Managing the Citizen Contact Center for the City of Madrid. A Ferrovial Case Study of Altitude Software.

1. Managing the Citizen Contact Center
For the City of Madrid

2. © Altitude Software Case Study – all rights reserved 2
Managing the Citizen Contact Center
For the City of Madrid
La Ferrovial Servicios is a company of the Ferrovial Group, a global leader in
the design, construction, financing, operation and maintenance of transport,
urban and services infrastructure.
Ferrovial Servicios has become a reference in the efficient provision of Municipal Services;
Infrastructure Management and Maintenance and Facility Management. Its total management
methodology supports the assets complete lifecycle: from
planning to development, from operations to
maintenance.
Ferrovial Servicios provides differentiated, high value-
added services in over 150 urban centers in Spain, UK,
Poland, Portugal, Chile, Colombia and Qatar. It is proud
of helping improve urban life quality and of contributing
to the rise of cities that are more sustainable, consume
less energy, are more innovative and open.
Ferrovial’s leadership in urban services and services infrastructure management is supported by a
clear commitment to sustainable solutions. The company employs over 65000 people in 25 countries.
Ferrovial's activities focus on four business lines: Services (Municipal Services; Infrastructure
Management and Maintenance; Facility Management and Highways); Toll roads (Concessions and
Management; Construction); Construction (Civil Works; Building; Industrial and Airports); and Airports
(Shareholdings and Management). Ferrovial is listed in the Madrid Stock Exchange and is included in
the prestigious Dow Jones Sustainability, FTSE4Good and Ethibel indices.
“An “Always-on” service
that provides the most
current information to the
agent so that he can help
and serve citizens in the
most effective and
efficient manner”
Juan José Molina Lamas, Ferrovial
Servicios Information Systems
Director

3. © Altitude Software Case Study – all rights reserved 3
Citizen interactions total 21,7 million, a growth of
20% in 2013
In September 2012, Ferrovial Servicios won the contract, after a public bidding, of Madrid’s
municipality contact center service “Linea Madrid 010” management. Linea Madrid is a critical service
for the Madrid City Council and the citizens that seek information and to manage processes with local
public services. The services include not only information services, but transactional services,
including administrative processes and procedures, and local tax payments.
The “Linea Madrid” solution is based on the
Altitude uCI customer interaction management
suite. It integrates the PABX, database servers
and agent workstations. The contact center is
available 24 hours a day, 365 days a year, and
its agents manage 350 different services using
constantly updated information.
In 2013, there were 21,7 million citizen
interactions through phone, internet or at the
municipal offices, a growth of 20%, all the while
achieving a cost reduction estimated at 1,17
million euros. Innovation as been ongoing, with
the launch of a new transactional site for
personalized muncipal services
(www.madrid.es/micarpeta) and the launch of
new communication channels in twitter
(@lineamadrid) that allow information
exchange between citizens and local
government.
In 2013, the Madrid City Council online channels received over 17 million visits and completed 1,6
million transactions. An increase of 50% attributed to the popularity of the new transactional services
on the site.
Altitude uCI solution for Linea Madrid supports inbound and outbound voice and IVR; Email and Chat.
It also integrates with a solution to serve citizens with hearing or speech disabilities (using Altitude
Web Collaborator with Chat), and with third party platforms for CRM (siebel). More recently, Ferrovial
Servicios extended the Linea Madrid solution to video communications; M2M, and to smartphones and
tablets.
The Linea Madrid solution is built to ensure total availability with complete redundancy and disaster
recovery solutions based on two different data centers and on redundant fiber optic networks. In case
of disaster both agent availability and citizen’s communications remain unaffected.
Ferrovial Services
 Net turnover of 7.686 million euros in 2012.
 Gross Capital Expenditure of 314 million
euros in 2012.
 Over 150 big urban centers trust Ferrovial
Servicios.
Business Benefits
 New communication channels that
include channels for handicapped
persons
 better service to citizens with reduced
waiting times and faster resolution.

4. © Altitude Software Case Study – all rights reserved 4
Linea Madrid 010 has made possible a 1,17 million
euros cost reduction
The Linea Madrid service complies with very demanding service level agreements (SLA) incorporating
significant penalties for non-compliance. Service level is measured by service performance metrics
(namely call retention and speed to answer time) and customer satisfaction survey results. Linea
Madrid customer service quality levels are
ensured by dedicated processes based on the
EFQM (European Foundation for Quality
Management) certification for excellence. The
contact center has recently achieved an
outstanding level of sustainable excellence,
based on assessment against the EFQM Excellence
Model. Linea Madrid and Altitude Software have
recently won a Best Public Service Contact
Center Solution Award in Spain.
Contactos
Ferrovial
Príncipe de Vergara, 135
28002, Madrid, Espanha
Tel. +34 915 862 500
Altitude Software
San Joaquin, 1
28231 – Las Rozas, Madrid
Tel. + 34 917 320 350
Solution Profile
 Altitude uCI
 Altitude Voice Inbound
 Altitude uRouter
 Altitude Connector to Siebel
 Altitude Predictive Dialler
 Altitude Email
 Altitude Web Collaborator with chat
 Altitude IVR Outbound
 Altitude Wallboard
 Altitude uSupervisor
 Altitude Script Developer
 Altitude Publisher
 Altitude uAgent Windows.