

Formal process only if new products or services:

Will take > 2 weeks to develop

Will cost > £3,000 to develop

Existing product or service is being substantially changed

Reputational risk to CIH of proceeding could be high

Will draw heavily on internal resources

A separate process exists and should be used for tender opportunities and bids

Even if not PDP, still important that good practice is followed: Customer testing, market research and QA process.

New products: To PDP or not to PDP?

Use every opportunity to generate leads:

Events, visits, emails, telephone contacts, members, website, ConsultCIH, P&P, training

Capture leads properly and enter into CRM

Act upon them, monitor response and trends

Sharing leads for mutual benefit

Regional approach, but co-ordinated:

Comprehensive pricing strategy

Centralising new product development

Consolidating customer intelligence

Pooling resources

Sharing successes

Establishing Best Practice

Operate as OneCIH

Respecting regional culture…

but acting in unison

as OneCIH