The City of Tilburg -- a municipality known for everything from its textiles industry to hosting a ten-day funfair -- is transforming citizens services on Salesforce. The team is streamlining their operations in a way that enables the city to deliver fast and personalised services, digitally to its 200,000+ citizens at scale.
“But what is good relationship management?” van der Maat continued. “To what extent do you know the customer, and can you take them by the hand in their journey from one counter to the next as they engage our services? How does that experience extend and connect through social channels, webpages, phone calls, and more? Those are the questions we asked ourselves as we began this transformational work.”
Citizens expect an unified experience
The City of Tilburg had already standardised citizen processes within a one department to renew passports, apply for driver’s licenses, and report relocation. Other services, such as starting a new business, were more complex due to elaborate protocols and the inclusion of multiple departments needed to process the request. “This resulted in a more opaque, siloed experience,” said van der Maat. “We needed to find a way to put citizens at the center and build our processes around their needs”.
Digital Public Services or eGovernment is currently being launched across cities and municipalities throughout the EU. The onset of the pandemic brought to light the need for digital citizen communication and remote access to public services. Currently, an average of 68% of Europe has reportedly migrated to a digital government. The City of Tilburg has aligned itself with this trend establishing their own cloud initiative.
“A few years ago, this was still uncharted territory in municipal land,” explained van der Maat. “At first, there was a lot of skepticism: will every employee go along with this new way of working? My answer was simple: we just have to make sure of that.”