A short explanation of who we are...

1. The ICD Partnership Limited
Birklea, Perth Road, Dunblane, FK15 0EZ
T: 07973 329 669 F: 01786 821 245
www.icd-partnership.co.uk
Registered in Scotland: SC260287
About The ICD Partnership Ltd
The ICD Partnership Ltd is a highly focussed, independent, strategic customer
management consultancy. We are one of the UK’s leading independent
management consultancies and, as such, have positioned ourselves at the
forefront of best practice research and application in the area of strategic
Customer Management. Based in Scotland, we operate throughout the UK, have
strong links with academia and an extended network of Customer Management
partners and specialist associates around the UK allowing us to draw on particular
expertise, sector specific knowledge and experience as per our clients’
requirements.
We were founding members of the CRM Institute at the University of Strathclyde
in Glasgow, working closely with co-founder Nikolaos Tzokas, now Dean of
Marketing, at Norwich Business School, with whom we retain links. ICD supports
clients through learning events that share solutions to topical customer
management issues. We also have strong ties with the Chartered Institute of
Marketing, assisting them to develop and support Marketing and Customer
Management development programmes for their members.
We have developed a number of tools and methodologies in the following areas
that we can adapt appropriately to support the specific context of our clients as
they develop their own relationship management strategies:
HR, People
& Culture
Marketing
Effectiveness
Channel
Integration
(SFE)
Business
Performance
(measurement)
Customer
Insight
(research)
Customer
Management
Strategy
IT Systems
&Data Quality
HR, People
& Culture
Marketing
Effectiveness
Channel
Integration
(SFE)
Business
Performance
(measurement)
Customer
Insight
(research)
Customer
Management
Strategy
IT Systems
&Data Quality

2. The ICD Partnership Limited
Birklea, Perth Road, Dunblane, FK15 0EZ
T: 07973 329 669 F: 01786 821 245
www.icd-partnership.co.uk
Registered in Scotland: SC260287
We draw on these tools and methodologies on a case by case basis, ensuring that
the solutions we deliver are bespoke, fit for purpose and, most importantly, are
meaningful and sustainable in the context of your organisation.
Further information outlining these tools and methodologies can be found in the
adjacent documentation.
ICD Insight Ltd
ICD Insight Ltd is a wholly owned joint venture between ICD Partnership Ltd and
Scotinform, the Edinburgh based research agency. This unique combination of
experience, expertise and, above all, specialist tools and methods, provides the
type of insight that effectively "joins the dots", facilitating understanding,
delivering clarity and allowing clients to make better decisions and implement
more effective actions.
For more in-depth information relating to ICD Insight, please view the Insight
presentation included in our Client pack.
ICD Learning & Development
As associate Directors of the Chartered Institute of Marketing, ICD are able to
develop and deliver CIM marketing training. In addition, we have developed a full
portfolio of programmes around the key principles of good customer relationship
management.
Our training for sales, marketing, account managers and customer service
professionals at all levels is deliberately developed with an appropriate emphasis
on good customer management, customer service excellence and customer led
approaches to sales and marketing. The content is designed to be both
pragmatic and useful in the workplace, which means participants can return to
their role and immediately apply and implement their learning.
ICD supports the bespoke learning and development of clients’ staff. Training
may be standalone, part of a series of workshops or part of our coaching
interventions to support a customer relationship management strategy.
Where required, we can utilise the ICD Behavioural Model™ to flesh out the
specific behaviours, competencies and performance indicators required in a role

3. The ICD Partnership Limited
Birklea, Perth Road, Dunblane, FK15 0EZ
T: 07973 329 669 F: 01786 821 245
www.icd-partnership.co.uk
Registered in Scotland: SC260287
with customer relationship responsibilities. This method ensures that the training
programme is designed specifically for you, reflects your context and customer
types. We can deliver for you or train your own in-house trainers to roll out a
programme within your organisation.
Relevant Experience
The following brief project descriptions are designed to provide an overview of the
work we do and the clients with whom we have worked. We feel these have some
direct relevance in terms of the process undertaken, methodology employed or
because they are based in the financial services sector. For reasons of client
confidentiality we have not included all client names, however we are happy to
provide references for our work, if required.
Customer Centricity Project with
Major Life Assurance Company
Customer Management Consultancy
This major project involved designing and implementing a change management
project involving staff at all levels in the organisation – approaching 10000 in all.
This included training programmes, producing renewed staff competencies,
process design etc. This programme was rolled out over a period of 2 years and
has resulted in the company winning major service awards consistently for a
period of 4 years.
Retention Programme with Life
Company
Information Quality Review
The company wanted to instigate a major retention programme and, as such,
there was recognition of the crucial role that accurate and relevant information
plays in establishing and maintaining a dialogue with customers. An initial review
was undertaken to establish the gaps, duplication, errors, relationships, etc.
within the data. A team assessed the current quality of customer information
held on clients and recommendations were made as to how the quality could be

4. The ICD Partnership Limited
Birklea, Perth Road, Dunblane, FK15 0EZ
T: 07973 329 669 F: 01786 821 245
www.icd-partnership.co.uk
Registered in Scotland: SC260287
improved. Based on this a business case could be made for undertaking work to
improve data quality and demonstrate the potential to increase the return from
the existing book through an effective retention programme.
Customer Relationship Management
Project with Bank of Scotland
Strategic Consultancy
This project sought to determine how a corporate sales force could improve its
relationships with customers. After conducting a sales force effectiveness audit
and a number of reviews with key clients, an implementation plan was
constructed involving the design of a two-year development programme and
rolled out to every member of staff. Data requirements were specified, new
competencies defined and an overall new way of working that resulted in
increased sales and motivation for staff.
Customer Relationship Management
Project with major Scottish Bank
Strategic Consultancy
The relationship process between the Bank and the Business Banking customer
was assessed. This involved researching customer preferences, analysing day to
day behaviour and constructing a plan to strengthen the overall business
relationship, in order to achieve increased competitive advantage.
Scottish Federation of Housing
Associations
Customer Management Programme
Design & Implementation
The SFHA is the national, representative body of all housing associations in
Scotland reporting to the Scottish Executive and responsible for the support,
consultation process, training and development of its members. As a not for profit
organisation it is required to manage its business from a combination of
membership fees and revenue from income generating activities. As such it has to
demonstrate value for money, while ensuring that its operations run as efficiently
as possible.

5. The ICD Partnership Limited
Birklea, Perth Road, Dunblane, FK15 0EZ
T: 07973 329 669 F: 01786 821 245
www.icd-partnership.co.uk
Registered in Scotland: SC260287
The requirements and hence value that SFHA needs to deliver to its diverse
membership (a range of small to medium sized businesses) is very different to
when it started. A review of the organisation highlighted the need to segment the
membership base and review its processes, staff structure and culture, how SFHA
communicated with customers, the nature of data and information collected and
the nature of value added services required to increase revenue from commercial
sources.
Support for a programme of business transformation is ongoing to coach key staff
and support the shift towards a customer centric culture.
Key Client Review with
Johnson and Johnson
Customer Management Consultancy
A series of client relationship assessments utilising the ICD Partnership Key Client
Review process made it possible to determine the current state of the relationship
between key accounts (hospital trusts) and the company. The process made it
possible to establish gaps in communication, service provision, supply and
distribution of products and knowledge and to measure the degree of customer
satisfaction that existed at that time. Analysis of the results of this and other
extensive research allowed recommendations to be made on a service
improvement plan.
Following the review of customers, a new service model was developed to better
support the customer base, segmented by value and managed accordingly. A
further series of interviews were then undertaken across a number of business
units paying for the centralised service, to investigate, document and develop the
scope of a value proposition for them. On the strength of this research, a more
pro-active and profitable outbound service centre was then built, offering defined
services to “gold”, “silver” and bronze” accounts, a sales and marketing model
complementary to the field sales force and, importantly, a compelling value
proposition to and renewed respect from the internal customers (business units)
paying for this service.

6. The ICD Partnership Limited
Birklea, Perth Road, Dunblane, FK15 0EZ
T: 07973 329 669 F: 01786 821 245
www.icd-partnership.co.uk
Registered in Scotland: SC260287
Customer Relationship Management Audit
Luxury Resort Hotel
Strategic Customer Management
Consultancy
A full customer management audit was completed in the resort to assess the
customer centricity of its staff, operations, processes and to conduct a review of
the technological support in relation to the objective of delivering consistently
superior customer experiences. This wide ranging project entailed a complete
assessment across the business of the strategic planning process, HR function,
technological systems, sales and marketing planning and implementation, internal
and external communications strategy and the customer experience. A complete
review of the value proposition and segmentation strategy for the resort was
conducted and this resulted in development of an implementation plan to deliver
a CRM strategy.
The business specifications for a CRM system were established, as were the
priorities for implementation including recommendations on culture change,
marketing planning and practice and redesign of customer processes.
Further information regarding specific case studies can be found on the
enclosed disc.