A 10 point increase in NPS for The Royal Mint

The Royal Mint is the UK's official and only coin maker. Renowned by collectors and investors alike.

A short interview with the client

Video transcript

Karina Voisey, Head of Sales & Customer Services, The Royal Mint:
"We're getting closer to our customers. We're understanding them better. We are able to service them more easily, and ultimately that's supporting our cross-selling opportunities. So, it's been a really big success and Attacat have worked really well with us....

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Rich Hobbs, Group IT Director, The Royal Mint: The Royal Mint is 1100 years old. So, you know, it comes with some some legacy issues . We went out and clearly identified the need for a really modern CRM tool so we could bring all of the disparate systems together but really, really be focused on the best way for the customer services and sales team to interact with our customer.

Andrew Morgan, Digital Transformation Director, Attacat: I think the key points were really to focus on providing the customer facing teams, a single customer view to really improve the customer experience. From a technical perspective that kind of brought its challenges. And that was one aspect of the project. But , and probably more importantly, it was how the end users, so the team members that Karina manages, we're going to get benefit from that information being in one place to actually impact the end customer.

The way that we've done that was with Karina and other members within her team as well, delivering different types of training through workshops, on site visits, feedback surveys, and so on to make sure that everyone was kept in the loop and really didn't feel apprehensive for going live.

Karina Voisey, Head of Sales & Customer Services, The Royal Mint: We've had huge adoption to the system. And that's thanks to Andrew and the team for the way that we've actually managed the implementation. We've continued to adopt new functionality and we're making great progress.

Rich Hobbs, Group IT Director, The Royal Mint: We're seeing massive benefits with the use of HubSpot. We're seeing a shrinking of our technology landscape, which is really, really important for us. We're moving into the cloud from our on premise, but also starting to step away from some of the legacy systems that we've had in place previously, and certainly some of the legacy behaviours that we've had.

And now HubSpot with Andrew's architectural brilliance has been able to really put something in place that allows our agents to deal best with our customers.

Having a cultural fit coming in and working seamlessly with our guides was really, really important.

The technology set has been really, really great. There's a great roadmap in place with the HubSpot that Attacat have got their finger on the pulse for.

So really it's been a perfect match of the cultural fit that Attacat have given us and the technology fit that HubSpot has given us.

We've been working together for a year, 18 months. We've probably moved the technology landscape on three years in that time. It's been really, really effective.

The guys have been great

Andrew Morgan, Digital Transformation Director, Attacat: Since customer services teams have come into HubSpot response times have improved by nearly 60 percent, resolution times have improved by around the same level.

From a marketing side of things, the teams have fed back that creation of email campaigns, segmentation of the data that they need is up to 75 percent quicker than previously.

So all of this obviously adds into time saved, time spent on more strategic thinking . Customer services can spend more time actually helping the customer . There's lots still to come and lots more, especially on the sales front , but definitely positive outcomes so far.

Karina Voisey, Head of Sales & Customer Services, The Royal Mint: As Andrew's just alluded to, we are equipping our teams for success now. They're able to operate and work in a more effective and efficient way. And that in turn is delivering a better experience to our customers.

So, it's been a really big success and Attacat have worked really well with us to shape that and to future proof us for, you know, the next 1100 years maybe.

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The full story

Introduction

As an 1100 year old brand, The Royal Mint has a fabulous manufacturing pedigree. In more recent times its client base has expanded from governments to regular consumers - including collectors and retail investors.

An enviable NPS of 61* was clear proof of the success of that transition. Despite that, The Royal Mint were still focused on doing even better. The scale of change and increasing complexity of the business was also putting an inevitable strain on technical systems and processes.

*The Net Promoter Score (NPS) measures customer experience and predicts business growth. It is based on responses to a single question: "How likely is it that you would recommend our company/product/service to a friend or colleague?". With a scale of -100 to 100, an NPS of 61 is considered excellent, indicating high levels of customer satisfaction and loyalty.

The challenge

Group IT director, Rich Hobbs had identified the need for a modern CRM as a key lynchpin for their tech stack and with the help of Attacat, settled on HubSpot. So the challenge was to customise and integrate HubSpot and then migrate all customer-facing teams away from using a web of legacy systems and spreadsheets.

The approach

Although the technical challenges, especially of dealing with on-premise systems, were not small, both Attacat and The Royal Mint were absolutely clear that it was the end customer, and in turn the users of the CRM, that needed to be the focus.

User requirements gathering

To get buy-in from the end users, we got them involved from day one - setting the goals and defining the requirements collaboratively. So value could be driven quickly, we decided to build on a team-by-team basis (customer services first, then marketing, then sales).

Implementing and integrating

Integrations were built to sync large amounts of data from an on premise ERP (Microsoft Dynamics AX) and a data warehouse. HubSpot could then be fully customised.

Training and user adoption

Working with team leaders and user champions, training was delivered in a variety of forms from workshops, on-site training, feedback surveys and one-to-one support.

Ongoing support and implementation

The whole point of a tool like HubSpot is that it empowers teams to continually improve their business processes. We continue to be involved in extending the functionality and providing support and top up training.

The results

+10 points

NPS score increase

60%

reduction in resolution time

75%

time saved creating emails

1 key tool

unifying customer comms

As exceptional as Apple

It is far from a given that migrations to new technical platforms will deliver for end customers, so at Attacat we are incredibly proud to have helped The Royal Mint to increase their NPS score to 71. Few businesses ever reach these levels. Indeed this score puts them on a par with Apple.

"So really it's been a perfect match of the cultural fit that Attacat have given us and the technology fit that HubSpot has given us."

– Rich Hobbs, Group IT Director at The Royal Mint

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