Krifa puts the member at the center

April 21, 2021

Krifa works to create good job satisfaction for its members. This is the vision of the country's fourth largest trade union movement. And now, an ambitious development project will make the road to good work even easier for both members and all the 'curious' and potential members who are in contact with Krifa every single day.

In fact, this is a fundamental change in the organization's view of member contact, which goes hand in hand with an ongoing transformation of Krifa. From being an unemployment insurance fund and a trade union, Krifa will develop into a so-called working life movement that can help members in all phases of working life and not just in the classic strikes when you need financial security or legal assistance.

The goal is to break down barriers between IT and marketing. Between core and customer. Historically, many independent systems have been built up here for handling data, and data security considerations have sometimes stood in the way of open and transparent member contact.

The project is anchored in Krifa's management with IT Manager Jens H Terkildsen and Head of Communications Thomas Bank Møller at the helm. Both agree that it is necessary to look at the entire value chain. The member's meeting with Krifa at all contact points is important – regardless of whether it takes place in member service and case processing, or whether it is a subscription to a newsletter.

– We naturally receive and process many different types of inquiries and thus also data. In connection with a case processing, a member can provide enriched and perhaps sensitive data, while others may only just sniff a little at one of our digital platforms. Regardless of who and what – the goal is that all contact points are of equal value, explains Jens H Terkildsen.

Control of all touchpoints

With 190,000 members and many different contact points, it is not necessarily all information that is collected by the current IT and system architecture, and the task is therefore to first lay out a roadmap for better data flows between core and customer, thereby creating the basis for delivering relevant and accurate information and a personal and relevant member service. And this is the challenge that NexusOne has now been asked to help solve. Thomas Bank Møller says:

– Today, we have a good and close dialogue with our members, but we must also note that there can be differences in how you meet us in one of our many digital touchpoints. In short, we want everyone – no matter where – to be met with a relevant, precise and personal 'Krifa voice'. This requires a strong data management and model so that the right data is always available across all systems.

If the goal is to be translated into IT lingo – it is something about 'seamless integrations across frontend and backend systems, so that a common data basis can form the basis for intelligent communication'.

To get there, NexusOne must now contribute with a more thorough analysis and a roadmap, which will give Krifa's management a clear picture of how to reach the goal. In headlines, this means that in the coming weeks, NexusOne will prepare function maps, data modelling, system architecture, platform clarification and delivery plan. Jens H Terkildsen says:

– In the selection of consultant for this project, we have placed great emphasis on the fact that NexusOne's team has hands-on experience with the core systems we use, plus a deep understanding of the process part itself. At the same time, they can put together a team that we can see ourselves working closely with both personally and professionally.