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Investors in People UK

Getting to know your customers


Investors in People UK

Investors In People UK (IIPUK) were faced with a challenging target of increasing the penetration ratio of their brand amongst potential business partners. To facilitate this, they required a CRM solution that would enable the accurate identification and tracking of their customers through a complex customer journey lifecycle. This would provide a platform for a more proactive approach to managing their customers and enabling a greater number of customers to progress through to full recognition as an Investor In People.

IIPUK are funded annually by the Department for Education and Skills (DFES) to promote the “Investors In People UK” standard to businesses and other organisations. They use direct and indirect marketing to actively promote the Investors In People UK standard which is a mark of recognition.

Client businesses and organisations progress through an IIPUK ‘customer journey’ on the path towards states of ‘commitment’ and ‘recognition’, with each progressive step involving additional acceptance criteria for the organisation to meet. To help deal with this complexity, Deloitte were engaged to implement a solution that would: enable the effective identification of each unique customer; establish a single tracking position for each customer on the customer journey; and provide accurate, detailed management information to be used for business planning and performance targets. Not only would this facilitate an enhanced customer experience with IIPUK but it would also allow them to satisfy the requirements of the DFES to reassure the government of sound investment of public funds.

For further information, download our case study Investors in People UK. (PDF, 83KB)

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