ashford bc case study atlas ni conference feb 2012 v2

Technology, customer delivery & organisational changeRob Neil, Head of Business Change & TechnologyJulie Rogers, Strategic Customer Services ManagerAshford Borough Council

• 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…

Customer Driven Transformation

Customer Journey

OrganisationJourney

SystemsJourney

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

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

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

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

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

Investments in functionality

% of new licence revenue

Forrester, 2006

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

Voice services expand…

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*

ICT & Customer ServicesAshford Borough Council

Civic CentreTannery Lane

AshfordTN23 1PL

(01233) 331111

www.ashford.gov.uk

• Schools• Emergency Services• District & Boroughs• Kent Connects• Kent County Council• Universities & Colleges• Libraries & Museums

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

Tech at the heartof the business

For more information

(01233) 330850

rob.neil@ashford.gov.uk