Barcelona,the MobileWorld Capital, a former and future host of Smart CityExpo, and a leader in the CityProtocol Society, is at the forefront of innovation in citymanagement, leveraging technology to improve delivery of services to citizens,and increase productivity of employees. Barcelona’s vision was not only toimprove the efficiency of citizen services but also to build a morepersonalized relationship with its citizens. According to Mayor Xavier Trias,there were three important elements to their strategy: focus on the citizen,integration with existing systems, and a unified desktop. And to make each element come to life,Barcelona needed the right mixture of technology.
To fulfillthe first component of the strategy, “focus on the citizen,” Barcelona needed asolution that allowed them to provide services to citizens but also allowedgovernment employees to communicate directly and proactively with constituents.Barcelona’s Citizen Care Department looked to modern social media marketingtools to focus on getting closer to citizens in their daily lives, capturingopinions much more frequently than once every four years with a census. Theseinteractions between the citizens and government, which now include socialmedia, allow the department workers to identify and analyze which segmentscontain common characteristics or experiences, to adjust service delivery.
Constantlychanging, Barcelona wanted to become a digitally connected city that focuses onthe 1.6M living in its 10 districts. It first needed to make sure that therelationship management system that employees use while interacting withcitizens included tools that were flexible and the solution could integrateinto the city’s systems. In all, 16 line-of-business applications have beenintegrated into the new Microsoft CRM system. With the integration of theseexisting systems to the engagement campaigns and full call-center interactions,employees will have a single-window model for citizen requests.
Citizens caninteract with their city government via a variety of channels: internet, email,text, customer service centers, or call centers. Citizen requests are thenviewable by the city employees through a unified desktop, providing a single-windowmodel (a crystal clear picture). This is a positive development for cityemployees and will ultimately increase citizen satisfaction—improving serviceswhile reducing costs.
The bottomline: Barcelona knew that to take the next step in becoming a smart city, itneeded a solution capable of much more than operational citizen relationshipmanagement. Barcelona chose Microsoft Dynamics CRM as their citizen serviceplatform. Microsoft is proud to be considered a key partner with the City ofBarcelona on this journey, collaborating with the city to, in the words ofMayor Xavier Trias, “consolidate Barcelona’s position as one of the leadingsmart cities in the world.”