Town of Queen Creek
Queen Creek, AZ
Implemented: December, 2007Solutions:
The Town of Queen Creek has experienced torrid growth, and its customer service deteriorated as the Town struggled to keep up with residents’ needs. While the Town continued to add staff, requests would get lost amidst the constantly shuffling organization, and even long-term employees couldn’t keep up with ever-changing service responsibilities. Not surprisingly, residents were frustrated and angry, especially long-term residents that fondly remembered the high level of service they received when the community was much smaller.
Some of the symptoms to the problem included:
The obvious possible answers to the growing pains were to balloon staffing levels or simply accept the lower levels of service as “inevitable.” These tactics are used by all types of organizations (both private and public) that face similar situations. The Town management rejected the first option because it would later result in massive layoffs and, they believed, would result in only minimal short-term improvements. Lower service quality was also rejected and staff was instructed to find an answer to the dilemma.
Prior to the establishment of the QC Connection project, the Town Manager and Town Council set an overarching goal to improve customer service with the baseline standard that residents would receive a response to their question/request within 24 hours, to acknowledge the request, and provide an estimated timeline for resolution. These goals, however, were unobtainable without putting into place new procedures and an infrastructure for methodically managing resolution and communication. Understanding that communication was the key to success, the Town’s communication staff was assigned the task of devising and implementing a solution with the assistance of representatives from each department.
To realize this overarching vision, the Town identified these desired outcomes:
In reaching these goals, the Town would dramatically improve customer service while creating an infrastructure that would be scalable for long-term success.
The Town’s staff instinctively realized that the implementation of a Citizen Relationship Management (CRM) system held the keys to realizing their goals. After a thorough analysis of possible options, they chose GORequest because:
While many government agencies have some type of CRM software, the Town’s branding helps it stands out in the minds of residents. Rather than a simple “customer service” link in the website, the program is branded “Queen Creek Connection” or QC Connection for short. The branding builds resident awareness and recognition, and makes the program more easily understood.