For Use by Role Evaluation Panel

 Role Description

Role Title: CRM Business Change Manager Business Team: Customer Strategy & Support, Customer Services Location: Mobile – able to travel Reports to: Head of Customer Strategy & Support Role Purpose: The main responsibilities of the CRM Business Change Manager are:  As a member of the Customer Strategy & Support Leadership team lead and be accountable for the successful implementation of the business CRM strategy.  Drive, maximise and innovate business benefits (tangible and intangible) from CRM using a range of tools and tactics working collaboratively with BIT (Business Improvement Team) and colleagues across the business  Ensure active support and engagement from CITB’s Leadership and Exec teams and work collaboratively with them and their teams to plan, manage implementation, embed and develop CRM business strategy

Role Accountabilities: Lead CRM business strategy  Ensure alignment and future proofing of all CRM business plans and activity to corporate priorities.  Ongoing development and review of CRM business vision and roadmap maximising business effectiveness and consolidation working collaboratively with BIT (Business Improvement Team)  Support BIT in the development of the CRM system vision and roadmap  Act as an ambassador for the CRM Centre of Excellence and a role model for positive and collaborative corporate behaviours  Produce and maintain CRM business strategy and plans including schedules, costs and quality assurance. This should include alignment and dependency management with Business Improvements strategies and plans, CoE principles, data models and customer journeys and be evidenced by a plan including Gantt chart, CARDI, Investment appraisal etc.

Stakeholder engagement  Develop internal communications and stakeholder engagement related to CRM change management and business strategy, the implementation of projects and benefits realisation  Engage stakeholders proactively in deriving maximum impacts and benefits from CRM as a tool and from CRM as an approach impacting behaviours, culture and ways of working with our customers and teams  Facilitate workshops and identify and broker CRM business opportunities and solutions for the long term involving stakeholders from across the business  Continually benchmark against external best practice in CRM focusing on buy-in and cultural change and taking accountability for its inclusion in CRM projects across the business  Developing a CRM super user community influencing and establishing best practice in data,  Role Description

Role Accountabilities: process and behaviours, language, communications and agreeing working practices

Managing transition of change into the business  Change manage CRM led business improvement, development and implementation using the community of people involved.  Document and manage CRM business requirements from potential, in-flight and legacy CRM developments working and joining up colleagues across the business to achieve business solutions and promote convergence  Provide CRM business expertise to support procurement and supplier relationships

Managing benefits realisation  Plan, manage and deliver the benefits described in the projects’ business cases into the Business Performance operation and demonstrate benefit performance against plan  Contribute to channel shift and ongoing development of Customer Strategy  Work collaboratively with the CRM Project Manager, the Data Architect, Business Improvement colleagues and act as a champion for their work

Role Competencies: Business Impact: direct and indirect control and influence  Accountable for relationships with Leadership teams across CITB to champion CRM and gain their support for change and therefore will actively implement change across the business  Responsible for the delivery of CRM business benefits  Responsible for CRM business implementation and agreed ways of working driving consistency, simplicity and convergence  Responsible for ensuring that CRM business change is fully documented including work instructions, use cases, process maps, data models and that staff are effectively trained.  Improved customer satisfaction from more effectively managed customer relationships  Enhanced staff satisfaction from being empowered to manage customers and stakeholders more effectively  Increased opportunities to drive revenue for commercial income  Enhanced targeting, data mining, lifetime value management and cradle to grave relationships  Enhanced campaign management and more accurate ROI

People Management/Team Leadership: breakdown of responsibilities above no new section required  Role Description

 Line management responsibility for a CRM co-ordinator managing data requests, changes to customer systems  Leads and/or forms part of matrix teams from across the business. The role is expected to deliver through a combination of direct team, virtual project teams and through suppliers/partners as appropriate  Work in virtual teams for CITB’s benefit e.g. with Business Improvement team (BIT) support to produce CRM business vision and roadmap of CRM Business Strategy and priorities around how we manage and interact with customers); Support BIT in the development of CRM technical and data vision and roadmap; support BIT in the design, management and implementation of the increment/initiatives to technology and lead benefits realisation with BIT support.Ensure the formation and management of matrix teams to deliver CRM business change successfully  Ensure that methods and management of communication around the matrix are implemented and understood  The post reports to the Head of Customer Strategy & Support Knowledge, Skills and Experience: Essential:  Business change experience  Considerable experience in developing and leading large CRM implementations and CRM led change projects  Degree level or equivalent  Proven ability to broker solutions to complex problems in large scale organisations involving multiple stakeholders  Proven ability to manage , develop and deliver strategy  Proven ability to manage cross teams to deliver complex business change projects  Evidence of managing and influencing skills and excellent stakeholder management  Experience of selling in projects across complex stakeholder groups  Experience of managing interdependencies  Proven ability to drive benefits realisation  Change, Programme and/or Project management qualifications (MSP, APM, Prince2)

Desirable:  Experience of Microsoft Dynamics implementations  Project management experience and qualifications

Skills and Aptitudes Essential  Aptitude to think creatively, use problem solving techniques to identify innovative solutions to suit business needs utilising external contacts and best practice as appropriate  Strong understanding of customer engagement strategies and how to enable them across multiple delivery channels  Ability to clearly articulate and then deliver the business benefits of change initiatives  Role Description

 Ability to influence and build strong working relationships with colleagues, stakeholders and partners  Ability to motivate self and others; strong customer focus and personal effectiveness will be demonstrated through highly developed planning and organising skills

Desirable  Commercial focus and business understanding of channel shift programmes  Understanding of social media capabilities and how they can be leveraged in business to deliver value Communication/Relationships:  Complex communication with a range of internal and external stakeholders and suppliers to ensure effective plans, activities, products and service  Needs to influence and act as expert to senior level internal stakeholders identifying solutions and selling them in

Decision Making:  Effective problem analysis for business requirements definition and options for the effective delivery of solutions  Development of assumptions and cost benefit analysis to support effective decision making  Identification and effective communication of alternative solutions or compromises, ultimately identifying a course of action among several alternatives, leading to a final choice  Ability to work effectively with high levels of uncertainty and tolerance of ambiguity

Change Management: Delivery of business change and improvement to include the migration to new ways of working, processes, technology and continual improvement in a controlled and documented method. This will include the base lining of performance metrics and the application of benefit management techniques to measure improvement. Key Competencies

 Communicating with Impact – Level 4  Drive for Results - Level 3  Working with Courage & Integrity – Level 4  Leading to Example – Level 3  Works Collaboratively – Level 3

Special Conditions/Other Requirements:  Role Description

 Ability to work non-standard hours as required  Ability to travel with regular stays away from home  Ability to work with virtual teams or from a virtual location  Ability to work from home on occasions or from remote locations

For use by Role Evaluation panel Contribution Factors: Functional Knowledge Knowledge of functional work and activities; function complexity Business Expertise Organisational as opposed to technical expertise Leadership Nature and breadth of leadership Problem Solving Mental agility in analysis, judgment and decision-making Nature and area of impact Overall level of responsibility and area of impact within the organisation Interpersonal skills Level and type of ‘people’ skills

Role Evaluation: Band: Management / Professional Grade: B