The Active CardAn 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 leisure and

culture– Greater understanding of customer

behaviours – Inclusive– More people, More Active, More often!

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

Active – the opportunities• Discounts in local shops (Smarter

shopping)• Arts and entertainment• E-voting• Online directory of services• Differential pricing• CRM systems• Electronic purse

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

Active – the benefits

• Easy and convenient to use• Faster way to pay for ‘low’ value

transactions• Secure payments• Accessibility• User friendly

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

Where we were

Librarydatabase

Leisuredatabase

ConcessionCards x 3

GymCard

Health SuiteCard

OutreachCards x 2

Sports Devdatabase

HealthdatabaseVoucher

Schemes x 3

BrandedIntervention

Projects

AccreditationBrands

LibraryCard

ArtsProjects

What it looked like

Where we are nowmany databases – 1 card

Librarydatabase

Leisuredatabase

Sports Devdatabase

Healthdatabase

Concessions

CustomerCommunications

CustomerInsight

What it looks like now

Using the database

Using the database

Using the database

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

opportunities– Improved customer satisfaction levels– Increased activity levels – up at least 1% per year

To create ‘The Active County’

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.

Key Learning Issues

• Accept that cultural differences will occur –and allocate time and resources to overcome them

• Take time to nurture good relationships and build trust – internal and external

• Maintain a customer focus throughout

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

Using SMART card technology

• Bracknell Forest E+Smart card

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