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Citizen services in Barcelona: now it’s personal

09 October 2013 | Kirsten Edmondson Wolfe, Global Industry Director for Public Sector for Microsoft Business Solutions

Barcelona, the Mobile 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.  



To fulfill 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.




Constantly 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.


Unified Desktop


Citizens can 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.


The bottom 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.” 


Have a comment or opinion on this post? Let me know @Microsoft_Gov. Or e-mail us at ongovernment@microsoft.com.

Kirsten Edmondson Wolfe
Global Industry Director for Public Sector for Microsoft Business Solutions

Microsoft on Government Blog

About the Author

Kirsten Edmondson Wolfe | Global Industry Director for Public Sector for Microsoft Business Solutions

In her current role, Kirsten helps government organizations of all levels develop out-of-the-box solutions to address their unique challenges. Kirsten was formerly a marketing VP in Deltek’s GovCon unit and global VP for public sector at CA Technologies. Read more