BLOG: Local governments must embrace the epi ethos if they are to progress

I was interested to read the results of the recent ‘Better Connected’ survey conducted by Soctim Insight, which assessed the quality of local authority websites.

The recession has put pressure on public sector budgets and this is likely to only become more extreme with additional cost cuts looming. In these challenging times, when councils are trying more than ever to provide a high standard of service to their citizens, they need to come up with more innovative means of communication. It is a shame therefore that this report suggests that the quality of their websites has suffered. If they are to ride the storm, they must adapt to technological shifts in the marketplace and implement self service functions and proactive communication that eradicates some of the more expensive service channels.

To do this they need to:

Consider the most effective channels of self-service

Understand their demographic profile sufficiently to know which channels are most effective and what are the major needs

Understand the cause of communication so they can proactively reduce the amount of communication needed

Understand the nature of calls and the processes needed to resolve them most effectively

By adopting this approach they can improve the quality of the service while also reducing the cost to serve. The Listening Company helps use its knowledge of these methodologies to achieve this combined objective.

There is sometimes a perception that cost reduction can only be achieved through poorer service, but when it comes to customer service, this is just not the case. Indeed, citizens often tend to favour more cost effective channels such as web, mobile portal, sms and email. It is often the combination of all these channels that produces the most effective service at lower cost. For example, most calls can be concluded with an sms or when people find it more difficult to access self serve facilities one can provide a web chat support team.

Mobile phones are ubiquitous and would be particularly effective at serving more deprived communities who still might not have access to broadband. The combination of mobile portals and SMS can be used to proactively provide assistance in many areas　such as appointments while also allowing councils to vary their communicative streams and tailor their messages to the disparate strands of their target audience.

The Soctim report estimates that every face-to-face encounter costs £8.23 while a phone call costs £3.21 and a web visit just 39p. The key is to make the web visit effective so that it does not just increase the number of calls and visits. Commercial brands have long since recognised the financial benefits of integrating communication channels. The evolution of the epiCentre (email, phone, and internet) platform has enabled clients at The Listening Company to communicate with their customers using a range of cost effective avenues with savvy internet mediums such as webchat becoming increasingly prominent.

Local government have a great opportunity to follow suit and enhance their relationship with their citizens while also keeping the chancellor happy!

by Neville Upton, Mar 26 2010, 09:11 AM