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Microsoft Dynamics

Customer Solution Case Study

Council on Target to Cut Costs and Improve

Customer Service with New Citizen Portal

OverviewCountry or Region: United Kingdom

Industry: Government—Local government

agencies

Customer Profile

London Borough of Newham delivers high-

quality universal public services to around

250,000 people living east of the City of

London close to the principal sites of the

2012 Olympic Games.

Business Situation

The council wanted to improve its services

and encourage more citizens to engage

with the authority through email and the

web rather than in-person at council

offices.

Solution

Microsoft recommended Microsoft

Dynamics CRM 2011 and Microsoft BizTalk

Server 2010, with support from Microsoft

SharePoint Server 2010.

Benefits

Speeds automation of business processes

Helps integration with other council

applications

Imports new workflow solutions Cuts waiting time

Offers staff easy-to-use CRM

―Word of the success of Newham and Havering in

shared services and digital engagement with citizens

is spreading, and discussions with others areongoing.‖

Geoff Connell, Chief Information Officer, London Borough of Newham

As a leader in public sector IT, London Borough of Newham

wanted to improve its service delivery and digital engagement

with citizens, while reducing costs. By sharing services with the

neighbouring local authority of Havering, Newham is

pioneering a transformation in both councils using Microsoft

Dynamics CRM 2011, Microsoft SharePoint Server 2010, and

Microsoft BizTalk Server 2010. Its online portal service, which

is available to every resident, will encourage more people to

conduct transactions online rather than at council offices.

With reusable technology, the platform will contribute to

Newham and Havering’s target of more than £11 million

cashable savings between them, without cutting front-line

services. Potential exists for other authorities—including the

London Borough of Waltham Forest—to join them, furtherimproving efficiency and providing high-quality customer

service.

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SituationLondon Borough of Newham is a unitary

authority led by a directly elected Mayor

serving a population of around 250,000

east of the City of London, in the United

Kingdom (U.K.). High-quality public services

and innovative approaches to their delivery

to citizens are central to Newham Council,

and nowhere are they more evident than in

the IT team under the leadership of Chief

Information Officer Geoff Connell.

In 2011, Newham embarked on a ground- breaking project to share technology and

support services with the neighbouring

London Borough of Havering, which will

result in £11 million of cashable savings for

the two councils. A new team drawn from

both boroughs under the leadership of

Connell will support systems and drive a

programme of standardisation.

Connell says: ―Our first objective is to hit

our cashable savings targets for 2011–12.

The second is to deliver challengingtechnology-driven change programmes in

Newham and Havering—in particular, those

in customer services.‖

Newham and Havering councils—to be

followed by the London Borough of

Waltham Forest, which hopes to join the

consortium later in 2011—have made it a

priority to launch new customer services

technologies for 470,000 residents, making

it easier for them to contact their councils.

With Waltham Forest included, the total

would reach 693,000 people. Connell says:―Critically, these are the same products,

deployed in the same way and sharing

design process, code, and support

arrangements. This could be a first in local

and regional government.‖

The Newham solution for citizen delivery

and digital engagement is considered by

many in government to be a good example

of how to achieve lean government. It

meets the challenge of delivering high-

quality services with fewer resources, given

the U.K.’s tight fiscal policies for local and

regional government.

As part of its strategy, Newham wants to

encourage as many people as possible to

go online following the lead set by the U.K.

Digital Champion Martha Lane Fox. She

argues that as well as delivering better

services for citizens, shifting 30 per cent of

government service delivery contacts to

digital channels has the potential to deliver

gross annual savings of more than £1.3

billion. This rises to £2.2 billion if 50 per

cent of contacts were shifted to digital.

SolutionNewham and Havering are standardising

on Microsoft technology for the desktop.

The new customer access information and

communications technology (ICT), which

went live in Newham in the second quarter

of 2011, is based on Microsoft Dynamics2011. This technology gives the council a

record of everything its customers do with

the authority, and is the first such

implementation of Microsoft Dynamics

CRM 2011 by a U.K. council. It replaces an

in-house developed customer relationship

management (CRM) system called LA CRM,

which was reaching the end of its life cycle.

The other core element of the solution is

SharePoint Server 2010 for the web portal

called My Newham—a single site for

citizens to access all council services. Thethird integrated product is Microsoft

BizTalk Server 2010 for the integration hub

and master data management. This

includes citizen authentication and a citizen

index. The latter shows all services in one

place and matches people up across its

systems.

―Our first objective is to

hit our cashable savings

targets for 2011–12. The

second is to deliver

challenging technology-

driven change

programmes in Newham

and Havering—in

particular, those in

customer services.‖

Geoff Connell, Chief Information Officer,London Borough of Newham

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Also included in the architecture is

MultiVue Identification Server from

Microsoft Gold Certified Partner

VisionWare, for consistency, and sharing

licensing discounts and implementation

skills. Newham took advantage of its

Microsoft Enterprise Agreement for low-

cost volume licensing of the system, which

will have 800 users.

Microsoft Gold Certified Partner 2e2

assisted with customisation of the core

Microsoft Dynamics CRM 2011 product to

make it more suitable for local government.

Lubin Hoque, Client Manager, 2e2, says:

―Our Local and Regional Government

Dynamics CRM Toolkit helps ensure that a

faster delivery timescale is met and

therefore a quicker return on investment is

achieved. It helps customers collaborate by

providing a common approach to

delivering council services. It also has core

elements that drive channel shifting—for

example, encouraging customers to switch

from telephone to email, and increasedself-service.‖

Wherever possible, Microsoft Dynamics

CRM 2011 native features have been used

in the citizen delivery and digital

engagement programme, with all

customisations validated against the

Microsoft Dynamics CRM support model.

Hoque says: ―The toolkit is underpinning

the transition of service delivery from the

back office to customer-facing staff. A

note-worthy improvement we’ve

introduced is 2e2 Search.‖

2e2 designed its search function with the

primary objective of making it quicker and

easier for the 60 agents at the Newham

contact centre—or the 140 staff at its eight

neighbourhood service centres—to

authenticate the identity of citizens. Shane

Mills, Customer Access ICT Programme

Manager, London Borough of Newham,

says: ―Previously, agents found it difficult to

find customers’ details on the system, so

they tended to create duplicates. The four

possible entry points—people, property,

reference, and service—are now all cross-

referenced and it’s easy to find customers

and link enquiries to them.

―As a result, the creation of duplicate

customers, which was previously a major

issue, has been improved by a factor of

100. Staff were creating duplicates at a rate

of around 10 per cent per month in the

existing CRM system. With Microsoft

Dynamics CRM, they’re only creating 0.1

per cent. The improved data quality is a

huge benefit to services across the council."

BenefitsWith Microsoft Dynamics CRM 2011,

Newham Council is achieving

transformation of customer services with an

integrated solution for citizen service

delivery and digital engagement. Its online

portal for every resident of the borough touse will encourage more people to conduct

transactions through email or the web

rather than queuing at council offices. By

reusing solution architectures and sharing

support costs, Newham and its neighbour

Havering are on target to make £11 million

cashable savings, with the prospect of

other authorities joining them. Connell

says: ―Word of the success of Newham and

Havering in shared services and digital

engagement with citizens is spreading, and

discussions with others are ongoing.‖

Channel Shifting Helps Automate

Business Processes and Reduce Costs

The council is starting with its most used

citizen services in initiating greater digital

engagement with residents. These include

service requests for waste bins and

recycling, parking enforcement, and

revenues and benefits.

―Staff were creating

duplicates at a rate of

around 10 per cent per

month in the existing

CRM system. With

Microsoft Dynamics

CRM, they’re only

creating 0.1 per cent.

The improved data

quality is a huge benefit

to services across the

council.‖

Shane Mills, Customer Access ICTProgramme Manager, London Borough

of Newham

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Mills says: ―Channel shifting is about

showing people that it’s much faster to do

things online. There’s less information to

provide because some data is pre-

populated—the site does it for you if you’re

logged on. A major benefit is that citizens

can do their business with the council 24

hours a day, seven days a week, and don’t

have to wait for office opening hours.‖

Channel shifting also saves money for local

authorities. Mills says: ―The cost to the

council of managing a citizen service

transaction is estimated at around £16 to

£18 if a person comes to council offices.

Over the telephone it’s around £4.60, but

over the web or on email it drops to

around £0.60.‖

Technology Integrates with Other Line-

of-Business Applications

Microsoft Dynamics CRM 2011 makes

service delivery more agile through easy

integration with other local authority line-

of-business applications. Its flexibilitymeans that with customisation by 2e2,

there was no need to buy a separate

master data management system. Mills

says: ―It is particularly valuable to have

master data feeds into the CRM system

from the revenues and benefits

department, housing, electoral registration,

and social care.‖

Potential to Reuse Workflow Solutions

from Other Councils

With more than 60 local authorities in the

U.K. using Microsoft Dynamics CRM, thepotential exists for innovative applications

to be moved into the Newham CRM system

at low cost.

Connell’s joint team already offers support

to other authorities, including the London

Borough of Barking and Dagenham’s

business rates unit. Newham applications

can be shared with other authorities, and,

at Havering, 2e2 has replaced the previous

CRM system with Microsoft Dynamics CRM.

Connell says: ―You can see that regional

working is rapidly becoming business as

usual.‖

Search Tool Helps Cut Waiting to a

Tenth of the Time for Citizens

2e2 designed its search tool with the

specific needs of Newham staff in mind.

Mills recalls: ―Whether on the phone or in

person, it often took several minutes for an

agent to identify a citizen correctly because

he or she had to search up to four separate

database fields independently. This process

now takes just a tenth of the time it took

previously, which means queuing time has

halved and service requests are dealt with

more quickly.‖

Users Gain Familiar and Easy-to-Use

Toolset

Given the familiarity of Newham Council

staff with other Microsoft products such as

Microsoft Outlook and Microsoft OfficeCommunicator, the adoption of Microsoft

Dynamics CRM has been relatively

straightforward. 2e2 helped with

knowledge transfer by agreeing design

principles and then working on

collaboration and shadowing where

appropriate. Mills says: ―The familiarisation

process has involved classroom training for

contact centre staff and computer-based

tuition for other employees. By involving

staff in the early stages of the project we’ve

ensured buy-in and rapid user adoption.‖

―A major benefit is that

citizens can do their

business with the

council 24 hours a day,

seven days a week, and

don’t have to wait for

office opening hours.‖

Shane Mills, Customer Access ICTProgramme Manager, London Borough

of Newham

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Microsoft Dynamics Microsoft Dynamics is a line of integrated,

adaptable business management solutions

that enables you and your people to make

business decisions with greater confidence.

Microsoft Dynamics works like familiar

Microsoft software such as Microsoft Office,

which means less of a learning curve for

your people, so they can get up and

running quickly and focus on what’s most

important. And because it is from

Microsoft, it easily works with the

systems that your company already has

implemented. By automating and

streamlining financial, customer

relationship, and supply chain processes,

Microsoft Dynamics brings together

people, processes, and technologies,

increasing the productivity and

effectiveness of your business, and helping

you drive business success.

For more information about Microsoft

Dynamics, go to:

www.microsoft.com/dynamics

For More InformationFor further information about Microsoft

products and services, please visit:

www.microsoft.com/uk

or call 0870 60 10 100*

For hearing impaired customers with a

Minicom, contact: 0870 50 30 400*

*Lines are open 8am–6pm, Monday to

Friday. Please note, numbers prefixed

0870 will be charged at national call

rates. For details of national call rate

charges, please contact your

telecommunications provider.

For more information about 2e2

products and services, call or visit the

website at:

www.2e2.com/index.aspx

For more information about London

Borough of Newham, call or visit the

website at:

www.newham.gov.uk

This case study is for informational purposes only.MICROSOFT MAKES NO WARRANTIES, EXPRESS ORIMPLIED, IN THIS SUMMARY.

Document published August 2011

Software and Services Microsoft Dynamics

− Microsoft Dynamics CRM 2011

Microsoft Server Product Portfolio

− Microsoft BizTalk Server 2010

− Microsoft SharePoint Server 2010

http://www.microsoft.com/dynamics


http://www.microsoft.com/uk




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