Local Authority Customer Transformation
Across the UK, Local Authorities are transforming the way they serve the public - changing from the old fashioned “here are the services we provide” to become more customer focused. The aim of this White Paper is to outline how Local Authority councils are currently undergoing a customer transformation, and to identify 7 core principles which are present in and typify those making best progress.
Many public sector authorities are creating new Customer Service Centres (CSC) which are changing the way in which citizens engage with local councils. Instead of dealing separately with functions such as housing, environmental health and revenue & benefits, a CSC enables customers to contact the organisation and make multiple service requests whilst interacting with just one member of staff. ‘Best in Class’ Local Authorities now achieve 80% resolution of enquiries at this first point of contact.
The CSC can also support multiple channels – telephone, post, face-to-face reception and electronic. This allows customers to interact in a manner that is appropriate to their needs, whilst also allowing the organisation to promote the use of lower cost transaction methods. These changes are being driven by Government initiatives, which started in 2002 with Introducing Electronic Government (IEG) that required all councils to provide 100% electronic access to local services by 2005. This has spawned invesment in online facilities and new technologies.
But as the early adopters have found out, implementing a CSC is much more than just technology. Whilst many types of council have already invested in Customer Relationship Management software packages and development of electronic access to services, the overall scope of a CSC includes location, processes, staffing, training and culture to support telephone calls and emails being taken and resolved centrally.
From our work with a range of central and local government organisations, we have developed 7 core principles of becoming customer focussed. Those organisations that are being successful at transforming the way in which they support their customers exhibit each of these factors. This Customer Transformation white paper looks at the ‘big picture’ reasons for developing a Customer Focussed Strategy using these seven principles. Council Managers can then see how well your own organisation measures up against these criteria.
