Leveraging Siebel CRM for Accountability, Responsiveness and

Efficiency in Government

Contact 311 To Get It Done!

Steve HeissnerStephen.Heissner@MontgomeryCountyMD.gov

History Business Goals & Objectives of the Initiative

– A single three-digit number to access information & services– A user-friendly, self-service web portal– Ability for County Departments and residents to track service

requests– Information to more effectively plan and allocate resources– Consolidated departmental call centers for efficiency and cost

savings

Vision

“Create greater responsiveness and accountability in meeting the needs of a

very diverse county.”

Montgomery County Executive Isiah Leggett

MC311 Vision Statement

Single point-of-contact for enterprise customer service delivery

and customer satisfaction.Improving functionality of existing systems and

data quality across County Government.

MC311 GoalsACCOUNTABILITYTo create a higher quality of service delivery through service request tracking and traceability.

RESPONSIVENESSTo provide residents with easy access to the information and service channels of Montgomery County Government.

EFFICIENCYTo achieve operational efficiency through gathering essential information for improved resource allocation and planning.

MC311 Objectives Establish the Customer Service Center (CSC) to provide

effective service and increased responsiveness. Provide the information systems and data necessary to

ensure timely and satisfactory disposition of customers’ requests.

Provide information needed to proactively make program resource allocation/reallocation decisions.

Integrate with the ERP solution and CountyStat initiatives.

What is 3-1-1? 311 provides a single contact number for non-

emergency requests for information, service and complaints There are four types of calls to 311:

- Information requests (up to 80% of all calls)- Service Requests- Referrals- Complaints, comments and compliments

With more than 13,000 phone numbers and 10,000 email addresses, there is now one number to access County information & service

Need to ContactCounty

Government?

Contact3‐1‐1

“One‐Stop” Shopping MC311 Customer Service Center

Customer Request TypesGeneral Information 67%Service Requests 27%Referrals 4%Miscellaneous                    1%

Customer Centric ModelIntake:  Customers Service Representatives (CSRs) from all Departments have been consolidate to form the CSC, leveraging skills and knowledge to perform Countywide customer service. 

Customer Service Center (CSC) Hours of operation

- Monday through Friday, 7 a.m. to 7 p.m.- Online access available 24/7/365, www.mc311.com

Staffing- 43 Customer Service Representatives (CSRs)

• 30 County, 13 “In-sourced” Contractors

- Over +30 telephones numbers redirected

CSC Key Performance Indicators (KPIs)

Abandon Rate: Fewer than 5% of calls abandoned Speed of Answer: 80% of calls answered in 20

seconds or less Customer Satisfaction: Consistently 85% or greater Average Call Handling Time: 4 minutes Service Request Accuracy: 95% of Service Requests

closed according to established performance standards

MC311 Technology

CRMCRM

Siebel 8.1 Public Sector Base

Siebel SmartScripts

Siebel CTI –Tool Bar

Siebel E-mail Response

Siebel Quality Management

Business Intelligence

(BI)/Reporting

Business Intelligence

(BI)/Reporting

Oracle OBIEE 10

Oracle BI Publisher

Analytics –Data

Warehouse

Analytics –Data

Warehouse

Oracle Contact Center

Telephony Analytics

Oracle Service Analytics

GISGIS

ESRI ArcGIS

CTI CTI

Avaya -Interaction

Center (IC) 7.2

Avaya -Call Management

System (CMS)

MC311 GIS IntegrationSR to GIS Jurisdiction &

Location InformationSR Tends & PatternAnalysis Information

Call Performance Measurements, BI Dashboards & Analytics

Measuring Call Center Intake Volumes Stats

Measuring Call Center Intake Performance Stats

Service Request (SR) Performance Measurements, BI Dashboards & Analytics

SR Type & Volume Stats SR Ranking – Most Requested SR Stats

Service Level Agreement (SLA) Dashboards & Analytics

MC311Web Portal

24x7 Availability Key Word Searchable Knowledge Base Available via Mobile Device Service Request Management

(Intake/Query)

www.mc311.com

“Key Word” Searchable

Knowledge Base A knowledge base containing

FAQs, documents, and information:

4,000+ Department Knowledge Base Articles (KBAs)

Instruction Sets & SLAs Provide consistent, accurate, and

complete responses to General Information/Frequently Asked Questions as presented in the content

Perform Directory Assistance Transfers to Department Subject Matter Experts ONLY when instructed by the content

Gather critical information needed to complete Service Requests as prompted by the content.

Measured Success!Accountability

• Tracks all customer requests and assigning accountability for resolution• Increases Executive Management’s access and awareness of requests and delivery of services• Records all customer contact• Provides customer access to the status of their information and/or service request, i.e., “closed-loop”

Responsiveness

• Provides a single point-of-contact for the general public to Montgomery County Government information and services, reducing the “points-of-contact” for non-emergency requests for information and services

• Informs the customer of the status and final disposition of their request• A multi-channel service request intake and status processes: phone, web portal , IVR and e-mail• Multi-language CSRs, including: Spanish, Korean, Chinese, Vietnamese and French• 311 access from wire-line, wireless, and internet telephone service carriers

Efficiency

• Consolidated 5 different Department call centers• Provided service to lower cost channels: Web Portal and IRV• Directed over 30+ County government “information and referral” phone numbers to MC311 CSC• Reduced telecommunication and information support costs• Provide management the information needed to proactively make program resource allocation and reallocation

decisions

Lessons Learned Devote Adequate Time & Resources for Planning: ~18

months on strategy & process then ~6 months implementing the technology. Budget ~20% of initial CRM technology investment for

ongoing annual O&M. Leverage experienced Consultants specific to 311 and

Siebel CRM: OPUS, Winborne & Costas, etc. Training and change management are not an after

thought Forced staff transition not optimal

Awards / Recognition2010-2011 Technology Solutions AwardTelecommunications & Information TechnologyWINNER – Population +750K

2011 Gartner & 1to1 MediaCRM Excellence AwardsCustomer AnalyticsSILVER WINNER

Future Challenges Integrate with or consume legacy back office systems?

Supporting Mobile Device Access External customers – county residents Internal Users (example: Field Service for

Department of Transportation) Currently using HTML5

Tracking Mobile Usage By Device Type By Operating System