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?