January and February 2016 Credit Management

INTERVIEW
Mark was not out of action for long,
securing a job at AN Media (part of the Daily
Mail) to help set up a customer service
function within its Shared Services Centre
(SSC), improving the way that enquiries
from customers and suppliers were
handled, many of which included queries
over payments. His role then morphed
again to include not only customer services
but also credit management, becoming first
Head of Credit Management for Northcliffe
(owned by the Daily Mail) and then Head of
Credit Management for Local World, one
of the largest regional media networks in
the UK (and now part of the Trinity Mirror
Group).
Ever keen to learn, Mark immediately
looked into becoming a CICM member and
began his professional qualification (Level 3)
through evening college. He invited others
to take part such that he now has a team
of a dozen or so at various stages of their
ACICM qualification, all of which was fully
funded by Local World.
“Level 3 was an excellent course,” he
explains. “It was practical, helpful, and as
far as it could be, enjoyable! Some of the
modules, such as law, were really quite
tough, so it certainly gets the grey matter
going.”
Having seen the advantages of a CICM
qualification personally, Mark next looked
into how he could develop the team
still further with a CICMQ accreditation:
“CICMQ was brilliant,” he says, “as there
was so much focus on staff engagement.
The impact on staff morale has been
incredible.”
Once again, Mark says that qualification
was by no means guaranteed, and the
team was especially challenged by the
‘event’: “We hit something of a brick wall,”
he admits, “but our mentor, Chris Sanders,
was on hand to help us through it.
“Chris helped us to set an unachievable
objective that you know can never be
met, but that you know that in trying you
will achieve your best ever result,” he
explains.
Local World’s ‘event’ - christened ‘Catch
22’ – was a mission to collect £22 million
(in a single month): “Our offices became
war themed,” he remembers, “with replica
soldiers, canons and even a helicopter that
moved across the ceiling when each £1
million was collected. The team was really
creative.
“Although the team of course fell short
of our £22 million target, we still collected
more than £15 million which was an alltime
record. We did it by targeting those
larger customers who always paid late,
and identifying the ten biggest for each
controller and each team. We instigated
a new dispute resolution process so that
any with a ‘Catch 22’ reference had to be
resolved that day.
“We also devised a series of incentives
and games,” he continues, “that were
performance focused. This meant rewarding
teams who signed up a customer to Direct
Debit, or for taking card payments. With
other games such as Ten Pin Bowling and
Play Your Cards Right, we created a real
buzz and excitement.”
CICMQ took the Local World credit
team to a new level of appreciation, both
inside and outside of the business. Mark
instigated a credit control ‘roadshow’,
presenting to different parts of the business
around the country: “That way we were
able to tell them who we are, what we do,
and how we can help them to improve their
sales. Feedback was excellent, and we
continue to find new ways to improve.”
Mark is keen to point out that the team
is not resting on its laurels. They are now
able to turn around and resolve queries
within five to six days – a process that used
to take weeks. They are ale to do more with
less, delivering a better performance with
fewer staff. Staff retention has improved –
an indicator, Mark believes, of a team that is
both stimulated and rewarded. But there is
more to be done.
As another external benchmark, the
team entered the CICM British Credit
Awards, and won Project of the Year.
In 2016, it will be seeking CICMQ reaccreditation.
Their work is ongoing.
And as for Mark, did he ever achieve
his own personal ambition of becoming a
pilot? “I do have my private pilot’s licence,”
he smiles, “and there is nothing like your
first solo and first landing to really put the
concept of stress into perspective!”
The recognised standard in credit management
www.cicm.com Jan/Feb 2016 27