Previously, the city had no unified CRM system, with each department employing its own methods to store data, handle interactions, and track service levels. There was no consistency and effort was often duplicated across organizations.
Over five years ago, the City of London looked to Microsoft Dynamics CRM business software on-premises to replace an aging system for managing VIP events. The solution they created on top of Microsoft Dynamics CRM achieved this goal and has since grown to provide the City with core CRM capabilities and many more CRM-based services across the organization.
Infusion, a Microsoft partner, has been a strategic advisor to the City of London and continues to help them find new ways to use the technology.
Microsoft Dynamics CRM has enabled the city to unify how and where it stores data, providing a single view of customer information. Now when a customer makes a query, service agents can see who they are, what services they receive, what their service history is, and so on.
And a new program now in pilot links this information to telephony systems. “Now when a customer phones us, Microsoft Dynamics CRM recognizes their number and will pop up a report for that account with service history and information from back-office systems in the same view,” says Jill Bailey, Access to Services Programme Manager at City of London.
With Microsoft Dynamics CRM 2011, the City is now doing web-based transactions, which will further streamline services and save the City money.
Microsoft Dynamics CRM 2011 gives the City of London a set of flexible tools they can apply to multiple jobs. “We keep finding new capabilities for Microsoft Dynamics CRM that we never suspected,” says Jill Bailey.
City staff appreciate UI enhancements in the new version, including the new ribbon, the flat UI, and inline dashboards. Bailey explains, “We can get things done with fewer clicks in Microsoft Dynamics CRM 2011, which means we can provide the same level of service faster. The overall style is more user-friendly, streamlined, and intuitive.” And the ability to personalize Microsoft Dynamics CRM 2011 for each team means that the City can use it in even more places.
Metrics bear this success out. With Microsoft Dynamics CRM, City of London is able to answer 95 percent of calls within 20 seconds and their abandon rate is under 2 percent. In a yearly telephone survey of customer satisfaction, 75 percent of customers rated the service as excellent and none rated it below satisfactory.
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