active card presentation - west of england card presentati… · – 100,000 card holders by 2012...
TRANSCRIPT
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The Active CardAn Active Mind in an Active Body
More people, More Active, More often!
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The Active vision
• Active – ‘The Olympic Legacy’– 100,000 card holders by 2012– SMART card technology– Improved communications for leisure and
culture– Greater understanding of customer
behaviours – Inclusive– More people, More Active, More often!
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Active – the opportunities• SMART card technology/multi application
platform– Transport– Concessions– Staff card – access to Council buildings– Proof of age card– Identity card– Cashless catering in schools– Car parking
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Active – the opportunities• Discounts in local shops (Smarter
shopping)• Arts and entertainment• E-voting• Online directory of services• Differential pricing• CRM systems• Electronic purse
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Active – the benefits
• Only one joining application – one point of contact
• Can be used to measure NI14 (avoidable/unavoidable contact)
• Delivering the e-government agenda• Stronger customer focus• Improved customer insight
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Active – the benefits
• Easy and convenient to use• Faster way to pay for ‘low’ value
transactions• Secure payments• Accessibility• User friendly
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Active
• Delivering one solution for our customers– Clear messages– One card – one brand– Tangible benefits for the customer– Measurable benefits for the council and its
partners
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Where we were
Librarydatabase
Leisuredatabase
ConcessionCards x 3
GymCard
Health SuiteCard
OutreachCards x 2
Sports Devdatabase
HealthdatabaseVoucher
Schemes x 3
BrandedIntervention
Projects
AccreditationBrands
LibraryCard
ArtsProjects
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What it looked like
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Where we are nowmany databases – 1 card
Librarydatabase
Leisuredatabase
Sports Devdatabase
Healthdatabase
Concessions
CustomerCommunications
CustomerInsight
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What it looks like now
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Using the database
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Using the database
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Using the database
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What we aim to achieve• 100,000 Active cards holders by year 2012
– Accurate customer data and insight– Regular & relevant communications about leisure and
culture in South Gloucestershire– Cross service promotion– Improved customer awareness of active lifestyle
opportunities– Improved customer satisfaction levels– Increased activity levels – up at least 1% per year
To create ‘The Active County’
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Key Learning Issues• Start with a clear vision
– people need to touch and feel it to understand
• Get chief officer buy-in– Cross dept/agency working needs coordinated leadership
• Phased pilots– Helps to make the change processes manageable and focussed
• Simplifying can be complicated– Always work from the customer backwards– This will change/complicate organisational working practices.
Don’t let that derail you.
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Key Learning Issues
• Accept that cultural differences will occur –and allocate time and resources to overcome them
• Take time to nurture good relationships and build trust – internal and external
• Maintain a customer focus throughout
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Potential for West of England
• Single card to access services• Joint marketing across the region with
potential for greater impact• Potential of encouraging new partners
(e.g. transport)• Economies of scale
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Using SMART card technology
• Bracknell Forest E+Smart card
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E+SMART Card applications
• Library Card• Leisure Card• Shopping discount card (in association
with local retailers)• School dinner card• Travel Card• Proof of Age Card• ID card for staff