RetailT
echnology
MODERN WFM PRINCIPLES INFLUENCE RETAIL CHANGE
Consumer expectations are the same, whether they are visiting an establishment to shop or experience leisure attractions. It stands to reason then that more and more diverse organisations are looking to modern people management systems to optimise service levels
R etail T
echnology has been publishing its annual workforce management (WFM)
feature for over a decade, in which time it has seen retailers capitalise on the benefits of automating administrative employee tasks processes. Some are even experimenting with advanced features like shift bidding, self-service and biometric clock, as we have already seen with Hall & Woodhouse in this year’s opening feature. But this emerging adoption trend has also
grown from retail to hospitality, and now leisure organisations, which are looking to apply principles taken from customer relationship management (CRM) to handle workforce-related tasks. The National Trust is investing in its 70,000-strong volunteer network with a new CRM system from software and services firm Blackbaud to underpin a new vision for volunteering and ultimately improve the visitor experience. The National Trust was founded in 1895 with the
aim of preserving some of the most important places across England, Wales and Northern Ireland for the benefit of the public. Today the charity cares for
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600,000 acres of countryside, 742 miles of coastline and over 300 historic houses and gardens, including Stourbridge (as photographed by Clive Nichols above) – all enjoyed by 20 million visitors each year (plus 200 million for coast and countryside) and the Trust’s 4.1 million members. The National Trust is heavily reliant on its volunteers, but it was becoming clear that the whole volunteer experience needed to managed more effectively. “The National Trust couldn’t operate without our
70,000 volunteers, who contribute more than three million hours every year,” said Mike Elliott, National Trust’s programme manager for volunteering systems and processes. “However, we need to manage and engage with our volunteers in a much better way and a key part of doing that will be the deployment of Blackbaud CRM. If we get this right, we will free up staff time and ensure that every one of our volunteers has a great experience. This should increase volunteer recommendation and visitor enjoyment KPIs [key performance indicators], after all it is our volunteers who deliver a fantastic experience to our visitors.” A staged Blackbaud CRM roll out began in
Spring/Summer 2014 39
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