The Active Card An Active Mind in an Active Body More people, More Active, More often!
The Active vision • Active – ‘The Olympic Legacy’ – 100,000 card holders by 2012 – SMART card technology – Improved communications for leisure and culture – Greater understanding of customer behaviours – Inclusive – More people, More Active, More often!
Active – the opportunities • SMART card technology/multi application platform – Transport – Concessions – Staff card – access to Council buildings – Proof of age card – Identity card – Cashless catering in schools – Car parking
Active – the opportunities • Discounts in local shops (Smarter shopping) • Arts and entertainment • E-voting • Online directory of services • Differential pricing • CRM systems • Electronic purse
Active – the benefits • Only one joining application – one point of contact • Can be used to measure NI14 (avoidable/unavoidable contact) • Delivering the e-government agenda • Stronger customer focus • Improved customer insight
Active – the benefits • Easy and convenient to use • Faster way to pay for ‘low’ value transactions • Secure payments • Accessibility • User friendly
Active • Delivering one solution for our customers – Clear messages – One card – one brand – Tangible benefits for the customer – Measurable benefits for the council and its partners
Where we were Health Suite Library Card Gym Card Card Arts Concession Library Leisure Projects Cards x 3 database database Health Sports Dev database database Outreach Voucher Cards x 2 Schemes x 3 Accreditation Branded Brands Intervention Projects
What it looked like
Where we are now many databases – 1 card Library Leisure database database Customer Customer Insight Communications Health Sports Dev database database Concessions
What it looks like now
Using the database
Using the database
Using the database
What we aim to achieve • 100,000 Active cards holders by year 2012 – Accurate customer data and insight – Regular & relevant communications about leisure and culture in South Gloucestershire – Cross service promotion – Improved customer awareness of active lifestyle opportunities – Improved customer satisfaction levels – Increased activity levels – up at least 1% per year To create ‘The Active County’
Key Learning Issues • Start with a clear vision – people need to touch and feel it to understand • Get chief officer buy-in – Cross dept/agency working needs coordinated leadership • Phased pilots – Helps to make the change processes manageable and focussed • Simplifying can be complicated – Always work from the customer backwards – This will change/complicate organisational working practices. Don’t let that derail you.
Key Learning Issues • Accept that cultural differences will occur – and allocate time and resources to overcome them • Take time to nurture good relationships and build trust – internal and external • Maintain a customer focus throughout
Potential for West of England • Single card to access services • Joint marketing across the region with potential for greater impact • Potential of encouraging new partners (e.g. transport) • Economies of scale
Using SMART card technology • Bracknell Forest E+Smart card
E+SMART Card applications • Library Card • Leisure Card • Shopping discount card (in association with local retailers) • School dinner card • Travel Card • Proof of Age Card • ID card for staff
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