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									                                                     Microsoft Dynamics CRM
                                                     Success Story

                                                     Efficient citizen oriented governance supported
                                                     by CRM technologies

Summary                                               “Our mission is to modernize public administration providing fast,
Region: Panama                                        easy and up to date access to the Panamanian Government
Industry: Government
                                                      entities. We are achieving it with the National Citizens Service
Customer Profile                                      Center and the concept of a service platform by Rock Solid
The National Citizens Service Center is the           Technologies and Microsoft Dynamics CRM.”
agency created by the Government of Panama to
address all citizens’ concerns. The National          Mr. Eduardo E. Jaén, Eng, National Authority for Government Innovation Administrator
Authority for Government Innovation is
responsible for providing technology solutions for
a modern and efficient public administration.
                                                      The National Government of Panama implemented a Citizens Service
                                                      Center based on the strategy of the Microsoft Citizen Service Platform
Initial Situation                                     (CSP), enabled by Microsoft Dynamics CRM technology and the Respond©
The new administration required a platform that
would allow the operation of a national citizen
                                                      software application by Rock Solid Technologies. It is a service contact
service center in an efficient manner, interfacing    center with various channels to receive citizens’ complaints, ideas and
various government agencies.                          suggestions: a country-wide toll free number (311), a web site and an
                                                      email address, integrated as a whole. This initiative was implemented in
Rock Solid Technologies Respond© system, a            just 60 days, and in 6 months, half of the government agencies that
governmental application developed on                 concentrate most of the citizens’ concerns were operating with the new
Microsoft Dynamics CRM, was implemented.
                                                      platform. Calls that used to take minutes to be served, sometimes with
Benefits                                              wrong answers, take place now in seconds, are registered in an accurate
 Call time was reduced from minutes to               record of citizen complaints that was previously impossible and set up
 More than 80% of all cases are closed in short
                                                      highly effective mechanisms for case monitoring and resolution, raising
  time                                                the satisfaction of taxpayers and substantially improving the quality of
 Free access to any government agency                State management. In just six months of testing, more than 12,000
  available 7 x 24, 365 days, from any location
  in the country.
                                                      service requests were resolved.
                                                 Situation                                            From the general point of view of state
“Rock Solid                                      Panama is a country located in Central               administration, it was highly inefficient,
Technologies’ Respond©                           America, known for its Canal as Crossroads of        multiplied the staff, did not deliver a good
                                                 the World and Heart of the Universe; it has a        service, there were no records nor
system, based on                                 population of 3.5 million inhabitants. The           measurements of any kind, and, in addition,
Microsoft Dynamics                               Government of the Republic is formed by 14           people had to bear the cost of the call”, said
                                                 departments, 46 decentralized public                 Rodolfo Caballero Rivera, Citizen Services
CRM was the solution                             agencies and 11 separate entities reporting          National Director.
we needed. It was                                to the President, plus the legislative and
                                                 judicial branches.                                   Against this background, a project was
preconfigured for a                                                                                   developed to “reduce the bureaucracy in the
Latin American                                   Within the framework of the first projects           management of citizen services”. Mr. Ricardo
                                                 undertaken by the present administration, it         Martinelli, President of the Republic, decided
government, which                                was found that citizens had no proper                to create it for the first time in the national
allowed us to deploy it                          channels for addressing grievances,                  history of a Citizen Services Center. A project
                                                 complaints or suggestions. Many people               was developed to create a single service
for the Government of                            ignored the appropriate phone numbers,               center that would provide service to all
Panama in just 60                                since the relevant information was confusing;        agencies at the same time that it would allow
                                                 as a matter of fact, Panamanians were not            the State to save on citizen services facilities,
days”.                                           clear about which entity was responsible for         personnel, technology, and in
                                                 the solution of their problems or concerns,          communications infrastructure.
Mr. Rodolfo Caballero Rivera, National Citizen   which often resulted in waste of time and
Services Director.                               dissatisfaction. The various agencies’ service       Solution
                                                 centers lacked the technology and the
                                                 procedures to effectively address reported           “By orders of the President, the National
                                                 incidents. Submitting a complain about               Citizen Services Center was created, through
                                                                                                      Decree Law 555 of June 24, 2010.
                                                 public services was very complicated, and
                                                                                                      Supported by the National Authority for
                                                 getting a response required great efforts; this
                                                                                                      Governmental Innovation, the entire 311
                                                 situation not only affected their quality of life,
                                                                                                      infrastructure was established to serve the
                                                 but entailed a significant cost to the State         public through various channels: by
                                                 and also encouraged undesirable practices            telephone, e-mail and website, all the
                                                 as the search for “contacts” that could help         complaints, grievances, ideas and
                                                 solve the problem.                                   suggestions from Panamanians throughout
                                                                                                      all the national territory, free of charge either
                                                 When allegations or complaints, a citizen            from landlines or mobile phones or the
                                                 tried to made them by phone, but after a             internet”, said Mr. Caballero Rivera. The goal
                                                 difficult process, the citizen was notified that     of the 311 is to improve public service and
                                                 the claim must be made in person, which in           contribute to a better, more reliable
                                                                                                      government for the people.
                                                 many cases forced the citizen to desist. On
                                                 the other hand, mediatic protests became
                                                                                                      After a planning period, different
                                                 established, with street protests demanding
                                                                                                      technological alternatives were evaluated,
                                                 the presence of the concerned Secretary to
                                                                                                      including the Motorola solutions, the Tivoli
                                                 the scene of events, to offer a solution there,      CRM and Siebel from Oracle. “These options
                                                 in front of the press.                               had various problems: their implementation
                                                                                                      would take a long time, they were completely
                                                 “Each entity had –or pretended to have–              in English, there were no local consultants or
                                                 some resources assigned to citizen services.
                                             they were very expensive. In the search for      where water had to be supplied to affected
“An important factor                         the ideal solution to our needs, we found the    communities. During the water crisis caused
                                             Respond© system by the Puerto Rican              by a natural disaster in 2010, the 311
that led us to choose                        company Rock Solid Technologies, based on        information was strategic to supply water to
the Rock Solid                               Microsoft Dynamics CRM and other Microsoft
                                             technologies, which enable the Microsoft
                                                                                              communities that were underserved. So the
                                                                                              quality of services improved and that was
Technologies and                             Citizen Service Platform (CSP) and we found      clearly perceived by the people”, said
                                             that it was the solution we needed. It was       Engineer Manuel Gonzalez Ruiz, IDAAN
Microsoft solution was                       preconfigured for a Latin American               Executive Director.
the simplicity with which                    government, which made us expect faster
                                             customization to the government of Panama        “An important factor that led us to choose the
we could adapt it to our                     an in fact it was that way: we implemented       Rock Solid Technologies and Microsoft
specific needs and how                       Respond© in 60 days”, says the official.         solution was the simplicity with which we
                                                                                              could adapt it to our specific needs, and how
simple it was for those                      Through a consortium of Telecarrier - Cable      simple it was for those who should use it.
                                             Onda (providing the Datacenter), Medata          Many officials are not familiar with
who would use it”.                           (CallCenter operator), Rock Solid                computers, however with this software
                                             Technologies and Microsoft, it was possible      interface, which is very easy to use, they are
Eng. Vielka Mora, 311 Operations Director,   to deploy a system that provides outsourced      doing very well”, said Ms. Vielka Mora, Eng.,
National Citizen Services Center.            IT infrastructure to the National Citizen        311 – National Citizen Services Center
                                             Services Center for its daily operation. It      Operations Director. All the system users,
                                             began with a pilot of 20 entities that were      both the service center operators and those
                                             incorporated gradually through official          in the sub-centers located in each agency
                                             releases to national media. Six months into      (called Executive Links), access the
                                             the operation of the new platform, 36 State      Respond© application via a website. This
                                             institutions are operating with the 311, which   front-end was built on Microsoft Dynamics
                                             constitutes 50% of all States agencies           CRM, which runs on an infrastructure
                                             representing the Legislative, Executive,         comprised of Windows Server 2008 and SQL
                                             Judicial, Public Companies and Trusts; before    Server 2008.
                                             the end of 2011 another 36 bodies will be
                                             added. “It means that very quickly we are        Each agency appointed an Executive Liaison
                                             making the entire State apparatus provide        and an Operations Liaison. The Operations
                                             free and easy access to 3.5 million              Liaison receives from the National Service
                                             Panamanians to address all citizens’             Center the notifications of all received topics
                                             requirements for public services like            incumbent on that agency, and is responsible
                                             education, health, water and transport,          for returning the official responses from each
                                             among others, which not only helps solve         one of the agency’s directors and heads of
                                             problems quickly and accurately, it helps to     departments. The Executive Liaison is the
                                             improve perception about the State”,             one who communicates to the Minister or
                                             explains the General Administrator of the        Director of the entity when they are meeting
                                             Authority for Government Innovation, Mr.         the terms of Service Level Agreements (SLA's)
                                             Eduardo E. Jaén, Eng.                            and coordinates with them the necessary
                                                                                              measures that should be taken to respond
                                             For example, the National Institute of           and solve all cases without exception.
                                             Aqueducts and Sewers (IDAAN), which
                                             supplies water to nearly 90% of the              Rock Solid Technologies, Microsoft Gold
                                             population, was one of the first to appreciate
                                                                                              Partner, developed Respond© in .NET on
                                             the benefits of 311. “We could begin to have
                                                                                              Microsoft Dynamics and in recent years has
                                             accurate and reliable information of the
                                                                                              accumulated extensive experience in local
                                             places where there were water leaks or
                                                                                              and national government projects level in
                                                their home country, Puerto Rico, and other       significantly increases citizen satisfaction.
“We are confident that                          countries in the region. “In the Panama 311      We have quality consultants, specialized in
solutions like Respond©                         case, the biggest challenge was the speed        industrial engineering, each assigned to
                                                with which the authorities wanted to deploy      eleven agencies, to identify projects that
and Microsoft Dynamics                          the National Citizen Services Center. Thanks     would support quality management and
help the Government of                          to their good disposition and their support,     innovation management in the government.
                                                but also to the characteristics of the           Also, the National Authority for Government
Panama to more                                  technology we use, we achieved in 60 days        Innovation (AIG) has the authority to weekly
efficiently meet the                            what with other tools would have easily taken    convene all Ministries, Secretaries, and
                                                6 months” said Mr. Ángel L. Pérez, Eng., Rock    Agencies to analyze how the attention to the
needs of the people.                            Solid Technologies Vice President. Localizing    citizens demands is working out in their
Governments exist to                            the software implied an adjustment of the        specific sectors”, points out Mr. Rodolfo
                                                language as used in Panama, which was            Caballero.
serve the people, and                           facilitated by the Microsoft development tools
such technologies as                            used. It was also necessary to solve the         Currently, the National Center for Citizen
                                                interoperability with Asterisk, an open source   serves 7 x 24 and answers over 65,000 calls
those implemented for                           development used by Medata for call center       per month, of which 96% are complaints (with
the 311 service,                                operations, and with the web portal of the       a closing rate of over 80% in the short term),
                                                National Citizen Services Center, inherited in   2.5% are grievances and the rest are
substantially improve                           PHP, where complaints and grievances can         suggestions or requests for information. In
governance quality”.                            also be registered online. “We are confident     just six months we have already received over
                                                that solutions like Respond© and Microsoft       25,000 requests for services and 12,000
                                                Dynamics help the Government of Panama to        have been solved, despite having suffered in
Angel L. Pérez, Eng., Rock Solid Technologies   more efficiently meet the needs of the           December a natural disaster that left the
                                                people. Governments exist to serve the           capital city without water for more than 40
                                                people, and such technologies as those           days. "We are solving 600 complaints a week
                                                implemented for the 311 service,                 on average”, assure 311 officials.
                                                substantially improve governance quality”,
                                                added Mr. Pérez.                                 Also, thanks to Respond© and Microsoft
                                                                                                 Dynamics CRM features, we can deliver
                                                Benefits                                         monthly detailed reports of opened, closed,
                                                                                                 and dropped cases, types of communication,
                                                Today, the Service Center standards,             channels used by the people, process
                                                according to statistics from the first 6         success and resolution rates within the terms
                                                months, show that from 400,000 calls, 90%        specified to the citizens in each Service
                                                are served within 15” (when it used to take      Agreement, a ranking of the issues that most
                                                several minutes or were not answered by the      concern people, a detail by province, district
                                                right person within the agency); citizens’       and township, and even a breakdown by hour
                                                concerns are registered in less than 4           to determine the times when more service
                                                minutes. “Never before had the Government        personnel should be operational. These
                                                used a system to address so quickly all          reports include easy-to-analyze charts, useful
                                                complaints, grievances, ideas and                for decision-making, with statistics that show
                                                suggestions from the people. We had to map       the areas with more incidences of cases,
                                                7,085 State processes in order to obtain the     among other details. This information is
                                                best response time, the referrals were           available online, in real time, and the
                                                effective and problems could be solved           Ministers can also access it on their mobile
                                                quickly. The communication of closing cases
                                             phones. This allows the Government to have         innovation on a continuous basis", says Mr.
“Just for starters, we                       better control of its resources.                   Eduardo E. Jaen, Eng., AIG Administrator.
had to map 7,085 State
                                             We are currently integrating the Geographic
processes in order to                        Information System (GIS) with Respond©,
obtain the best                              which will allow the visualization of service
                                             cases by geographic areas. The focus of this
response time, the                           project is based on the government's strategy
referrals were effective                     focused on citizens, reliable governance, best
                                             practices of good governance, digital
and problems could be                        citizenship and smart cities, as well as on the
solved quickly. The                          principles of transparency, democratic
                                             institutions and accountability. It allows us to
communication of                             advance the presidential goal of reducing
closing cases                                bureaucracy and attaining a more efficient
                                             public administration.
significantly increases
citizen satisfaction.”                       Besides, citizens are encouraged to express
                                             their grievances, complaints or suggestions,
                                             because they find a better service quality,
Rodolfo Caballero Rivera, Citizen Services
National Director
                                             with a number that identifies the incident that
                                             began with his call or contact via web,
                                             through which they can monitor the case
                                             online. In addition, service calls are now free
                                             of charge, so if it were to take time to obtain
                                             a more precise answer it would not generate
                                             additional cost to the citizen. Similarly, the
                                             rate of dropped calls is significantly lower
                                             than before the implementation of 311. Other
                                             channels being used to inform people are the
                                             social networks Facebook and Twitter.

                                             "Our mission is to modernize public
                                             administration by providing Panamanians
                                             with rapid, modern and easy access to the
                                             Government entities. In order to do it, we
                                             have to respond to and resolve with
                                             gentleness, quality and dedication, every
                                             complaint presented by the citizens. With the
                                             National Citizen Services Center and Rock
                                             Solid Technologies and Microsoft
                                             technologies, we are achieving it, since we
                                             can analyze the processes of the entities,
                                             benefit of government business intelligence,
                                             advance the government goals of quality
                                             management and innovation management
                                             and project initiatives for improvement and
For more information                                       Microsoft Dynamics CRM
About Microsoft products and services call:                Microsoft Dynamics CRM is the technology
210-3000 or visit:                                         solution that allows you to define a business
www.microsoft.com/panama                                   strategy focused on anticipating, analyzing
                                                           and meeting the needs and desires, both
For more information about the National                    current and anticipated, of your customers,
Authority for Government Innovation, visit:                increasing the effectiveness of Sales and
www.innovacion.gob.pa                                      Services employees. With modules for Sales,
                                                           Marketing and Customer Service, Microsoft
For more information about the National                    Dynamics CRM gives you a fast, flexible and
Citizen Services Center, visit:                            affordable solution that drives consistent,
www.311.gob.pa                                             measurable improvements in every business
                                                           process and allows a closer relationship with
For more information about Rock Solid                      your customers, helping your organization
Technologies products and services, call                   reach new levels of profitability.
+1 787-620-5595 or visit:
www.rocksolid.com                                          For more information about Microsoft
                                                           Dynamics CRM, visit:

                                                            Products and Services                          − Windows Server
                                                              − Microsoft Dynamics CRM                     − SQL Server
                                                              − Respond©

This success story is published exclusively with general
information purposes. MICROSOFT DOES NOT OFFER ANY

Document published March, 2011

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