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The Active Card
An Active Mind in an Active Body
More people, More Active, More often!
The Active Card An Active Mind in an Active Body More people, More - - PowerPoint PPT Presentation
The Active Card An Active Mind in an Active Body More people, More - - PowerPoint PPT Presentation
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
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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!
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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
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Active – the opportunities
- Discounts in local shops (Smarter
shopping)
- Arts and entertainment
- E-voting
- Online directory of services
- Differential pricing
- CRM systems
- Electronic purse
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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
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Active – the benefits
- Easy and convenient to use
- Faster way to pay for ‘low’ value
transactions
- Secure payments
- Accessibility
- User friendly
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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
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Where we were
Library database Leisure database Concession Cards x 3 Gym Card Health Suite Card Outreach Cards x 2 Sports Dev database Health database Voucher Schemes x 3 Branded Intervention Projects Accreditation Brands Library Card Arts Projects
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What it looked like
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Where we are now
many databases – 1 card
Library database Leisure database Sports Dev database Health database Concessions Customer Communications Customer Insight
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What it looks like now
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Using the database
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Using the database
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Using the database
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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
- pportunities
– Improved customer satisfaction levels – Increased activity levels – up at least 1% per year
To create ‘The Active County’
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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.
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Key Learning Issues
- Accept that cultural differences will occur –
and allocate time and resources to
- vercome them
- Take time to nurture good relationships
and build trust – internal and external
- Maintain a customer focus throughout
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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
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Using SMART card technology
- Bracknell Forest E+Smart card
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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