World Capital, a former and future host of Smart City
Expo, and a leader in the City
Protocol Society, is at the forefront of innovation in city
management, leveraging technology to improve delivery of services to citizens,
and increase productivity of employees. Barcelona’s vision was not only to
improve the efficiency of citizen services but also to build a more
personalized 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.
the first component of the strategy, “focus on the citizen,” Barcelona needed a
solution that allowed them to provide services to citizens but also allowed
government employees to communicate directly and proactively with constituents.
Barcelona’s Citizen Care Department looked to modern social media marketing
tools to focus on getting closer to citizens in their daily lives, capturing
opinions much more frequently than once every four years with a census. These
interactions between the citizens and government, which now include social
media, allow the department workers to identify and analyze which segments
contain common characteristics or experiences, to adjust service delivery.
changing, Barcelona wanted to become a digitally connected city that focuses on
the 1.6M living in its 10 districts. It first needed to make sure that the
relationship management system that employees use while interacting with
citizens included tools that were flexible and the solution could integrate
into the city’s systems. In all, 16 line-of-business applications have been
integrated into the new Microsoft CRM system. With the integration of these
existing systems to the engagement campaigns and full call-center interactions,
employees will have a single-window model for citizen requests.
interact with their city government via a variety of channels: internet, email,
text, customer service centers, or call centers. Citizen requests are then
viewable by the city employees through a unified desktop, providing a single-window
model (a crystal clear picture). This is a positive development for city
employees and will ultimately increase citizen satisfaction—improving services
while reducing costs.
line: Barcelona knew that to take the next step in becoming a smart city, it
needed a solution capable of much more than operational citizen relationship
management. Barcelona chose Microsoft Dynamics CRM as their citizen service
platform. Microsoft is proud to be considered a key partner with the City of
Barcelona on this journey, collaborating with the city to, in the words of
Mayor Xavier Trias, “consolidate Barcelona’s position as one of the leading
smart cities in the world.”