how to get a single view of the customer - a solution for local government and the water industry
TRANSCRIPT
Conductor
Concepts and Components
for
Local Government and the
Water Industry
www.symphony3.com
What is the Challenge?
• We can’t combine information from different systems to get an overall
picture.
– eg we don’t understand our overall relationship with our customer (or
ratepayer)
• We can’t keep information current or in sync.
– (One source of truth – meaning one edit point.)
• Social media and the “Cloud” have just made the challenge larger.
• Social media generates random unstructured data from multiple sources.
• We currently store and edit the same information in several systems.
• Our point to point integration is becoming unmanageable.
• Some data is still in “Proprietary” formats – ie GIS.
What is the Opportunity?
• We can enter out data once and use it in all systems.
• We can add Social media information in our existing corporate systems.
• We can see all of our customer interactions together and get a single
view of the customer (ratepayer).
• We can directly co-ordinate information with other levels of
government.
• This means:
– More streamlined internal processes
– A better understanding of the needs of the ratepayer
– Better Service Delivery through more meaningful engagement.
– Connection with the “next” generation.
What is “Conductor”
• It is a series of steps to help an organisation achieve these goals.
• There are four stages to it:
– A sanity check that it will deliver benefits and then a high level project scope.
– Understanding the information needs of the business.
– Ensuring information content is complete and able to be linked together.
– A technical environment to fill in the gaps between existing systems.
• The outcome may be different for each organisation.
• It is specifically designed to manage Social Media Information into the future.
• Conductor concentrates on three core information areas:
– Asset and Spatial information
– Property and Address information
– Customer Information (Single Customer View including Social Media)
• Some organisations may only implement part of one of these.
What are the four “Conductor” Stages
1 A Sanity Check.– Will it solve our challenges and thus what parts of conductor are needed.– What is the capability of the organisation to achieve the outcomes. – What is the suggested scope and timeline.
2 Understanding the Information Needs of the Business.– We believe that after having worked in 50+ Local Governments and Water
Authorities we know the basic answers.– Thus we do this as two steps:
• A gap analysis with our generic framework (Logical Boxes)• We let you tell us what your information issues are.
– This approach allows us to very efficiently produce an action plan.– The conductor program is often complementary to our core consulting activities.
(Communications, Social Media, GIS, Asset Management or Address/Property management).
What are the four “Conductor” Stages
3 Ensuring information content is complete and able to be linked.– We have to understand how the information links together and where the source of truth for each
piece of information is:
• We already understand the underlying information relationships (data model) needed to make this work.
• This component is basically a content clean and primary key matching exercise between systems.
– For example we know that a local government is capable of having 25 different address registers. We need to understand which records in which system match so we can go to a common address register – if necessary feeding the rest of the systems.
– If we have put GIS into your organisation at some stage over the last 20 years we will have already done part of this.
4 A technical environment to fill in the gaps between existing systems.– So far the theory is good, but we make sure it can be technically achieved.
– The heart of the system is a database which can switch and manage information.
– We wrap this with a modern integration layer so the content is maintained using existing systems.
– Our preference is for you to build and run it with our support and from our generic database design. Otherwise we can provide this as a service.
The Main Technical Components
Information Co-ordination – One Source of Truth
SQL Databases (Corporate Data Warehouse)Database Management Software
Property Data
Property address and maps
Parcel owner and maps
Valuations
Permits and Planning Applications
Asset Data
Copy of Relevant Asset Dataor
Live Asset Data
Live Spatial Data for Assets
Import & Management of New Data (A-Spec etc)
Database Views (Data & Maps) & Integration Layer
Customer Data (Single Customer View)
Customer Name and Address
Summary of all customer communications from all
systems
Import / Management of Social Media Data
BRIMBANK CORPORATE SYSTEMS
Single Customer View(Customer Understanding)
A Practical Example – Brimbank City Council
Social Media Interactions
SOCIAL MEDIA ENVIRONMENT
Tell Brimbank (Custom App)
TwitterFacebook
Confirm(CRM)
CORPORATE SYSTEMS
Single Customer View(Customer Understanding)
The Next Steps
CRM CopyCustomer Name Customer Postal Add
All Customer Transactions
Community Attitude Maps
Social Media Interactions
SOCIAL MEDIA ENVIRONMENT
AGGREGATING SOCIAL MEDIA FOR INCLUSION INTO CORPORATE SYSTEMS
TwitterFacebook
Neat Streets
Snap Send Solve
????Corporate App
(iPhone etc)
CRM(Manage Social
media with existing systems)
Other Customer Touch points
Records(Keep Social
Media Interactions)
SQL Database (Corporate Data Warehouse)
A Long Term Example
GIS EditSQL Database(transactional)
Web Based
GIS
MapInfo + ACADArcView + 3D
(Analysis/Design)
CRM DataSQL database
(transactional)
Asset Man
System
MapInfo Editing
Software
Database Management Software
Official Public
Website
Asset DataSQL database
(transactional)
GIS Data
Asset Data
Social Media Data
CRM DataName and Address Register
Database Views (Data & Maps)
Web Services Library (Data & Maps)
INTEGRATION LAYER (Web 2.0)
EMERGENCY Services
Other Public & Private
sector including Mapping Agencies
Public & Private Sector
Information Services
Web Services
LISTENING TO UNSTRUCTURED
DIALOGUE ACROSS THE WEB
AGGREGATING SOCIAL MEDIA FOR INCLUSION
INTO CORPORATE SYSTEMS
Neat Streets
Snap Send Solve
Custom AppBlogs
Forum Future Apps ??
??
Unstructured StructuredCRM(Call
Centre)
Need Further Information?
• Phillip Dooley [email protected]
• Fergal Coleman [email protected]
• www.symphony3.com