The Getxo City Council is facing the need to evolve its model for serving citizens in order to adapt it to an increasingly digital, demanding, and multichannel environment, where citizens demand immediacy, accessibility, and personalization.
The existing model had limitations in terms of channel integration, responsiveness, and unified management of citizen relations, which made it difficult to provide a consistent and efficient experience.
Among the main challenges identified are:
- To have a true omnichannel service model capable of integrating all points of contact with citizens.
- Reduce response times and improve the quality of service provided.
- To have a unified view of citizens that enables personalized service.
- Automate low-value interactions to optimize available resources.
- Ensure the traceability, efficiency, and scalability of the service.
- To evolve toward a more digital model, without losing the personal touch in our relationship with citizens.
A next-generation citizen service model has been defined and implemented, supported by a technological ecosystem based on Salesforce Service Cloud and Odigo, which enables the centralization, automation, and orchestration of all processes related to citizen engagement.
The solution enables an integrated omnichannel environment from which all customer service channels—phone, email, WhatsApp, social media, the website, and video calls—are managed in a unified manner, providing a seamless and consistent experience.
The implemented architecture consists of the following elements:
- Salesforce Service Cloud (CRM) serves as the core of the model, enabling centralized management of cases and requests through a single citizen profile, with a 360-degree view of all interactions and a high degree of customization and scalability.
- Odigo is an omnichannel contact center platform that manages incoming and outgoing interactions, incorporating advanced automation capabilities such as intelligent IVR, conversational bots, and natural language processing (NLP), which enable the platform to autonomously resolve low-complexity inquiries.
- Ambiser (METAtención) as a differentiating layer, which enables the completion of remote procedures with full legal validity through biometric identification (facial or voice), thereby advancing the digitization of the service.
The resulting model makes it possible to automate the most repetitive processes, ensuring their traceability, and frees up specialized agents to focus on higher-value interactions, thereby improving both operational efficiency and the quality of service.
- True, integrated omnichannel service, ensuring a consistent experience regardless of the channel used by the citizen.
- A 360° view of the citizen, enabling more personalized, context-sensitive, and efficient service.
- Intelligent process automation, reducing response times and optimizing the use of resources.
- A significant improvement in the citizen experience, combining efficiency, responsiveness, and quality of service.
- Scalability of the model, which can adapt to new volumes, services, and needs without proportionally increasing resources.
- Secure digitization of administrative procedures, incorporating legally valid biometric identification mechanisms.
- Operational optimization, allowing teams to focus on resolving complex cases with the greatest impact.
- Ability to continuously evolve, thanks to a flexible architecture designed to incorporate new features and services.
