Basildon Borough Council today announced it has selected and implemented Microsoft Dynamics CRM from Public Sector specialist, Optevia, as part of its wider strategic Customer Experience Programme – an initiative to invest in technologies that enable more effective interaction with the Council and its services.
A multi-phased project, the CRM deployment will ensure:
– Customer information and details of their enquiries can be entered in a single system, and referenced many times as appropriate (according to the access privileges established).
– Basildon Borough Council can build a timeline of customer enquiries and interactions from first point-of-contact, through to resolution.
– Basildon Borough Council can draw on valuable Customer Insight, and build a body of knowledge on which to base key future decisions. The organisation is keen to improve how customers can expect to interact with its services, and the insight provided by capturing high-quality channel data will be invaluable in identifying the best approach.
– Customers will be able to log requests for assistance via the web and track the progress of their request online.
“Our strategic goal is to improve the Customer Experience, and this in turn will drive the costs of our operation down. By making use of improved Customer Insight, we can make smarter decisions on how to improve our services and put the customer at the heart of service delivery. We see Dynamics CRM as being a key enabler of change, and the catalyst for the realisation of significant efficiency savings,” says James Dansey, Dynamics CRM Implementation Project Manager, Basildon Borough Council.
“Our previous CRM system was incapable of supporting the scale of planned expansion of our Customer Service Centre. It offered very limited integration with other systems and provided limited Customer Insight and Business Intelligence. Coupled with changing infrastructure requirements, we thought it was time to look for a better way.
Basildon Borough Council’s Customer Service Centre annually handles 680,000 telephone calls, around 84,000 face-to-face visits and receives 3,400,000 web page views. Until now, most customer enquiries were handled in individual departments (usually with an individual system to match), and not at the first point-of-contact, invariably the Customer Service Centre.”
Mr. Dansey continues: “We recognised that up to 80% of customer contact could be resolved without technical advice, or resolved without warranting interaction with an individual department. We want to shift that 80% to be handled by our Customer Service Centre and therefore, we need the systems and a technical partner that will enable us to do that – in Optevia we have both.”
Phase Zero of the project has seen 13 services go live including; Special Collection requests, Abandoned Vehicles reporting, Missed Bin Collection reporting and Street Cleaning requests. Phase One will integrate Dynamics CRM with a Web Portal (also provided by Optevia), which will enable the processing of Customer Requests online.“Dynamics CRM will enable us to be more proactive with our strategic customer-centric approach. It will give us better analysis and reporting, as well as a single view of our customers across all contact points and channels, in our Customer Service Centre and online. In time, it will become the backbone of our customer relationship management and will be fully integrated into all of our front-line services,” concludes Mr. Dansey.
Tim Vernon, Managing Director at Optevia comments; “This is a very ambitious project, but one that I know Basildon Borough Council will be successful with. They have a great team, and by working very collaboratively, we can fully understand their processes and workflows. Together, we are undertaking possibly one of the most innovative projects I have been involved in. They should be applauded for their approach and their vision.”