4. Streamlining our customer touchpoints

We will implement practices and platforms that provide customer confidence, a high-quality whole of-customer experience, including a single view of customer, modernised and more streamlined touch-points for interaction. We will close the loop on all customer interactions.

Strategic initiative 4.1: Improved customer touchpoints

What is it?

Improving customer touchpoints to provide a more seamless experience, and the perception for customers that they have come through the right door to the right person who can help them.

How will we do it?

  • Ensuring we understand our customers, their characteristics, goals and experiences through and around Council services and spaces.

  • Review and improve our physical spaces, including exploring options for better signage, flow and concierge experiences.

  • Reduce and consolidate or centralise Council phone numbers, email addresses, web URLs and other touchpoints.

Success

Success is customer feedback and satisfaction, increased efficiency of interactions (higher speed, lower cost, greater volume, etc.), take-up.

Strategic initiative 4.2: Services where customers are

What is it?

Delivering Council services where customers are (including mobile and pop-up services), maximising channels and leveraging partnerships with the community and other organisations to increase availability, convenience, reach and trust.

How will we do it?

  • Dedicate resources to research, design and pilot new and creative ways to deliver Council services where customers are, using user-centred approaches and validation.

  • Dedicate resources to building and leveraging partnerships that support Council to deliver more and better services.

  • Align with Strategic Objective 1: improving online services and information

Success

Success is new options for information and service delivery, take-up, customer feedback.

Strategic initiative 4.3: A whole-of-customer view

What is it?

Systems, processes and tools that make customers feel as though they are known to Council that reduce the need for repetition and provide a more personalised experience.

How will we do it?

  • Introducing a CRM-backed case-management approach to our customer interactions.

  • Develop processes and practices that provide a whole-of-customer experience, including interaction recording and proactive follow-up / outreach. These should shield the user from internal fragmentation and mechanisms.

  • Better anticipating customer needs and expectations through feedback and analytics.

Success

Success is a single, quality-assured, comprehensive record of each customer, accessible to staff and kept up-to-date.