Customers calling the council are now presented with more choice about how their inquiry is dealt with, including a number of recorded options that will direct them to the help they need.
Data from the first month of operation shows that the new system is working well for customers because they are now able to find the answer they need quickly and simply. More than 50% of people calling about Council Tax and benefits matters were able to serve themselves without needing to speak with an advisor.
By pointing customers to the right service, many straightforward enquiries are being dealt with faster, often by the customers themselves, meaning that customer service advisors can spend more of their time helping those in most need of detailed one-to-one advice.
The innovative system also adds extra choice for busy people wanting to complete simpler transactions by phone out of hours, as it operates 24/7 not just during council opening hours.
Calls about Council Tax and Housing Benefit account for 32% of calls to customer services but often they are about straightforward matters such as telling the council about a change of address or making a payment.
An extra feature of the new system is an option to request a text message containing a web link to the relevant page of the council’s website.
FIRST MONTH PERFORMANCE:
Analysis by the council’s customer services team shows that in the first month of the new system’s operation, many callers found their enquiry could be answered without having to speak with an advisor.
During January, the council received 2,588 calls about Council Tax matters, of which 1,167 were transferred to advisors meaning 1,421 (55%) callers were able to serve themselves.
Similarly, 1,029 customers rang in about benefits matters, 471 calls needed to be put through to advisors, enabling 558 (54%) to serve themselves, and do so quicker than other options.
Some 416 callers requested a web link to be texted to them from the call answering service which allowed them to report a change in address or circumstances directly from their smartphones.
All customers calling during opening hours can request a call back rather than hanging on the phone in a queue. The system also provides recorded information and pointers to other organisations offering help on particular topics.
The new system means that customers are able to carry out some tasks 24 hours a day, seven days a week - for example, making applications for discounts. During January 238 customers called out of hours and were able to get information about Council Tax and Benefits, something that was not possible before introducing the service.
Cllr Lewis Herbert, Leader of Cambridge City Council, said: “We are committed in all our services to giving residents choice, and if people prefer to speak with one of our advisors they can, and that won’t change.
“The new system adds extra options for people able to complete simpler transactions over their phones using their keypads, saving the time for prioritising those people who really need to speak with one of our advisors and get the help they require. Often these are the most disadvantaged people including those with complex issues and needs.
“By making these changes we can help everyone faster, and simple queries that don’t need a conversation can be done in other ways.
“Overall, the new call response system is about extra choice for our residents, with clear advice and routes to other options which may sort out their issue faster.”
Customer feedback on the new system to date will be used to refine system details over the coming weeks.
Many of the council’s services are already online at www.cambridge.gov.uk. Customers can pay Council Tax, report a missed bin collection, report abandoned vehicles, report anti-social behaviour, apply for an allotment, request a new bin and much more.
The council’s Customer Service Centre deals with 150,000 calls, 40,000 emails and 40,000 visits each year. Last year, 1,200 payments were made using an automated telephone contact system, 61,000 payments were made online and 3,500 were made using automated kiosks.
Payments include invoices, Council Tax, service charges, rent and additional bins. Over 2,000 customers applied for benefits online and more than 3,500 customers reported a change for Council Tax online.
For the Homelink service, which matches applicants with available council and social housing vacancies, 91 per cent of bids out of a total of nearly 140,000 were made online from July 2014-July 2015.
The council’s website www.cambridge.gov.uk currently has an average of around 4,000 visitors each day. It contains around 30 online forms for a range of services.
*******
Contacts
Cllr Lewis Herbert (Labour Group), Leader of Cambridge City Council, email: lewis.herbert@cambridge.gov.uk, tel: 07748 536153
Cllr Tim Bick (Liberal Democrat Group), Opposition spokesperson, email: tim.bick@btinternet.com, tel: 07720 413173
Cllr John Hipkin, (Minorities Group), Opposition spokesperson, email: castleindependent@gmail.com, tel: 01223 564126
Ray Ward, Director of Business Transformation, email: ray.ward@cambridge.gov.uk, tel: 01223 457325
Jonathan James, Head of Customer Services, email: jonathan.james@cambridge.gov.uk, tel: 01223 458601
_____________________________________________