Land Registry needs to capture, maintain and utilise customer data more effectively. At present, Land Registry maintains nocomprehensive central database containing details of its customers
and their interactions with the organisation, although some
individual databases exist for specific purposes (such as register
development and Land Registry Direct).
Work has commenced in developing a Customer Relationship
Management (CRM) system, which will include such a
comprehensive database. CRM will enhance understanding of who
Land Registry’s customers are, help to define the customer
segments and help to provide a single customer record that all parts of the organisation can access and update with customer
information.
This will include (among other things) contact details, a history of all customer interaction such as service requests and service delivery channel preferences, and marketing and sales communications (ie telephone sales).
The need for CRM is driven by the delivery of Land Registry’s new services and to aid development, marketing and selling capabilities.
The database will be used for targeting marketing and sales
activities for tranche 2 of e-conveyancing and to support the roll out of e-conveyancing services to Land Registry’s customers. The project to enable the CRM database will also validate Land Registry’s customer segments and roles, provide the policy for allocating new customer business groups/segments and identify the Land Registry services appropriate to each segment and role. |
