State and local governments are in the difficult position of serving many audiences: residents/citizens, public services beneficiaries, business development, business owners, service providers, media, volunteers–any person or group that you engage with in a meaningful way, including your employees–are all considered your “customers”. Each of these customers has different needs, and you need to figure out how to meet those needs, typically within tight timelines and with an even tighter budget.

The key is in having the ability to capitalize on data. With data, you can get a full understanding of what’s going on now rather than relying on historical information so you can make strategic, impactful decisions and policies, manage your funds more effectively, and create budgets based on solid information rather than your best guess based on last year’s actuals.

But while accumulating data is not difficult, putting it to use is another story. If you’re like most governments (or organizations in the private sector, for that matter), data is often rendered useless because it’s housed in various places that don’t talk to one another. It needs to be unified.

With a Customer Data Platform (CDP), you can get your data united without an expensive, time-consuming programming endeavor. A pre-built system that creates a unified database accessible to other systems. the CDP centralizes data from all sources and makes it available to other systems. Unlike a CRM system, a CDP presents a single view of the customer (citizen, business, etc.) so you can focus on them to meet their needs.

3 Use Cases with Customer Insights

Next best action
Using your data, Customer Insights can make recommendations on the next best action when working with a citizen to ensure continuity of service. By pulling data from multiple sources, you can get a complete view of a citizen or business or other organization, including demographics, services delivered, timelines of the services, and more, then deliver that information to case managers and others who are working with that citizen. Using any device, the worker can see that information and drill down on it in real time, using advice generated by Customer Insights using artificial intelligence to determine the most productive next best action for that person. You can automate any process that makes sense, taking the pressure of dealing with administrative tasks off your workers so they can focus on servicing their cases. You also gain insights into data that helps you see how your programs are working, looking at success metrics or whichever metrics apply, and turn them into reports that can be shared.

Streamlined services
From a business perspective Customer Insights can help speed up and simplify processes like applying for a business license, reducing wait times and providing the opportunity to offer value added services. For example, someone who opens a business will have a similar “profile” to those who have opened similar businesses. By assigning profiles to those applying for licenses, you not only make it easier for them to get up and running and taking the burden of more paperwork off the desks of your employees, but Customer Insights can also recommend programs and other services available to them based on their profile and the addition information they provide. This added level of service improves their chance of being successful as well as their ability to better serve the public.

Employee satisfaction
Governments need to provide employees with programs and procedures that improve their productivity as well as their satisfaction. Using Customer Insights, you can build profiles based on a program or initiative and track how those programs are performing.

Want to see Customer Insights in action?

There many more ways Customer Insights can help you serve your citizens, contractors, volunteers, and employees. To Customer Insights in action, watch this recorded webinar, hosted by Microsoft and HSO, where you’ll see how easy it is to put your data to work:

  • Matching data, then bringing it into a single view
  • Quickly creating workflows to act immediately on collected data
  • Demonstrating seamless integration with the tools you use for actionable intelligence
  • Exploring use cases relating to how you connect with citizens, businesses, services, and internal employees

On-demand Webinar presented by Microsoft and HSO:

Harnessing the Power of Data – How State & Local Governments Can Utilize Microsoft’s Customer Insights to Deliver Cost-Effective Data Analytic