Brimbank City Council Evolves to Become More Customer-Centric with Help From Precisely
Brimbank City Council puts the community first with a customer centric-view
The city of Brimbank encompasses 25 new and established suburbs lying to the west of Melbourne, Australia, and includes a rapidly growing mix of industrial and residential property. The city council’s systems were outdated and expensive to run, data was siloed and hard to leverage, and the council was challenged to meet increased community expectations whilst reducing inefficiencies. With an impending move to a new, efficient building, the time was right to start fresh. Putting the community first was the council’s top priority, which required a shift in business model from property-centric to customer-centric.
“Our mission was to drive a community-first work culture right across the organisation”, says Helen Morrissey, the director of corporate and community relations at Brimbank City Council. “In order to do this, we had to support our staff with the right technology so that they could provide the best service possible”.
However, the city council was saddled with older corporate systems that were inflexible and unresponsive, yet expensive to run. Any new solutions that the city council elected to incorporate needed to create short-term efficiencies while equipping them to meet the long-term complexities surrounding an expanding, increasingly diverse city. This requirement launched a pioneering digital transformation initiative at Brimbank City Council.
Inefficient siloed data
City councils create data and lots of it. At Brimbank, the data is collected in many different ways and was held in numerous siloed corporate systems. “Without easy access to the data, and with the data often being entered without the correct business rules, it became evident we could never provide excellent customer service or make informed business decisions based on our data”, Morrissey relates. Meanwhile, the city council had other simultaneous challenges: inefficient, decentralized operations spread across several buildings, an outdated website that did not allow for online payments or self-service, and poor address data that led to unnecessary postage expense. “We could not provide great customer service to our citizens, and this was time consuming and frustrating for staff”, Morrissey explains.