The 311 The 311 CultureCulture BPM/Process Reengineering in BPM/Process Reengineering in
DeKalb County, GeorgiaDeKalb County, Georgia
Kristin M. HowlettDirector of Process Improvement
September 10, 2008
DeKalb County, GeorgiaDeKalb County, Georgia
DemographicsDemographics• Approximately 8,500 Approximately 8,500
EmployeesEmployees• 46 County Departments46 County Departments• Population: 750,000Population: 750,000• Most densely populated Most densely populated
County in GeorgiaCounty in Georgia• 33rdrd most populated County in most populated County in
GeorgiaGeorgia• Over 100 languages spoken Over 100 languages spoken
countywidecountywide
Calling our Government Calling our Government The “Citizen Shuffle”The “Citizen Shuffle”
How do I obtain a Firearms permit?How do I obtain a Firearms permit?• Probate Court:Probate Court:
• Firearms permit number – Blue PagesFirearms permit number – Blue Pages• Marriage License Recording:Marriage License Recording:
• No option to speak with a personNo option to speak with a person• Administration:Administration:
• Blue pages number – no answerBlue pages number – no answer• Central Office:Central Office:
• Transfer to voicemail with directions to call another phone Transfer to voicemail with directions to call another phone numbernumber
Calling our Government Calling our Government (Continued)(Continued)
The “Citizen Shuffle”The “Citizen Shuffle”
How do I obtain a Firearms permit?How do I obtain a Firearms permit?
• Voicemail and directions to call another phone numberVoicemail and directions to call another phone number• Automatic IVRAutomatic IVR
• Directions to call another phone numberDirections to call another phone number• Person picks up and answers questionsPerson picks up and answers questions
Decentralized ConfusionDecentralized Confusion
Work Order
CountyDepartments
Board of Commissioners
CEO’sOffice
CitizenCall
Is the problem solved?
How is citizen satisfaction measured?
What work
order?
Wrong department?Right number?
Who to call?
Resolution
CountyDepartments
Status?ServiceRequest
Issues Important to DeKalb CountyIssues Important to DeKalb County
Two-FoldTwo-Fold• Overload of call volume to the DeKalb County 911 Overload of call volume to the DeKalb County 911
System System • 42% of total call volume were non-emergency calls42% of total call volume were non-emergency calls
• Improved Customer Service including:Improved Customer Service including:• Ease of AccessEase of Access• Improve Accountability to Administration and Improve Accountability to Administration and
CustomersCustomers• Central Point of ContactCentral Point of Contact
Why 311?Why 311?
• Reduce call burden on 911 from non-emergency Reduce call burden on 911 from non-emergency police and customer service callspolice and customer service calls
• Backup 911 system and emergency facilitation Backup 911 system and emergency facilitation centercenter
• Efficiency and Effectiveness ImprovementsEfficiency and Effectiveness Improvements• On average, 75% of incoming citizen calls are On average, 75% of incoming citizen calls are
handled within a 311 call center, off-loading the handled within a 311 call center, off-loading the departmental call volumedepartmental call volume
• Increased revenue streamIncreased revenue stream
Why 311?Why 311?(Continued)(Continued)
• Improved information management for Citizens, Improved information management for Citizens, Commissioners, and County EmployeesCommissioners, and County Employees
• Ability to prioritize service responseAbility to prioritize service response• Enable departments to more precisely determine Enable departments to more precisely determine
budgetary needsbudgetary needs• Standardize Business ProcessesStandardize Business Processes• Standardized measurement tool to track citizen Standardized measurement tool to track citizen
requests from inception to completionrequests from inception to completion
Centralized CommunicationsCentralized Communications
Citizen
County Departments
ElectedOfficials
CEO’s Office
Improving citizen services and cutting costs — while reducing unnecessary 9-1-1 calls
3-1-1Contact Center
MULTI-CHANNEL SATISFACTION CONFIRMATIONFOLLOW-UP VIA TELEPHONE, E-MAIL, FAX OR MAIL
Resolution
County Departments
CRM - Service
Work Order
Closed Loop Communication
Departmental ExampleDepartmental ExampleRecorder’s CourtRecorder’s Court
• Over 420,000 calls come into this office annuallyOver 420,000 calls come into this office annually• 90,000 calls are handled by call takers annually90,000 calls are handled by call takers annually• 50,000 additional calls are abandoned during 50,000 additional calls are abandoned during
business hoursbusiness hours• 280,000 calls come in outside of business 280,000 calls come in outside of business
hours, and therefore go unansweredhours, and therefore go unanswered• Three call takersThree call takers• Over 75% of all callers are seeking the amount Over 75% of all callers are seeking the amount
of a fine owed to the Countyof a fine owed to the County
Business Results ImpactedBusiness Results Impacted
• Houston, Texas implemented 311 in 2001.Houston, Texas implemented 311 in 2001.• Within two months of 311 going “live,” Within two months of 311 going “live,”
Houston’s municipal court collections increased Houston’s municipal court collections increased by $100,000/month.by $100,000/month.
• Collections stabilized at this increased rate.Collections stabilized at this increased rate.• This is a financial example of how implementing This is a financial example of how implementing
311 impacts business outcomes.311 impacts business outcomes.
DeKalb VisionDeKalb VisionThe vision for the DeKalb County 311 System is to relieve The vision for the DeKalb County 311 System is to relieve
the 911 system of the non-emergency call burden, and to the 911 system of the non-emergency call burden, and to serve as a customer-service based call center. serve as a customer-service based call center.
• Provide a back-up 911 Center and/or an Emergency Facilitation Center
• Consolidate current departmental call centers• Provide standardized and consistent methods of
providing customer service response• Provide ability to track trends to allow for adjustments
to changing service needs
The 311 Culture The 311 Culture or or
The Other Side of 311The Other Side of 311
The 311 CultureThe 311 CultureThe Other Side of 311The Other Side of 311
• How do we currently interface with our How do we currently interface with our customers?customers?
• How will 311 change the way we will work with How will 311 change the way we will work with our customers in the future?our customers in the future?
• What will change in our current customer What will change in our current customer service operations?service operations?
Process Improvement Process Improvement Initiatives Within 311Initiatives Within 311
• Countywide focus on customer-centric serviceCountywide focus on customer-centric service• A centralized point of contactA centralized point of contact• Increased Increased accountabilityaccountability, , accessibilityaccessibility, , consistencyconsistency, and , and
timelinesstimeliness of service delivery of service delivery
Call Centers and Call Centers and Process ImprovementProcess Improvement
Both governments and industries tend to work Both governments and industries tend to work in “silos”in “silos” Understand what your group does, but no Understand what your group does, but no
connection to company goals and objectivesconnection to company goals and objectives Not in line with overall organizational customer Not in line with overall organizational customer
focusfocus
Call Centers often considered an “accessory” to Call Centers often considered an “accessory” to business – (non-essential to “bottom line”)business – (non-essential to “bottom line”)
How a Call Center Can Help Your Business How a Call Center Can Help Your Business Improve Process and ResponsivenessImprove Process and Responsiveness
to Customerto Customer
Call center is part of your marketing groupCall center is part of your marketing group Front line employees hear customer needs and their Front line employees hear customer needs and their
level of satisfaction –FIRST. level of satisfaction –FIRST.
Product development and refinementProduct development and refinement Track call trendsTrack call trends Root cause of calls; (customer dissatisfaction—Root cause of calls; (customer dissatisfaction—
maybe there is a flawed design/process)maybe there is a flawed design/process)
311 and Process Improvement311 and Process Improvement
4 Keys to Change Management Success4 Keys to Change Management Success
• Leadership presence of Champion for the initiative – Leadership presence of Champion for the initiative – not just a figureheadnot just a figurehead
• CEO for DeKalb 311CEO for DeKalb 311
• ““Buy-in” from department leadership and the Buy-in” from department leadership and the importance of itimportance of it
• Task Oriented Departmental Process ChangeTask Oriented Departmental Process Change• Institutionalization of ChangeInstitutionalization of Change
Strategic Planning and ImplementationStrategic Planning and ImplementationDepartmental OwnershipDepartmental Ownership
• System-wide Process Improvement initiatives are System-wide Process Improvement initiatives are easier when there is a plan for individual attention easier when there is a plan for individual attention and a phase-in process.and a phase-in process.
• Strategically choose the order of roll-in groups by Strategically choose the order of roll-in groups by those eager to participate.those eager to participate.
• Early success breeds future success.Early success breeds future success.• Identify goals and objectives early on, and re-visit Identify goals and objectives early on, and re-visit
often. often. • Focal point in this project was ease of access to Focal point in this project was ease of access to
government and improved customer service. government and improved customer service.
MilestonesMilestones
• The 311 implementation resulted in an The 311 implementation resulted in an overall 40% decrease in overall 40% decrease in direct customer contact to departments, direct customer contact to departments, as calls come in through as calls come in through the centralized call center.the centralized call center.• DeKalb County Human Services call volume decreased 45% after DeKalb County Human Services call volume decreased 45% after
cutover to 311, allowing the department to better focus on the cutover to 311, allowing the department to better focus on the business side of their operations.business side of their operations.
• Optimization of Business License renewal process yielded Optimization of Business License renewal process yielded an additional 1,600 additional renewals and $1M in an additional 1,600 additional renewals and $1M in receivables over the past 12 months.receivables over the past 12 months.
• Thus far, a 10% reduction in calls to DeKalb County 911.Thus far, a 10% reduction in calls to DeKalb County 911.
Future of 311 in DeKalbFuture of 311 in DeKalb(Continuous Process Improvement)(Continuous Process Improvement)
• iSupportiSupport• Web-based self service for CitizensWeb-based self service for Citizens• 24/7 Availability24/7 Availability
• Interface with Water/Sewer Billing SystemInterface with Water/Sewer Billing System• Reduction of Redundancy in work effortReduction of Redundancy in work effort• Call volume was 500,000 annuallyCall volume was 500,000 annually
• Today, through process improvement efforts call volume Today, through process improvement efforts call volume is down by 50% in Water/Sewer Billingis down by 50% in Water/Sewer Billing
Questions?Questions?