01 February 2005
CIMA (The Chartered Institute of Management Accountants, www.cimaglobal.com) announces that it has reduced processing and postal costs by 50 percent using Siebel Systems, Inc, a leading provider of business application. Using a single, comprehensive view of more than 146,000 members and students in 150 countries, the UK's leading professional management accounting institute has eliminated examination entry processing times, fully implemented online registrations, and eliminated the need for eight contract staff workers who used to process subscriptions manually.
"Siebel Call Centre provides an enhanced ability to segment our customer base and tailor services accordingly. It also allows us to improve our decision-making based on an up-to-the-minute understanding of our members and students," says John Windle, Director of Finance and Operations, CIMA. "CIMA has always put its customers first, but Siebel Systems is enabling us to deliver faster, more effective services in a more efficient way."
CIMA has deployed Siebel Call Centre among 175 staff to create a unified understanding of members' profiles; details regarding their registration with CIMA; their applications forms, subscription information, and payment details; and crucially a complete record of their examination history and success. Since going live, CIMA has recorded a 60 percent increase in the amount of customer data captured at the initial point of contact.
Examination management has been transformed. Twice each year, up to 35,000 students complete exams in 200 centres worldwide. Exam application forms used to be completed and submitted to CIMA manually, resulting in errors, delays, and additional administrative costs. In the first exam registration since the Siebel implementation, 75 percent of all examination entry forms were completed by students online in 2003; during 2004 this increased to 99.98 percent. This is significantly more cost-effective and faster than the previous manual processing. Overall, the Siebel implementation has contributed to a 30 percent reduction in customer processing times and a 50 percent reduction in operational printing, packaging, mailing, and other administration costs.
This online examination application was recently enhanced with other self-service functionality, including unassisted student registration. During the first month of this service offering, student registrations grew by a third. Siebel Call Centre has also assisted the Institute in broadening its membership through improved targeting techniques. Using the unified customer view, CIMA is able to segment students and members by various geographic, demographic, and skill-based identifiers. Better segmentation and customer knowledge also means the Institute can bring new, relevant courses to market faster.
Students and members contacting CIMA will now receive an enhanced and more rewarding service experience. Integrated information, together with an improved understanding of its relationship with its customers, means CIMA can now respond more quickly and accurately to service inquiries. Queries about how to apply for an exam, results of exams, and membership application status can be channeled to CIMA by telephone or email. By enhancing the quality of service, CIMA is increasing customer satisfaction, retention, and loyalty.
CIMA members are Accountants in Business. We represent financial managers and accountants who work in industry, commerce, not-for-profit and public sector organisations. Our key activities are related to Business Strategy, Information Strategy and Finance Strategy. CIMA members are not trained in audit.
CIMA's focus is to qualify students, support members and employers, and protect the public interest. We represent the voice of over 77,000 students and 60,000 members in 154 countries.
CIMA's focus on management functions makes us unique, and we are internationally recognised as offering the financial qualification for business.
CIMA is 'rapidly becoming the chartered qualification of choice' according to recent independent research*, and we work with leading employers in the UK and around the world to train and qualify financial managers. We pride ourselves on the commercial relevance of our syllabus, which is continually enhanced to reflect the latest developments in business. In an age of growing globalisation and intensified competition, the Chartered Management Accountant is fully prepared to meet the need for timely and accurate financial information.
Our members and students work across all business sectors at all levels throughout the world, demonstrating the flexibility of the qualification.
