Customer Relationship Management
Muscat Manucipality
Oman

The Problem

Muscat Municipality, Muscat, Sultanate of Oman, carries a huge civic responsibility and expressed a need to acquire best of breed technology solutions. The primary objective was to automate evolved processes and service offerings, manage diverse information needs, manage performance and operations and hence be able meet the challenge of rising expectations from a demanding and growing citizenry.

Muscat Municipality had traditionally been using in-house developed applications for most of their business needs; these applications were originally designed to handle mere data capture functions across various diverse business groups. These internal applications were not tightly integrated and did not cater to the evolving work flow requirements and service delivery capability required for civic customers and other stakeholders in the arena. The result over time was inevitable, and led to a situation of rampant data fragmentation across various independent and isolated applications, running in different departments across the organization. With it came the pain of unwieldy and expensive application support and incumbent maintenance issues.

This is the background to Muscat Municipality investing in a best of breed and comprehensive technology solution that not only catered for their existing business and operational needs, but also enabled a scalable and flexible framework for their growing future needs.

In addition, customers mainly citizens and companies who wish to obtain various permits such as building, construction, building repairs, licenses and parking permission, etc must submit the application personally at the Municipality’s office. They then had to wait between 1 week to 2 months (depends on the application type) to have their application processed and approved. Moreover their applications are transferred manually to other related departments which cause more delays in the application. Furthermore, each department needs to re-enter again the details of the application because the systems are not integrated to each others. This creates a lot of duplication work.

Everything was done manually and the time taken to obtain such approval was between 1 week to 2 months. Furthermore, any response to query took a considerable amount of time to answered as the staff required time to retrieve the application forms and checked on the status. Such manual process was time-consuming, tedious and labour intensive.

Hence, the IT Department together with the respective department worked in streamlining the processes to eliminate inconsistent citizen service by establishing a customer relation management system and obtaining a single citizen view. Muscat Municipality aimed to establish an automated process for services-based applications.

CRM project consists of many applications which are used to serve Muscat Municipality customers. It includes the following applications: Building Permits, Addressing, Construction Permission, Minor Building Permit, Rent Contract, Municipality License, Health Inspections, Technical Inspection, Parking Permission and Violations, and Revenue. All the applications are integrated with each other and tailored around the citizen to obtain a 360-degree view of citizens through a well-integrated customer relationship management implementation. For example, if a customer approach Muscat Municipality for any of the above services, once the customer gives the party number (Civil ID for citizens and CR for organizations), Muscat Municipality employee will know all the applications and service requests which had been applied for this customer.

Solution and Key Benefits

 What is the initiative about? (the solution)
The primary business benefit sought by the Municipality was to obtain an information system that could consolidate service process, assess performance and ease measurement. In addition, they were looking for a data model that was consistent with a large enterprise with varied service lines, and would bridge the gap between existing fragmented systems and provide a cohesive end-to-end solution for all end users within the organization.

Business benefit achieved after implementing systems are


• Efficiency, responsiveness and performance improvement in citizen services
• Obtained a 360-degree view of citizens through a well-integrated customer relationship management implementation
• Shift in manual paper based operations to automated – integrated – paperless process based operations. This has resulted in considerable reduction of cycle time for each service request
• Reduced parking and healthcare inspection times by 60% as a result of the ability to transmit results directly from the field thru Mobile devices over GPRS networks
• Considerable citizen time savings in applying services application, request follow-ups and status inquiries by implementing on-line citizen portal.
• Integrated revenue management system ensured avoidance of manual calculation and data entry errors for charges calculation, penalty calculation and payment receipts
• Multiple payment channels (Cash, Cheque, electronic payment cards and online payment) ensured citizen convenience for Muscat Municipality payments

For example the time required to get building permits approval used to take 2 months, with CRM it take maximum 3 weeks. Other application such as municipality license and parking permission it takes few minutes to be completed instead of 2 – 3 days.

Muscat Municipality today provides fully automated service to Pay processes and has removed all manual calculations and workings. Muscat Municipality today allows customers to initiate their requests through the Web and created an online interactive community using Oracle iSupport. Muscat Municipality has also enabled the integration of the modules with existing IVR and SMS systems using custom developed Oracle framework technology. Muscat Municipality allows employees to conduct field work remotely using mobile devices and PDA’s, which is a tremendous business benefit.

System currently handles more than 25,000 service request every month for various citizen services.

Muscat Municipality has successfully deployed the first governmental instance of Oracle CRM services in Middle East. We are already noticing great time savings through automated processes and, consequently, are providing stronger services for Muscat residents.

Actors and Stakeholders

 Who proposed the solution, who implemented it and who were the stakeholders?
The system was proposed by the Muscat Municipality through its effort in adopting Information Technology to streamline its operations and processes especially in its provision of services to the companies, other ministries organizations and the citizens.

There was a need to work with a partner of trust and competence, who could best understand the business need, translate that into a technology solution of proven capability and have the experience and competency to deliver on a tight timeline of demonstrable results. This was the genesis of a customer seeking an Oracle ERP/CRM solution from a partner of Imtac’s pedigree. Imtac LLC is the Oracle partner of implementation for Muscat Municipality

Muscat Municipality appointed IMTAC to implement Oracle CRM solution in Muscat Municipality. The project team members have been selected from Muscat Municipality and Imtac for this project. Mr. Salim Al-Kalbani (Head of Projects Section in Information Systems Directorate in Muscat Municipality) was the project manager.

During the implementation of the project, there were many meetings and workshops which have been done with the system users to get their feedback about the system in each stage. Project team members made sure that they have met users’ requirements, as they are serving Muscat Municipality customers. Moreover, Muscat Municipality has taken into its consideration to involve the citizen within the project because they are using the system as well through the e-services within Muscat Municipality website. Therefore in some applications like building permits application, Muscat Municipality has conducted workshops for the consultants’ offices to get their requirements and feedback to provide them with a better service using e-services.

(a) Strategies

 Describe how and when the initiative was implemented by answering these questions
 a.      What were the strategies used to implement the initiative? In no more than 500 words, provide a summary of the main objectives and strategies of the initiative, how they were established and by whom.
The aim of this project was to improve inconsistent citizen service by establishing a customer relation management system.

Objective identified for the implementation was

“ To improve overall customer satisfaction through better customer services by effectively reducing process time and cost”


Based on previous experiences and taking into account impact of new system release for both end users and customers, it was decided by the project team that the implementation will be rolled-out in phased manner. The roll-out was not based on Product module but based on complete end to end CRM service cycle.


Strategy,
1. Focus on roll-out of CRM service with complete end – to – end process mapping. Roll-out was planned not product module specific but citizen service centric.
2. Ensure proper end user involvement in requirements study, Conference Room Pilot (CRP – workshop), User Acceptance Testing (UAT) and Training.
3. Ensure dedicated hand holding at ‘Go-Live’ for each service at all locations of Muscat Municipality, so as to avoid customer inconvenience during application transition phase

Muscat Municipality has established automated process for Rent Contracts Management, Building Construction Permits Management, Property Address Management, Parking Permission and Violations Management, Healthcare and Technical Inspections, Municipality License Management, and Revenue Management applications.

(b) Implementation

 b.      What were the key development and implementation steps and the chronology? No more than 500 words
Muscat Municipality implemented the CRM project in March 2006 and completed the project by March 2008. It was a huge project as it consisted of many applications, each application were divided into stages within the project. For each stage we have applied project management approach (Definition, Analysis and Design, Build, Transition, and Production). This approach is normally used by information systems Directorate in Muscat Municipality for all their projects.

(c) Overcoming Obstacles

 c.      What were the main obstacles encountered? How were they overcome? No more than 500 words
During the implementation of Muscat Municipality CRM system, there were many obstacles, but they have been handled in a professional manner. For example, in the user requirements gathering stage, there were difficulties in unifying the procedures of the services among the five different customer service centers in different locations among Muscat. Many meetings and workshops have been done with the users from all service centers to reach to the best solution. CRM has successfully changed many working procedures that has enhanced the level of customer service in Muscat Municipality.

Another obstacle was non-IT savvy users, as some of them were working manually (paper) during the legacy systems. To handle this situation, Muscat Municipality conducted internal basic course on computer usage. IT department also provided these users with the latest computers and printers to encourage them to use the new system. As human nature, people always have resistance to change; therefore some users had this resistance to change from legacy system. Muscat Municipality Project team conducted meetings with the users and their managers to explain them about the benefits and advantages of the new system thus ensuring their co-operation

During go-live activity, there was at least one member from technical team in each customer service centers for at least two weeks to follow up with the users, help them and direct them to use the new system. This strategy provided users with that extra confidence in using the new system.

The project had strong executive management support including that of Chairman of Muscat Municipality. As a result Muscat Municipality has established a comprehensive software program that has connected all departments at different locations within Muscat and provides “Single Source of Truth” for all customer details and hence achieving a complete 360-degree view of citizens through a well-integrated customer relationship management implementation.

(d) Use of Resources

 d.      What resources were used for the initiative and what were its key benefits? In no more than 500 words, specify what were the financial, technical and human resources’ costs associated with this initiative. Describe how resources were mobilized
There was a need to work with a partner of trust and competence, who could best understand the business need, translate that into a technology solution of proven capability and have the experience and competency to deliver on a tight timeline of demonstrable results. This was the genesis of a customer seeking an Oracle ERP/CRM solution from a partner of Imtac’s pedigree. Imtac LLC is the Oracle partner of implementation for Muscat Municipality

Imtac engaged with Muscat Municipality in a full cycle engagement which included pre project consulting, on project business process reengineering, implementation and customizations, training and knowledge transfer, data migration and integration of applications, support and maintenance services.

Imtac could demonstrate the skills and the resources available to implement this unique solution. Imtac had the ability to understand and propose a solution encompassing the Municipality’s existing application and data fragmentation problems. Imtac could demonstrate a proven change management and knowledge transfer strategy that would be able to bring to Muscat Municipality the business benefits sought and own the application and its future manifestations

Sustainability and Transferability

  Is the initiative sustainable and transferable?
Muscat Municipality CRM system is sustainable and transferable to other municipalities and councils as far as they have the same services like rent contract, municipality license, building permits, addressing, parking permission and violations and the other municipal services. Maybe there are some differences in the procedures in some services but they can be modified according to the user requirements. Other services which are not included in Muscat Municipality CRM can be added easily. In CRM system, any service is initiated by a service request which has with its own work follow according to the service type. Each main service in Muscat Municipality CRM has many services. For example rent contract has the following services: application for new rent contract, renewal of rent contract, cancellation of rent contracts as others services belong to rent contract. The main idea of Muscat Municipality CRM is to have all municipal services under one system.

Dhofar Municipality (Dhofar is one of the regions in Oman) is planning to adapt the Muscat Municipality CRM solution to their municipality after they have seen the benefits and advantages of the solution.

Muscat Municipality feels very proud to achieve the first successful implementation of Oracle CRM services in a government sector in Middle East as stated in Oracle website (http://www.oracle.com/customers/snapshots/muscat-municipality-snapshot.pdf).

Lessons Learned

 What are the impact of your initiative and the lessons learned?
This implementation of a CRM application in a government sector, service oriented citizen facing environment, is a unique achievement for all stakeholders – Muscat Municipality, Imtac and Oracle. It is a successful deployment of the Oracle E-Business Suite modules for managing service requests, tasks allocation and management, providing service specific dashboard views for users and proves to be a very commendable and innovative application.

It involved a high degree of consultancy and skills with the application and its capability, to understand and reengineer processes to enable contact centers, interactive and end to end workflows to be set up, and thus provide a 360 degree view of all customers.

The unique adaptability demonstrated here is first in the middle-east and showcases the ability of the Muscat Municipality to be a pioneer in the provision of such services in the booming gulf societies and e-governance initiatives.

Some of the major factors for success in this project were

1. Strong support of executive management of Muscat Municipality and Imtac
2. Proven capability and experience of Imtac in executing large and complex project
3. Strong and responsible Project management from Muscat Municipality IT department
4. Major highlight of this implementation was dedicated and committed efforts from MM and Imtac team. Project from both the parties worked in very co-operative and supportive manner to ensure successful delivery and implementation of this project

Contact Information

Institution Name:   Muscat Manucipality
Institution Type:   Government Agency  
Contact Person:   Salim Al Kalbani
Title:   Section Head  
Telephone/ Fax:  
Institution's / Project's Website:  
E-mail:   10220@mm.gov.om  
Address:  
Postal Code:  
City:  
State/Province:  
Country:   Oman

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