Ashford bc case study atlas ni conference feb 2012 v2
Transcript of Ashford bc case study atlas ni conference feb 2012 v2
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Technology, customer delivery & organisational changeRob Neil, Head of Business Change & TechnologyJulie Rogers, Strategic Customer Services ManagerAshford Borough Council
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• Geographically largest borough in Kent
• Growth Area• Pop. 115,000 (at the moment)• Demographically diverse• Historically challenging budget
constraints• Improved customer service a key
corporate driver
Setting the scene…
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Customer Driven Transformation
Customer Journey
OrganisationJourney
SystemsJourney
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Modernising the customer experience
• Understanding customer contact– Transactional vs relationship enquiries
• Access Strategy– Ensure consistent service delivery– Match delivery mechanisms to customer base
• Integration– Make information available over all required
channels
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Modernising the customer experience
Customer Contact Centre
Multi-channel call centre
CRM
Re-engineering the organisation
Multi-agency service delivery
Understanding our customer base better
Channel shift
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Modernising the customer experience
• The Gateway Concept– Partnership based service delivery– Focus firmly on convenience and ease of access– Borough & County Councils, Skills Plus, local
healthcare agencies and voluntary organisations – Housing “Trailblazer”– Adult education packages and
free internet access• Other partners
– Libraries– Post Office
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Investment in customer services: why?
• Improving the customer experience– How do new processes and services affect the end
customer experience– Customer experience – “the degree to which
customers felt that interactions met their needs”• Boosting productivity of customer-facing workers• Need to reengineer customer facing services
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Investment in customer services: why?
• Exploiting customer analytics– Understand customer behaviour better– Make insightful customer facing decisions– More robust customer data integration &
management– Key to unlocking value in customer services
investment
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Investments in functionality
% of new licence revenue
Forrester, 2006
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The technology landscape
• Mitel 3300 ICP & vMCD• Mitel Contact Centre Enterprise Edition call centre
platform• Voice recognition and virtual agents• Teleworker• IVR• Call recording• DPNSS to legacy voice switch
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Voice services expand…
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Fitting it together
Unified comms
Call Centre Control
Mobilitysolutions
VMware vSphere 4
MCD*
VoIP G/W3300 ICP etc..
IP / SIPNGN Services
E1, P
RI, Q.SI
G
Q.931,
BRI,
ISDN30
MCD*
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ICT & Customer ServicesAshford Borough Council
Civic CentreTannery Lane
AshfordTN23 1PL
(01233) 331111
www.ashford.gov.uk
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• Schools• Emergency Services• District & Boroughs• Kent Connects• Kent County Council• Universities & Colleges• Libraries & Museums
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Business Benefits
• Flexible call handling• Promote self-help rather than assisted – phone and online• Reduced transaction times
– Screen-popping applications with caller details
• Deploy technology in innovative ways – better RoI• Reduced infrastructure costs• Efficiency savings of £265,000 pa
– Against overall budget of £543,000– Technology investment of £200,000
over 3 years
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Tech at the heartof the business