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Building a Nationwide 2-1-1 Business Model
Homeowners Dignified Transition Project
Opportunities, Challenges and Lessons Learned
AIRS Conference May 22, 2012
Presenters
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Tino PazUWW
Linda DailyUWW
Lisa Bullen-AustinUWW
Steve Wertheim2-1-1 Cleveland
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Workshop Objective
Participants will be provided with information, tools and resources that would prepare a 2-1-1 provider to position its center or state system for participation in a nationwide contract.
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Agenda
• Bank of America – UWW Partnership Development
• Lessons Learned – What does a 2-1-1 need to do to participate on similar projects in the future? Things to consider?
• Tips from the participating 2-1-1 centers
• Business Model Construct
• Q&A
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Background
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200820082-1-1s received increase calls from struggling and distressed
homeowners
200920092-1-1 centers and UWW initiated a call to action to assist on the mortgage crisis and warned of the impact on a nationwide
scale
20102010Promotion of how 2-1-1 can help
respond to the crisis: Locally, State-wide, National Level in partnership
with Banking Industry 20112011Bank of America was the first to capitalize on it and offered opportunity to develop a new
business model from a national perspective
20122012The community services
helpline has received over 4170 calls since June
2011
20132013Other financial institutions
look to participate with UWW and 2-1-1 in projects
similar to the Help Line using the 2-1-1 dialing code
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Bank of America
To provide education and community resource support to enable a “dignified transition” for customers who will leave their home (short sale, deed in lieu, or foreclosure).
PrimaryEase the burden of the transition.
SecondaryDrive customers to engage with Bank of America to prevent foreclosure.
To provide education and community resource support to enable a “dignified transition” for customers who will leave their home (short sale, deed in lieu, or foreclosure).
PrimaryEase the burden of the transition.
SecondaryDrive customers to engage with Bank of America to prevent foreclosure.
United Way Worldwide has been an invaluable key partner for the development of the Home Transition Guide as well as providing exclusive information and referral telephone services to assist our customers in identifying community services.In addition, community leaders served as members of an Advisory Group to provide guidance for the program, including development of the Home Transition Guide.
•CredAbility
•Homefree-USA
•National Urban League
•NeighborWorks® America
•National Council of La Raza
•Homeownership Preservation Foundation
•National Foundation for Credit Counseling
•National Coalition for Asian Pacific American Community Development
United Way Worldwide has been an invaluable key partner for the development of the Home Transition Guide as well as providing exclusive information and referral telephone services to assist our customers in identifying community services.In addition, community leaders served as members of an Advisory Group to provide guidance for the program, including development of the Home Transition Guide.
•CredAbility
•Homefree-USA
•National Urban League
•NeighborWorks® America
•National Council of La Raza
•Homeownership Preservation Foundation
•National Foundation for Credit Counseling
•National Coalition for Asian Pacific American Community Development
Objective The Partners
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Transition Guide
Guide Placed In Folder
Cover Letter & Envelope
Folder With Pocket
Community Resources Helpline Objectives
1. A trusted advocate and non-profit to help customers through the transition
2. Single phone number to call
3. Consistent and established process to obtain referrals that would stand up to media scrutiny
4. Use an 800 number as the face of 2-1-1 without submitting 2-1-1 to the media and political scrutiny
5. Provide Bank of America specialized reporting regarding the unmet needs of their customers in transition
6. Nationwide focus on customers in need while continuing to build capacity within the 2-1-1 network for future nationwide contracts
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SUCCESS STORIESMaking a difference one referral at a time
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Homeowners Transition Help Line
United Way Homeowners Transition Help Line provides a neutral environment where customers are given referrals and information that empower them to make better decisions regarding their situation
What do customers want when they call?
1. Assistance to resolve their home loan issues or stay in home
2. Better understanding of Short Sale and Deed in Lieu
3. An advocate and an impartial, empathetic ear
4. Referrals that can help regain financial stability i.e. Utility Assistance, food, prescription assistance, employment counseling, finalization of mortgage issue
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What 2-1-1 centers need to do to participate in the future?
Do you have……
Basic call center equipment and technology
I&R software – cloud based
Demonstrated quality metrics
Ability to identify and integrate new resources into a common database
Business Continuity Plan
Dedicated Quality Assurance FTE
IT capacity and back up/redundancy in place (Wi-Fi, routers)
Available office space for dedicated FTE or room for expansion
Risk assessment and impact on your organization
Internal cash flow system
Can do attitude/flexibility
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Quality AssuranceMeasuring our success in meeting the customers needs
Program Management
•Quality Assurance Manager job description
•Calibration and mission alignment
•Evaluation criteria
•Metrics/Reporting – similar/consistent with other contracts
•2-1-1 Site Management
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Technology
•Telephony
•Database
•Dynamic & Real-time Reporting
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TIPS AND LESSONS LEARNED
FROM CLEVELAND AND PORTLAND 2-1-1 CENTERS
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Tips and Lessons LearnedCleveland’s Decision to bid……
Pros Diversification of Funding Use of new technology Work with United Way
Worldwide Collaborate with another 2-1-1 center Cross-train staff Private Sector Contract Blueprint for future of 2-1-1 Respond to a National
Need
Cons Aligning with a Bank Funder may not like your
ideas Rapid Start-Up Project did not serve a
universal public Razor thin overhead Multiple phone and
database systems Vendor versus
collaborative relationship
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Implementation Challenges and Concerns
Tight budget - What happens if health care costs increase?
Rapid-Start Up - Needed all departments to work together quickly
Physical space required expansion
Re-Assignment and addition of management staff
How to best deliver the service? What database? Protocols?
Metrics/Quality focus for a call center is different from a standard 2-1-1
Getting the Contractor to listen to 2-1-1 ideas and expertise.
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Project Benefits (Upfront and On-going)
Money for physical expansion of 2-1-1 center
Cross-training staff on 2-1-1
Created a “farm team” for 2-1-1 staff when project ends
Utilized/Tested In-Contact, cloud-based contact center
Provided reason and funding to re-structure contact center management staff (e.g., new Quality Assurance, Training and Recruitment position)
Able to learn from United Way Worldwide’s Project Management Staff with technology and/or contact center industry experience (e.g. reporting assistance, calibration calls)
Able to work with/learn from another 2-1-1
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Tips and Lesson’s Learned(Advice to other 2-1-1 centers)
Budget carefully – have a little bit of cushion, but don’t expect to turn a large “profit.” Remain competitive.
Strategically spend the dollars (infrastructure improvement, lasting items).
Have a precise recruitment process, be critical of hires and be prepared to remove people from the project.
Have quick access to specialists (Information Technology, HR, Building Management).
Understand the mission of the project may differ from the mission of 2-1-1.
Be flexible – the project could require you to “learn new moves”
Don’t expect to fix everything or align the project to your expectation – the funder has their own agenda.
Be Careful of Mission Creep!
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Business Model Generationby Alexander Osterwalder &Yves Piguneur
A Business Model describes the rationale of how an organization creates, delivers and captures value.
1.Co-created by 470 business practitioners from 45 countries
2.Provides a framework for re-examining current business models and developing new models
3.Defines concepts to aid in developing common vision, models and implementation strategies
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Business Model CanvasNine Elements
A Business Model is how a business creates, delivers and captures value
1.Customer Segment CS
2.Value Proposition VP
3.Customer Relationship CR
4.Channels CH
5.Revenue Streams R$
6.Key Partnerships KP
7.Key Resources KR
8.Key Activities KA
9.Cost Structure C$
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Business Model Canvas
KP KA VP CR CS
KR CH
C$ R$
Legend
KP - Key Partnerships
KA - Key Activities
KR - Key Resources
VP - Value PropositionCR - Customer RelationsCS - Customer SegmentCH - Channels
C$ - Cost Structure
R$ - Revenue Stream
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Cost Structure Guiding Principles
1. Provide 2-1-1s with necessary operating capital to build infrastructure, capacity and deliver quality service
2. Provide $$$ for 2-1-1 US network infrastructure development
– Telecommunications platform and linkage
– Database usage fee –seed money for Disaster Data Management System development
– national staffing capacity
3. Ensure call to inquirer is free
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Questions?
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Contact Sheet
Linda Daily – United Way Worldwide: [email protected]
Tino Paz – United Way Worldwide: [email protected]
Lisa Austin – United Way Worldwide: [email protected]
Stephen Wertheim – 2-1-1 Cleveland: [email protected]
Diane Gatto – 2-1-1 Cleveland: [email protected]
Liesl Wendt – 2-1-1 Info Portland: [email protected]
Troy Hammond – 2-1-1 Info Portland: [email protected]
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Thank you
