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Resident cards: a case study of knowledge distribution

1 November 2019
Yael Peichich
id tag card

I am a mother of young children working full-time and a social activist in my local community. As such, I often feel like I'm missing out on something. I constantly want to be updated. Where are the best classes? which store offers the best sales? On an occasional night off, I search for a nice show or other form of entertainment for some quality time with my spouse.

I often find myself driving to nearby cities to fulfill these needs. This is quite frustrating as I waste so much time driving elsewhere while everything was available nearby.

I recently sat down with some other mothers at the playground. After some chitchat, I suggested we take our kids to a play in a city nearby. This seemed like a good idea, I reasoned, since I read on some social network that we could get a discount on tickets. To my surprise, she tole me  (quite arrogantly, I must say) she already bought cheaper tickets to a show playing nearby. It's only five minutes away! She then took it out of her purse: her resident card.

In recent years, resident cards are being distributed in an increasing number of cities. Well, what are resident cards? Who are they intended for? Is it worthwhile, and why?

After an in-depth study of this card, here are some of my findings.

The card is meant for all city residents (usually ages 13 and up). Its purpose is to enhance the connection between the municipality and city residents. It is also meant to enhance residents' pride and sense of belonging. The card offers various benefits, personal information and real-time updates on anything happening at residents' vicinity according to fields of interest selected by the residents themselves. These fields include art and music shows, children activities, community events, emergencies and hazards, etc. All updates are received either vie email or text message. This method allows users to be instantly and constantly updated.

Everybody benefits from resident cards. It is a win-win situation for all parties involved. Local businesses of various sizes are a fine example of a benefited party. These businesses can now advertise to residents who will naturally prefer using their services. Thus, local businesses bloom based on local clientele. Residents are constantly updated and therefore don't need to snoop around for benefits, events and activities. They actually enjoy many benefits as well as discounts offered to residents only. Assessments argue that residents will save hundreds and even thousands of Shekels a month on entertainment and consumption throughout the city.

In many municipalities, Knowledge Management is focused on distributing knowledge to residents rather than intra-municipal management. Resident cards are just one way to improve knowledge distribution by providing users/residents with more, albeit focused, knowledge.

This case study can be a lesson to all organizations. Every organization should consider optimally distributing its knowledge to its customers using advanced digital channels in all kinds of formats.

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