TransformationalTransformationalGovernmentGovernment

City of Hampton, VACity of Hampton, VAJohn Eagle, Director of ITJohn Eagle, Director of IT

311 is Serious Business!311 is Serious Business!

BackgroundBackground

Pop. 150,000; $345M BudgetPop. 150,000; $345M Budget Hampton implemented 311 call center Hampton implemented 311 call center

in 1998in 1998 Implementation cost $300KImplementation cost $300K ~250,000 calls per year~250,000 calls per year High satisfaction ratingsHigh satisfaction ratings 20% after hour calls20% after hour calls

Why Is 311 Important?Why Is 311 Important?

If local government does not keep pace If local government does not keep pace with the consumer oriented world…we with the consumer oriented world…we are viewed negatively by our are viewed negatively by our ‘customers’.‘customers’. Traditional business hoursTraditional business hours

Must take time away from work to Must take time away from work to interact with usinteract with us

Multiple transfers results in a feeling of Multiple transfers results in a feeling of frustration at best & at worse a sense frustration at best & at worse a sense of too much bureaucracyof too much bureaucracy

Perception of tax dollars not wisely Perception of tax dollars not wisely spentspent

Why Is 311 Important?Why Is 311 Important?

Strategic Planning ProcessStrategic Planning Process Focus community on ‘make it or break it’ Focus community on ‘make it or break it’

issuesissues Record number participated in the processRecord number participated in the process

Resulted in 7 critical issues which are Resulted in 7 critical issues which are used as the foundation for decision-used as the foundation for decision-making in the citymaking in the city

Customer Delight InitiativeCustomer Delight InitiativeThe government/customer relationshipThe government/customer relationshipThe city of Hampton will exceed its The city of Hampton will exceed its

customers’ expectation by providing customers’ expectation by providing unparalleled serviceunparalleled service

Why Is 311 Important?Why Is 311 Important?

Residents’ FrustrationResidents’ Frustration 40+ phone numbers in the phone book40+ phone numbers in the phone book Being transferred 3 or more timesBeing transferred 3 or more times Once reaching a person, may or may not be helpedOnce reaching a person, may or may not be helped Issues crossed departmental linesIssues crossed departmental lines

Residents didn’t know & didn’t care what Residents didn’t know & didn’t care what department was responsible department was responsible

Residents said they wanted:Residents said they wanted:One easy to remember phone numberOne easy to remember phone numberHelped by the 1Helped by the 1stst person they talked to person they talked to24-hour access24-hour access

Why Is 311 Critical?Why Is 311 Critical? Can be a strategic investment in reversing negative Can be a strategic investment in reversing negative

impressions/feelings about local governmentimpressions/feelings about local government If we provide only satisfactory service – we will not If we provide only satisfactory service – we will not

engender the loyalty or trust we need to make engender the loyalty or trust we need to make strategic investments in other areas.strategic investments in other areas.

Customers want excellent core service delivery Customers want excellent core service delivery before they are willing to pay for those investments before they are willing to pay for those investments or expansion of the local tax base.or expansion of the local tax base.

The call center is pivotal to the city’s overall strategy The call center is pivotal to the city’s overall strategy to redesign the way we do business with a to redesign the way we do business with a comprehensive, integrated approach to customer comprehensive, integrated approach to customer serviceservice

Hampton’s GoalsHampton’s Goals

Shrinking revenue would not support Shrinking revenue would not support such a projectsuch a project Accomplished the reengineering process Accomplished the reengineering process

with little additional revenueswith little additional revenues Positions to be reallocated from other Positions to be reallocated from other

dept.’s to staff call centerdept.’s to staff call center One time capital outlay for facilities and One time capital outlay for facilities and

equipmentequipment Two management positionsTwo management positions

Hampton’s Goals (cont’)Hampton’s Goals (cont’)

Increase ‘customer delight’ with both Increase ‘customer delight’ with both convenience & ease of interacting with city convenience & ease of interacting with city servicesservices 24/724/7 One easy-to-remember number – 311One easy-to-remember number – 311 One person authorized to:One person authorized to:

Dispatch serviceDispatch serviceAnswer a questionAnswer a questionFind the right person to solve the problemFind the right person to solve the problemResearch problem & call back at customer’s Research problem & call back at customer’s

convenienceconvenienceReduce and/or eliminate transfersReduce and/or eliminate transfers

Hampton’s Goals (cont’)Hampton’s Goals (cont’)

Decrease in the amount of time it takes to Decrease in the amount of time it takes to complete transactionscomplete transactions Each department created a timeline for servicesEach department created a timeline for services Commit to the customer the time frame when issue Commit to the customer the time frame when issue

would be address and/or completedwould be address and/or completed

Evaluate the performance of departments & Evaluate the performance of departments & resolve problems proactivelyresolve problems proactively Central database can be used to identify trendsCentral database can be used to identify trends Proactively address issues and improve core Proactively address issues and improve core

servicesservices

Hampton’s Goals (cont’)Hampton’s Goals (cont’)

Increase the number of residents Increase the number of residents reporting concerns & positive reporting concerns & positive commentscomments Concerns that are addressed, result in Concerns that are addressed, result in

satisfied customers.satisfied customers.

Advance e-government using Advance e-government using technology to:technology to: Improve servicesImprove services Break down traditional boundaries between Break down traditional boundaries between

governmental units/agencies/departmentsgovernmental units/agencies/departments Provide ‘seamless government’.Provide ‘seamless government’.

The Project TeamThe Project Team

September 1998 the Team was formed & September 1998 the Team was formed & consisted of:consisted of: 15 members from 7 city departments15 members from 7 city departments Project manager full-time; other members worked Project manager full-time; other members worked

on the project in addition to their regular dutieson the project in addition to their regular duties

Direct oversight from concept to state-of-the-Direct oversight from concept to state-of-the-art facilityart facility

Team was given clear goalsTeam was given clear goals No new staffNo new staff Dept.’s would willingly agree to reallocate staffDept.’s would willingly agree to reallocate staff Minimize cost investment but maximize effectiveness of operationsMinimize cost investment but maximize effectiveness of operations Hire the best peopleHire the best people Complete the conversion in 1 yearComplete the conversion in 1 year

Major ActivitiesMajor Activities

11stst meeting September 1998 – 3 months meeting September 1998 – 3 months of researchof research DallasDallas BaltimoreBaltimore ChicagoChicago CharlotteCharlotte Private sector call centerPrivate sector call center

Major Activities (cont’)Major Activities (cont’) Development of project time-lineDevelopment of project time-line

Kept team on trackKept team on track Task outlined in order to drive functional areas of the projectTask outlined in order to drive functional areas of the project Became the agenda for team meetingsBecame the agenda for team meetings

Gathering statistical dataGathering statistical data Call volumes became the foundation of other decisions Call volumes became the foundation of other decisions

regarding space, technology requirements, etc.regarding space, technology requirements, etc. ACD raw data and determining positionsACD raw data and determining positions

Develop informational databasesDevelop informational databases Both FAQ’s and city servicesBoth FAQ’s and city services Most time consumingMost time consuming

Facility renovationsFacility renovations

Major Activities (cont’)Major Activities (cont’) Internal ‘Buy In’Internal ‘Buy In’

CMO conducted briefings to upper managementCMO conducted briefings to upper management Concerted effort to persuade & assure identified Concerted effort to persuade & assure identified

departments:departments: Best interest of the department – call center will employ Best interest of the department – call center will employ

staff with excellent customer service skillsstaff with excellent customer service skills Raw data showing that if the call center took the position, Raw data showing that if the call center took the position,

then the call center will take the telephone trafficthen the call center will take the telephone traffic Department can get back to their core businessDepartment can get back to their core business Scripting would ensure that staff would only say what the Scripting would ensure that staff would only say what the

dept. wanted them to saydept. wanted them to say Call Center to fall under the CMO organizationallyCall Center to fall under the CMO organizationally Dept. Heads invited to participate in staff trainingDept. Heads invited to participate in staff training The TeamThe Team

Major Activities (cont’)Major Activities (cont’) Internal advertisingInternal advertising

Newsletter informed employees of the Newsletter informed employees of the project statusproject status

Emphasis placed on the importance of Emphasis placed on the importance of the project to the strategic planthe project to the strategic plan

Emphasis placed on recruiting excellent Emphasis placed on recruiting excellent candidatescandidates

Generate excitement for the project and Generate excitement for the project and upcoming positionsupcoming positions

CMO held briefings with affected CMO held briefings with affected employees in positions identified as employees in positions identified as being reallocated to the call centerbeing reallocated to the call center

Major Activities (cont’)Major Activities (cont’) Selection of staffSelection of staff

Open to city employees onlyOpen to city employees only Selection process included:Selection process included:

Keyboarding skillsKeyboarding skillsPersonality testingPersonality testingDrug screening & criminal historyDrug screening & criminal historyPanel interviewPanel interview

Training of StaffTraining of Staff 4 Targeted Areas:4 Targeted Areas:

Organizational structure & responsibilitiesOrganizational structure & responsibilitiesCustomer service & telephone etiquetteCustomer service & telephone etiquetteTeam buildingTeam buildingSoftwareSoftware

Hampton’s Project CostsHampton’s Project Costs

One time capital investment of approximately One time capital investment of approximately $300K$300K Renovate old courtroomRenovate old courtroom Software, hardware, network infrastructureSoftware, hardware, network infrastructure New phone switch – customer-oriented to provide New phone switch – customer-oriented to provide

estimate wait time, messaging, surveys, etc.estimate wait time, messaging, surveys, etc.

New recurring annual investment: New recurring annual investment: $125K$125K 311 tariff charge: 311 tariff charge: $25K$25K 2 Management positions: 2 Management positions: $70K$70K 1.5 FTE for weekends & holidays: 1.5 FTE for weekends & holidays: $30K$30K

PFT call takers and operating fund were PFT call takers and operating fund were reallocatedreallocated

Implementation & Implementation & OperationsOperationsOpened Opened

September 1999 September 1999 – 12 months – 12 months after the 1after the 1stst team team meetingmeeting

Traditional Traditional business hoursbusiness hours

‘‘Call Forward’ Call Forward’ departments’ departments’ phone linesphone lines

Implementation & Implementation & Operations (cont’)Operations (cont’)MarketingMarketing

Initially very little – wanted to ‘burn in’ Initially very little – wanted to ‘burn in’ equipment, staff, processesequipment, staff, processes

Mostly ‘grassroots’ type marketingMostly ‘grassroots’ type marketingVarious civic & professional Various civic & professional

organizationsorganizationsBillboardBillboardNewspaper and local news broadcastsNewspaper and local news broadcasts

Implementation & Implementation & Operations (cont’)Operations (cont’)

October 1999 – one month later expanded to evening October 1999 – one month later expanded to evening hours using existing staffhours using existing staff

January 2000 began weekend/holiday operating January 2000 began weekend/holiday operating hourshours

Call volume – approximately 450-500 dailyCall volume – approximately 450-500 daily 11stst full year: full year:

Over 221,000 callsOver 221,000 calls

Departments went on-line in incrementsDepartments went on-line in increments Continued grass roots marketingContinued grass roots marketing 24/7 coverage began in July 2000 with help from 91124/7 coverage began in July 2000 with help from 911

Implementation & Implementation & Operations (cont’)Operations (cont’)

2001 statistics2001 statistics 237,000 calls237,000 calls 700 daily700 daily 17-20% call volume on evenings & weekends17-20% call volume on evenings & weekends

Confirms residents wanted convenienceConfirms residents wanted convenience Attests to the ease of interacting with city services.Attests to the ease of interacting with city services.

Survey SoftwareSurvey Software Used to gain feedback on call center operationsUsed to gain feedback on call center operations Overwhelmingly positiveOverwhelmingly positive

92-94% - report very good-excellent service from the call 92-94% - report very good-excellent service from the call centercenter

72% report improved impression of city services72% report improved impression of city services

Lessons LearnedLessons Learned

Personnel resources are already available Personnel resources are already available within the organizationwithin the organization Accurate call volume analysis v.s. raw ACD dataAccurate call volume analysis v.s. raw ACD data Factors to consider:Factors to consider:

Average talk timeAverage talk timeAverage after call timeAverage after call timePeak demand timePeak demand time

Take into considerationTake into considerationPersonal and inter-office phone trafficPersonal and inter-office phone trafficCalls needing ‘experts’Calls needing ‘experts’

Lessons Learned (cont’)Lessons Learned (cont’)

Equipment, Software & LocationEquipment, Software & Location Partner with vendorsPartner with vendors Close attention to softwareClose attention to software

Most ‘CRM’ software does not readily Most ‘CRM’ software does not readily adapt to a local govt. environmentadapt to a local govt. environment

Emphasis should be places in growth Emphasis should be places in growth potential for the call center & interfacing potential for the call center & interfacing with back-end solutions already in use.with back-end solutions already in use.

Executive support and sponsorship is Executive support and sponsorship is pivotal to the project’s successpivotal to the project’s success

Lessons Learned (cont’)Lessons Learned (cont’) Exceptional customer service is a philosophy Exceptional customer service is a philosophy

and culture – not a buzzword.and culture – not a buzzword. Commit to exceeding expectations – not just meet Commit to exceeding expectations – not just meet

themthem Customer delight in the call center is not enough Customer delight in the call center is not enough

to sustain customer satisfaction if the service to sustain customer satisfaction if the service delivery is not meeting the expectations.delivery is not meeting the expectations.

Scripting service & information is key to Scripting service & information is key to providing accurate & timely informationproviding accurate & timely information Most time consuming of the projectMost time consuming of the project Ongoing & crucial aspect of call center Ongoing & crucial aspect of call center

effectiveness.effectiveness. Plan your implementation to ‘burn in’ Plan your implementation to ‘burn in’

processesprocesses

Can This Be Replicated?Can This Be Replicated? Absolutely! By re-engineering the call Absolutely! By re-engineering the call

intake processintake process Reallocating resourcesReallocating resources Minimize capital investmentMinimize capital investment Partner with vendorsPartner with vendors

Private vs. Public Sector Private vs. Public Sector ChallengesChallenges Municipal governments are engaged in Municipal governments are engaged in

many different businesses: roads, many different businesses: roads, public safety, social services, public safety, social services, education, waste management, education, waste management, infrastructure, parks, etc.infrastructure, parks, etc.

Private sector businesses usually Private sector businesses usually engaged in product lines, product engaged in product lines, product specific services, interrelated services, specific services, interrelated services, etc.etc.

Key EnablersKey Enablers

The Knowledge BaseThe Knowledge Base The Work Order Management SystemThe Work Order Management System Citizen Service Tracking (CRM)Citizen Service Tracking (CRM)

Things that make you go Things that make you go “hmmm”“hmmm” If a citizen can do everything over the If a citizen can do everything over the

web, it begs the question: why do we web, it begs the question: why do we have multiple service counters in the have multiple service counters in the first place?first place?

The Internet Conspiracy…The Internet Conspiracy…

311 advocates are Internet “proxies”311 advocates are Internet “proxies”

What If…What If…

You could have access to the ENTIRE You could have access to the ENTIRE intellectual capital of the City intellectual capital of the City organization with a click of the mouse?organization with a click of the mouse?

What If…What If…

The schools, state agencies and contractors The schools, state agencies and contractors could use the web browser to participate could use the web browser to participate easily with our service delivery system… easily with our service delivery system… effectively eliminating the virtual boundaries effectively eliminating the virtual boundaries that exist between us?that exist between us?

They could log-in through the Internet and They could log-in through the Internet and keep their info up-to-date?keep their info up-to-date?

Create online transactions?Create online transactions? Receive requests and have them integrated Receive requests and have them integrated

with their systems?with their systems?

What If…What If…

That same information were available That same information were available from Internet terminals…from Internet terminals… In public places (aka, kiosks)?In public places (aka, kiosks)? At Satellite officesAt Satellite offices From the 311 Call CenterFrom the 311 Call Center From one’s homeFrom one’s home

And it only had to be maintained in And it only had to be maintained in ONE place?ONE place?

What If…What If…

Citizens could check on their service Citizens could check on their service requests by using a tracking number requests by using a tracking number andand The Web?The Web? 311311 City One-StopCity One-Stop KioskKiosk

In ConclusionIn Conclusion

Do not walk behind me, for I may not lead.  Do not walk Do not walk behind me, for I may not lead.  Do not walk ahead of me, for I may not follow.  Do not walk ahead of me, for I may not follow.  Do not walk beside me either.  Just pretty much leave me beside me either.  Just pretty much leave me the hell alone. the hell alone.

It's always darkest before dawn.  So if you're going to It's always darkest before dawn.  So if you're going to steal your neighbor's newspaper, that's the time to steal your neighbor's newspaper, that's the time to do it. do it.

Always remember you're unique.  Just like everyone Always remember you're unique.  Just like everyone else. else.

If at first you don't succeed, skydiving is not for you. If at first you don't succeed, skydiving is not for you. Give a man a fish and he can eat two meals in a day. Give a man a fish and he can eat two meals in a day.

 Teach him how to fish, and he will sit in a boat and  Teach him how to fish, and he will sit in a boat and drink beer all day. drink beer all day.

Experience is something you don't get until just after Experience is something you don't get until just after you need it. you need it.

Questions?Questions?

John Eagle can be reached at John Eagle can be reached at john.eagle@hampton.govjohn.eagle@hampton.gov