Council integrates CRM for single customer view

Southwark Council is conducting a major analysis of how the public uses its services after creating a single view of its “customers”.

Southwark Council is conducting a major analysis of how the public uses its services after creating a single view of its “customers”.

The London borough council achieved the single customer view by integrating its customer relationship management and business intelligence applications.

Managers at the council can now see who is using their services and when they are using them.

Council IT director David Curry said, “The big aim of the project was to get the single view of the customer so we could understand how our customers were interacting across all the different council systems.”

The authority moved three of its largest services on to MySAP CRM and SAP Business Information Warehouse over the past 12 months.

It began by consolidating three customer contact centres into one and implementing MySAP CRM in the new centre in May 2005.

The council followed the launch of the contact centre with a year-long effort to integrate MySAP CRM with its housing repairs, revenues and benefits and environment and leisure IT systems.

The system enables contact centre staff to answer queries about 25 separate council services. Southwark plans to integrate all of its remaining legacy applications with the CRM system.

Curry said, “We accepted that by just adding a CRM layer on top, we would not get any efficiencies. By doing the integration, we got the benefits.”

The council will benefit financially from the integration exercise when it removes some 60 legacy applications this September. According to Curry, this will save Southwark £2m in software licences over the next five years.

 

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