Senior Leadership Presentation

Rosetta Carrington Lue, Chief Customer

Service Officer

The City of Philadelphia Customer Experience

Transformation Journey – Philly311

October 1, 2014

Five-Year Stock Performance Of Customer

Experience Index (CXi) Leaders Vs Laggards Versus S&P 500

(2007 to 2011)

The City of Philadelphia 3-1-1 Journey Towards

Customer Excellence

City of Philadelphia 3-1-1 Quick Facts

Philadelphia is the nation’s 5th largest city with 1.5 million

residents.

Philly311 receives an average of 1.2 million calls each year and

100,000 quality of life complaints.

Philly311 takes a multichannel approach: phone; website; email;

walk-in center; mobile app; Facebook; Twitter; YouTube, and

Philly311 TV.

Philly311 also has a community engagement efforts, the

Philly311 Neighborhood Liaison Program and Citizens

Engagement Academy.

Philly311 customer satisfaction ratings monthly average 93%.

Philly311 is implementing a Salesforce CRM system for city-

wide rollout by December 2014 (Rosetta Lue Project Executive)

Numerous national awards and recognitions.

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Philadelphia is a place of choice 3

Philadelphia becomes one of the

safest cities in America 1

Philadelphia becomes the greenest &

most sustainable city in America. 4

2 The individual well-being of

Philadelphians improves

Philly311 Aligns with the Mayor’s Strategic Goal #5

Philadelphia government works

efficiently & effectively, with

integrity & responsiveness. 5

City of Philadelphia 3-1-1 Mission Statement

Provide the public with quick, easy

access to all City of Philadelphia

government services and information

while maintaining the highest possible

level of customer service.

Assist agencies and departments

improve service delivery by allowing

them to focus on their core missions

and manage their workload efficiently.

Provide recommendation into ways to

improve City government through

accurate, consistent measurement and

analysis of service delivery citywide

Post Launch Planning - Multi Phased Approach

January 2009

July Oct Aug Sep Nov Dec May June

CRM Vendor

Starts

3-1-1 Contact Center Phase 1 - Launch

Jan April Feb March May June

Facility Available Initial Staffing

Complete

3-1-1

Activated

Public

Launch

3-1-1 Contact Center Phase 2 –

Core System and Pilot Testing

CRM System Procurement &

Selection CRM Implementation for Phase 2

July Aug

Campaign

Launch

3-1-1 Contact Center Phase 3 – Full

Implementation

Wave 1

e.g. Sanitation

Wave 2

e.g. Water

Wave 3

e.g. Fairmount

3-1-1 Contact Center Phase 1

Staff Acquisition

Knowledge Management Coordination Process Development

Phase 1 Systems:

- FAQs and service/referral directory (SharePoint)

- Basic call logging and tracking

- Work Order Management systems 3-1-1 access portal

Agent and supervision induction and training

Low profile marketing program and launch

CRM Implementation for Phase 3

3-1-1 Contact Center Phase 2

CRM System:

- Call tracking

- Knowledgebase

- Service Request

- System User Acceptance Training

- System Training

Call Center Telephony Acquisition/Induction

Customer Service Center consolidation

Marketing Campaign Planning

Continued Staff Acquisition & Induction

3-1-1 Contact Center Phase 3

Marketing Campaign Launch

System service requests waves1, 2 and 3

System Training

System User Acceptance Testing

Continued Staff Acquisition & Induction

Continuous Improvement

Service Delivery Model

Connects You

Provide directory assistance to

connect you directly to City

employees and City

departments.

Answers Your

Questions

We have the critical answers

you need about important City

services through our

information services system.

Delivers You

Faster Services

Customer Service Specialists

are trained to assist you in

obtaining City services. They

will transfer your service

request to the relevant

department and track your

request until the problem is

solved.

Updates You on

Special Events

3-1-1 is the number to call if

you need information about

special events hosted by the

City of Philadelphia.

Pre-Launch Operational Challenges

• Budget Constraints

• November 2008 Re-balancing

• FY 10 Budget

• FY10 Plan B

• CRM Technology rollout

postponed

• Limited to hiring internal

employees ONLY

• Departmental silos and buy-in

• Lack of documented

processes

STAKEHOLDERS CONCERNS

POOR SUPPORT

BUSINESS PROCESSES TECHNOLOGY

Top 10 Stakeholders Complaints

6 months after launch

311 Knowledgebase Inaccurate

Incorrect Resolution “Status”

Lack of communications and involvement in key decisions

“Prohibited” from speaking with agencies

Professionalism & Courtesy

Long Hold Times

Inexperienced agents handling non-1st tier calls

Technology Underutilized

Service Request Tracking misleading

Inability to transfer calls to appropriate agencies

Transformation to Service Oriented Organization - The City of Philadelphia is

transforming the departmental focus to a service oriented organization. This new focus

requires new level of collaboration and information sharing.

Customer Feedback and Corrective Actions Responses - The City of Philadelphia is

experiencing a “new way” of doing business. Continuous communications and feedback

assessment from customers are required to ensure ongoing support and long term buy-

in.

Philly311 Implementation Strategy – By reinforcing the performance expectations

regarding the outcomes of each project implementation phase, we can ensure better

communications and support from Elected Officials, Senior Management, Mayor, Cabinet

and Customers.

Internal Improvement Plan Summary

311 Contact Center Business Model

Philly 3-1-1

Responsible: Customer Experience

Respond to Customer Inquiries

Review Knowledge Base & Set Customers’ Expectations

Enter data for customer analytics support

City Operating Departments

Responsible: Content Accuracy

– Department Operations Functions

– Department Business Processes

PhillyStat – Performance Management Meetings

Responsible: Performance Management

– Establishing Service Level Response Agreements

– Monitor and Communicate Service Level Response Results

Primary Integrated Operations Partners

Transformation to Service Oriented Organization

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Collaborate with Human Resources to recruit

qualified staff

Listen to our customers

Work with key stakeholders to manage

customer content

Establish service level agreements and redress

Create city-wide Customer Service Leadership

Academy

Build real-time dashboard to monitor progress

Establish employee recognition program

Rollout job enrichment path

Invest in Your Employees

Invest in Technology

Document Your Processes

Recognize Good Performers

Gather and Analyze Data

Survey Your Customers

Hire a Chief Customer Experience

Officer

Lessons Learned

Service Revolution: Philadelphia 3-1-1

• Description

• In this session you will learn how the City of Philadelphia

revolutionized the service experience for its citizens and made it

easy to do business with the City, and how its new service model for

non-emergencies has become the gold standard for city

governments.

• Speaker

• Rosetta Carrington Lue, Chief Customer Service Officer,

City of Philadelphia

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