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London, 19th June 2019

Understanding the citizen perspective to improve the services. London, 19th June 2019. FERROVIAL SERVICES, A GLOBAL COMPANY. SPAIN, UK, AUSTRALIA & NEW ZELAND, USA, CANADA, PORTUGAL, CHILE, QATAR, POLAND. € 6,6 b. …with a common driver, the citizen!.

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London, 19th June 2019

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  1. Understanding the citizen perspective to improve the services London, 19th June 2019

  2. FERROVIAL SERVICES, A GLOBAL COMPANY SPAIN, UK, AUSTRALIA & NEW ZELAND, USA, CANADA, PORTUGAL, CHILE, QATAR, POLAND € 6,6 b …with a common driver, the citizen!

  3. STREET CLEANSING, ONE OF THE KEY SERVICES IN SPANISH CITIES A recentreport of theSpanishConsumers and Users Organisation (OCU) about street cleansing concluded: 4 criteria: dogexcrement, bins, hot spots, graffiti Relevance of citizen engagement

  4. MADRID STREET CLEANSING, THE CHALLENGE TO IMPROVE SERVICES Support the Madrid Central area for its positioning as a reference for cleanliness thanks to citizen involvement and the intelligent use of urban information Madrid City Council and Ferrovial Services Development of a collaboration framework Intelligent use of information Citizen Involvement 1 2 Dynamic management of the data-driven service Improvement of the citizen experience Improvement of the worker experience

  5. Interviews with open questions • With a diverse sample of people • Facing the issue of cleanliness from different perspectives • 80% listening • Taking notes of messages CITIZEN ENGAGEMENT AND THE IDENTIFICATION OF HIDDEN NEEDS The synthesis of the messages concludes in the "Insights" that contain the deep and hidden needs of the citizens

  6. 3 EXAMPLES OF THE 23 INSIGHTS OBTAINED FROM THE INTERVIEWS… Parents are concerned when they take their children to playgrounds because they are not sure that they are free of waste and glass Playgrounds with glass The citizen considers that the current systems for depositing the cigarette butts are not sufficient or adequate and the smoker prefers to extinguish the cigarette on the ground The butt goes to the ground The citizen believes that the best feeling of cleanliness of the sidewalks is achieved by cleaning with water and also believes that the visibility of cleaning services is relevant to their perception Water means clean

  7. AND MANY OTHER TOPICS! Feeling of shame Noise of services Community

  8. IMPLEMENTATION OF THE DISCOVERIES IN A CITIZEN LAB 4 5 6 3 Citizen Experience Data area What is your level of satisfaction with street cleaning? (From 1 to 10) 50 Interviews with citizens Startingpoint 44% 9 Redesign of the services incorporating the citizen perception and maintaining the cost New bin 2 1 Citizeninvolvement 7 8 Innovativesolutions

  9. AND WE DELIVERED A NEW SERVICE

  10. INVOLVEMENT GENERATES AN IMPROVEMENT IN SATISFACTION LEVEL Citizen Experience What is your level of satisfaction with street cleaning? (From 1 to 10) 50 Interviews with citizens Startingpoint 44% Final point 77% Complaints

  11. MAIN CONCLUSIONS • The insights of citizens can be the starting point to transform services. • Leading the transformation involves getting out of the comfort zone and requires an involvement of the administration. • Citizen insights can generate new services with better performance with the same or less cost. • Citizen perception has an exponential relationship with smartly planned services - perception services.

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