Barcelona de Serveis Municipals unifies and personalises the management of more than 1 million active users with Microsoft Dynamics 365

B:SM, Barcelona City Council's own services company, has integrated the users and clients of the different services and activities in the spheres of mobility, culture, leisure and public space care that the entity manages into the cloud-based Microsoft CRM

The solution implemented covers the marketing, commercial and customer care services. This integration has facilitated a global perspective while also enabling a personalised management for each business, some of which are quite different from one another

ABAST, a Microsoft partner that specialises in business management solutions, helped B:SM to roll out the platform

B:SM has chosen the Microsoft Dynamics 365 technology to launch a digitalisation plan focused on unifying the management of some of its processes to improve relationships with clients and users.

The company has now become established as a reference and pioneer in the areas of urban mobility, culture, leisure and public space care: it spearheads challenges such as the transformation of the Olympic Port, the development of the public network of electric charging points, Endolla Barcelona (the largest in the country), and the application for shared mobility services, SMOU. It also manages emblematic services and spaces in the city, such as Bicing, the network of 43 B:SM car parks, Park Güell, the Olympic Ring, Parc del Fòrum, Tibidabo Amusement Park, and the Barcelona Zoo, among others.

Stemming from its philosophy of continuous improvement, and as part of the process of digital transformation it is currently undergoing, B:SM has decided to opt for technological renovation to set the foundations for the new relational, homogeneous, and integrative marketing model. The objective is to improve citizen knowledge in the short term, and to provide better, more direct, and more customised service to the population of the entire metropolitan area.

In this context, it is more important than ever to have a 360º view of all the products and services, as well as of the interactions with citizens. To achieve this, B:SM has adopted the CRM Microsoft Dynamics 365, which provides it with a comprehensive overview of the business and allows it to offer more personalised customer support services. In addition, thanks to its cloud location, the migration allows all the power of the Microsoft suite to be harnessed, guaranteeing constant updates and providing the opportunity to add more features with Microsoft modules and modules from other certified manufacturers in a quick and agile manner.

Comprehensive business overview that improves the relationship with the clients

With this project, B:SM's main objective was to create a system that offered it personalised knowledge of its clients to reach a direct relationship, bringing value and supporting the development of tailor-made products, thus anticipating future needs.

The company, which has more than 1 million active users, has managed to unify all the planning and marketing actions performed (both at the corporate level and on an individual level) for each of the business areas in a single platform, thanks to Dynamics 365: everything from researching opportunities crossed between databases, always in accordance with the client's preferences, to automating marketing campaigns and obtaining new leads.

A centralised framework has also been rolled out that integrates the insight gained from all the citizen relationships forged with the different service areas, facilitating a comprehensive perspective. At the same time, each of these departments continues to individually manage its own users and clients.

The Microsoft Dynamics client care module offers the characteristics of a complete multi-channel service, since citizen queries and requests can be received via the website, email, telephone, mobile appsand, in some businesses, the chat bot.

B:SM is also using Dynamics 365 for the commercial management of some business areas, such as the rental or granting of spaces in facilities managed by the company: Palau Sant Jordi, Parc del Fòrum, the Zoo, and the B:SM network of car parks, among others. The sales module provides its commercial representatives with different features, such as the management of opportunities and offers and completely secure access to important client information.

A solution adapted to the needs of B:SM

ABAST, a Microsoft partner that specialises in business management solutions, helped B:SM to roll out the platform. One of the most important challenges that had to be tackled was integrating the information. Given the diversity of the services and businesses managed by B:SM, the company sought to integrate more than 18 programmes that worked with 37 different databases into the CRM. To achieve this integration, the ABAST and B:SM teams worked on organising and standardising the origin points. The outcome is that every day each origin point sends its data to the Microsoft programme to be managed in accordance with the strategy of each business, always with a comprehensive vision.

To improve telephone attention, ABAST integrated the CRM with the different call centres using a CTI solution. The system not only identifies the user, provided they call from a telephone number that is registered with the CRM, but it also identifies the telephone service where the call has come from, for example, the Barcelona Zoo's telephone helpline, the Bicing customer service, etc. With this information, the most important and potentially useful information is recovered and shown so that the operator can better handle the call. 

"The solution implemented has brought many advantages for several of our teams," explains Mayra Nieto, director of Communication and Marketing at B:SM. "It has allowed us to have a single, standardised database that we can exploit autonomously and with a global vision. It has also enabled us to segment all our clients to a much greater degree and obtain more knowledge about their preferences. Likewise, we have been able to increase the number of automated loyalty-creating actions, measure the return on investment and effectiveness of our campaigns much better and obtain a comprehensive vision of the users. All this means that we can continue to progress in our commitment to excellence and to creating experiences in the spheres of mobility, leisure, and culture, which all have a shared central feature: the well-being of people".