Camden Council gains richer insights into customer needs for a great customer experience.
The challenge
London Borough of Camden Council serves over 210,000 people across almost 22 square kilometres in the heart of London.
Making a real difference across their community, Camden Council has a vision of giving its citizens a great customer experience, with more choice. To build a holistic, connected view of their citizens, they needed a new CRM system to gain insights into the needs of citizens. At the same time, more self-service options would help empower service teams in achieving their vision of a true omnichannel contact centre.
Address quality issues
Quality of data in the legacy CRM system was poor, with manual input of forms leading to errors and delays in processing citizen data.
A joined up view
Moving away from standalone systems would ensure a complete view of citizen interactions and records for a better user experience. They deployed Citizen Hub, our full-stack, low-code case management, workflow and process automation solution for councils.
“What we have been able to do with Netcall, which we’ve never been able to achieve with any of our other products is the ability to go from an idea to the build and test environment and then to have it live within another week.”
Phil Quickenden
Head of Customer and Registration Services, Camden Council
The solution
Camden Council uses their new CRM, built in our low-code process automation platform, Liberty Create, to easily access important data about each customer. Surveys conducted within calls help understand the journey, while post-call surveys measure their service experience for a more connected view within the CRM.
Along with profiling each enquiry type, the team can view the customer journey in real-time, helping agents to build a picture of each individual. It also helps rapidly highlight opportunities for service improvements to be scaled out across other areas.
Citizen Hub is a proven way to improve council services constantly, quickly and cost-effectively. Local authorities get access to valuable apps designed specifically for them. The easy-to-use tech gives council users the power of low-code development so that they can constantly improve services, quickly and cost-effectively.
Local authorities can also share ideas and advice with peers at other councils, joining our collaborative community of peers.
With their goal to streamline customer experience, Camden will offer omnichannel services to help balance demand. With multi-skilled teams, they will handle emails, phone calls, and use more webchat to handle high demand areas eg, housing repairs.
Service designers from strategy and design teams work with technical CRM staff to look at solutions from a people, process and technology angle. This new process journey mapping approach means the team uses the right people to fix processes based on data.
Rather than relying on technology to deliver a good customer experience. A knowledge hub guides the team instantly on what they need to know at point of contact in terms of internal processes
From training to logging calls in their service, the service team went live with Citizen Hub within days. Now, team members can drive improvements themselves, supporting more self-service across other council areas.
Blending developer understanding with non-technical process and workflow insights, a multi-disciplinary team means skills include those in user experience, product management, development and business analysis
Caution register
Camden Council has created a caution register that’s linked to their CRM. That means they have an in-built process to flag issues with individuals of concern — with a workflow that escalates this to different management levels in a centralised way.
Blue Badge service
The team are working with Netcall, building on their expertise and council experience, in delivering an accessible transport service solution. Knowledge transfer is boosting confidence in their team and helping pinpoint issues around process and planning.
“There’s a big buzz around the platform, seeing that potential of connecting what are normally quite disparate parts of the organisation. Information is currency – and the rest of the organisation is thinking how they can get the most from this information.”
Phil Quickenden
Head of Customer and Registration Services, Camden Council
The result
70k records loaded from training to implementation
3.5 months training to using CRM
Increased self-service
Rapid go-live
Real-time customer journey views
Improved citizen data quality
What’s next
Camden Council plans to expand on case management requirements for community safety by building a module in Create. Expanding their use of workflows will support council services and deliver a more transparent customer journey, boosting first contact resolution. Building on their skills, the team are considering new opportunities across other council service areas. expand use of work flows through the system to boost first contact resolution and transparent customer journey.
Impact
Richer
quality citizen data
More
self-service
Real-time
customer journey views
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