Integrating customer relationship management (CRM) software with geographical information systems (GIS) improves public services at Tunbridge Wells Borough Council.
Officers at Tunbridge Wells Borough Council realised that a radical transformation of service delivery would be required to support a move towards managing multiple enquiries at a single point of contact and away from the traditional model of service delivery with multiple reception points located across a number of sites. The existing service was slow, inefficient and paper-intensive (forms completed in duplicate and faxed between reception staff, back office and contractors); with inaccurate location information and poor data quality (including customer address information held in up to 120 spreadsheets) and the inability to self-serve via the Internet.
Tunbridge Wells Borough Council has now embedded ESRI® (UK)’s LocalView®, with Ordnance Survey mapping data at various scales, at the heart of business processes; creating effective connections between Tunbridge Wells Borough Council’s services, residents, businesses and partners. Providing comprehensive access to spatial data for professionals and analysts, LocalView has also provided staff and the public with the ability to quickly and easily find out information and report problems via easy-to-implement integrations into the website and Lagan® Enterprise Case Management (ECM). Supporting key themes of customer insight, channel migration and avoidable contact, the results of the project form a cornerstone of the council’s future transformation strategy. The LocalView Intranet within Lagan ECM allows staff to quickly identify existing reports of graffiti; abandoned vehicles and fly- tipping and eliminate duplication of service requests. Cases are plotted on a map as points symbolised using a ‘traffic light’ system: open (green), in progress (amber) or closed (red), and labels are used to display case references and other information such as vehicle registration numbers for abandoned vehicles.
Subsequently, there has been a channel shift from face-to-face enquiries to online customer transactions (via the LocalView Internet site) that has achieved significant savings on administration costs of service requests. Tunbridge Wells Borough Council’s estimated cost of one face-to-face customer transactions is £10.00 compared to the estimated cost of one online customer transaction of £1.00.
- Speedier and more accurate customer service with reduced end-to-end processing times and auto-forwarding for service requests.
- Improved choice of how a citizen engages with the authority (online access to council’s GIS data and the LocalView Internet site).
- Self-service information ‘at the fingertips’ for online fault reporting service requests.
- Elimination of duplicate service requests.
- Better targeting of resources using GIS/CRM data as an analysis platform (for example, graffiti hotspots).
- Profile of GIS raised across the authority as the project delivered cash savings and other tangible benefits.