Partners

City of Perth Automates CRM with Snap Send Solve, Cutting Manual Processing and Escalations to Zero

City of Perth Automates CRM with Snap Send Solve, Cutting Manual Processing and Escalations to Zero

The City of Perth has transformed its service request process by integrating Snap Send Solve directly with Microsoft Dynamics CRM. What used to be a manual, time-consuming workflow, managed by a dedicated team member, is now streamlined, automated, and scalable. With an elegant API connection and agile mindset, the team completed implementation in just five days. The results? No escalations, cleaner data, and more time to focus on higher value work.

"It was an IKEA-style integration... a nice plug-and-play solution." — Guy MacLeod, City of Perth

Customer Background: City of Perth

Located at the intersection of infrastructure, tourism, and events, the City of Perth serves both residents and hundreds of thousands of visitors annually. Last year, the city handled 384,000 service interactions, with more than half now happening through digital channels.

From graffiti removal to tree pruning, Perth’s CX and field teams manage a diverse range of community requests across suburban enclaves and a vibrant CBD. The city also oversees 800+ CCTV cameras and partners closely with WA Police to support safety and visibility.

Strategic Priorities:

  • Deliver great experiences through preferred community channels
  • Replace outdated systems with streamlined, unified tools
  • Adopt agile methods to move faster and test smarter
  • Build clean data foundations for AI-powered CX

The Challenge: Inefficiency from Low-Quality Reports

Across the board, reports arriving in the system lacked the consistency and detail needed to be actioned directly. Whether submitted by the public or internal teams, many reports required manual triage before they could reach the right maintenance crew, delaying response times and consuming valuable resources.

  • Reports received via their primary channels lacked photos and location detail
  • Staff needed to manually identify the appropriate department or subcontractor for each report
  • In more complex cases, up to four linked work orders were needed to resolve a single issue
"We were creating a chain of work orders—trying to integrate multiple human interactions."

The lack of structured, actionable data increased the risk of issues slipping through the cracks. In one case, a graffiti report went unaddressed for nearly 30 days, escalating the repair from simple removal to full restoration.

"We had to ground back, prime and repaint the metal door—it wasn’t just graffiti removal anymore."

The Decision: Why Snap Send Solve?

Perth had subscribed to Snap Send Solve but hadn’t promoted it—until the data made it impossible to ignore:

  • Repeat users showed strong loyalty
  • Snap Send Solve reports generated 40x more feedback than other channels
  • CSAT scores were consistently high, with faster response times

This performance aligned perfectly with Perth’s CX strategy to elevate high-value, low-friction digital channels.

Implementation: Simple, Agile, Fast

The city’s CX and ICT teams scoped the integration internally and brought in Attura for testing and validation. Despite estimating four weeks, the project was completed in just five business days.

  • Parallel testing revealed only two minor internal issues
  • Snap Send Solve’s API integrated smoothly with Dynamics
  • No need for deep technical expertise—just practical collaboration
"We thought it’d take four weeks—it was done in five days."
"Your backend is easy. Compared to some legacy systems, it’s refreshing."

It was also Perth’s first formal agile delivery.

"There’s no scrum masters here—it just worked."

The Impact: From Escalations to Efficiency

The results were immediate:

  • Reports now auto-categorised and create work orders in CRM
  • No missed IDs—“zero failure” matching between customer and system records
  • Complex work order chains reduced to a single automated task
  • Enhanced efficiency by improving report quality, incorporating photos, and using precise geolocation to streamline triage
  • The previously dedicated staff member was reassigned to future-proof CRM and AI readiness

Escalations that used to occur 5–6 times per month have almost stopped entirely.

"We’ve had no service failures reported up the line."

Snap Send Solve’s hotspot heatmap feeds into Power BI dashboards for weekly operational reviews with internal and external stakeholders, enabling:

  • Faster response to issues during festivals and events
  • More strategic ranger deployment
  • Quarterly executive reports with geographic insights

Community Feedback

The community has noticed the difference. Snap Send Solve users consistently share feedback like:

"The issue was fixed within a day, super impressed!"
"Easy to report, and I got an update, thank you!"
"City of Perth is the only council I bother reporting to anymore."

The app’s simplicity and real-time updates have made it a go-to option for residents of all ages.

Looking Ahead

Snap Send Solve is now part of Perth’s broader transformation roadmap:

  • Merging 4–5 webform providers into a single user-friendly platform
  • Refining data governance and knowledge systems to enable AI
  • Trialling Snap Send Solve for events and precinct-level insights
"We’re cleaning the data so our AI implementation starts strong."

Western Australia
Cost/time efficiency
Customer satisfaction
First point resolution