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2. Aligning and improving our customer channels

We will review and align our customer-facing channels (the media through which we interact) to ensure that they support our strategic objectives and offer an enhanced customer experience, including consistency and clarity across all channels to provide customer choice and convenience.

Strategic initiative 2.1: Review of current channels

What is it?

Assessing Council’s current channels: how are they used, why, by whom? What is their value and how do we know?

How will we do it?

  • Conducting a review of Council’s current customer channels to determine which we are using and why, as well as where the gaps and pain points are, and what can be improved.

  • Conducting an assessment of resource allocation to each channel, and the value derived from it, both financially and otherwise.

  • Developing a series of recommendations that will feed into Initiative 2.2: A Council channel strategy.

Success

Success is a clear and detailed understanding of Council’s channels, including how many there are, what they are used for, who uses them, how effective they are and how much they cost to run.

Strategic initiative 2.2: A Council channel strategy

What is it?

A whole-of-Council Channel Strategy that will guide Council’s channel use, including high-level resource allocation and evaluation.

How will we do it?

  • Developing a Channel Strategy - with principles to guide Council’s channel use - that aligns with the Customer Experience Improvement Strategy, Communications Strategy and other key strategic guidance.

  • Ensuring our channel use is optimal, effective and appropriate, meets customer expectations and enhances the customer experience.

  • Defining complementary evaluation, quality assurance and governance mechanisms.

Success

Success is a single, whole-of-organisation Strategy setting the direction and purpose for Council’s channels and how they work together.

Strategic initiative 2.3: Aligning channel practices

What is it?

Consolidating and aligning our channel use to ensure that all channels speak with the same voice and deliver appropriate information.

How will we do it?

  • Centralising oversight of Council channels to promote a consistent identity, voice and content quality to customers in accordance with the value and characteristics of each channel.

  • Developing and implementing supporting policies and processes that support Council staff to deliver on the Channel Strategy.

  • Harnessing customer feedback and adapting to trends and expectations through evaluation.

Success

Success is a cohesive, centralised and quality-assured approach, robust evaluation, channel use reflects customer preferences, increased take-up, cost efficiencies.