This page provides an overview of the Customer Experience strategy for January 2021 to December 2024.
It sets out the vision that we will:
- provide an excellent experience for all customers – residents, partners, businesses and suppliers – whenever and however they deal with us
- make sure that customers can access services where and when suits their needs
- design and deliver good services, that meet our customers’ needs in a timely, efficient and cost-effective way
Our aims
The strategy is focused around 5 key aims.
Organising ourselves around customer needs
We will organise our customer experience model around customer needs.
This will include:
- transforming our customer service model to reduce demand and be increasingly digital
- restructuring diverged teams into a single point of contact
- simplifying our telephone and email contact
- expanding the current range of services offered by Customer Services
- increasing first point of contact resolution
Designing an excellent customer experience
We will design an excellent customer experience into everything we do, by:
- building in accessibility by design
- being time and place agnostic – our services will be accessible at any time, any place and on any device
- making things efficient and simple by removing unnecessary process steps
- making things clear and easy to use by applying our service design principles
- harnessing technology to enable self-service wherever possible
Growing a 'customer first' culture
We will continue to grow a 'customer first' culture across the organisation, by:
- extending staff training
- introducing quality standards and professional accreditation
- tracking customer enquiries through a single CRM system and owning those enquiries in Customer Services until they are resolved
- reporting on performance and customer satisfaction
- improving complaints handling, and learning from customer feedback
Digital by design
We will make sure all our services are 'digital by design' by:
- using the Government Digital Service design principles in everything we do
- offering facilitated digital access to those who don’t have the skills or access to the internet at home
- increasing digital inclusion and building the digital skills of our customers
Using data and intelligence to improve customer experience
We will use data and intelligence to improve customer experience, by:
- ensuring the quality of our data
- analysing customer activity, to understand what services they use and value, and what services they search for
- using analysis to identify where services cause problems for customers, and to simplify and make sure our services are accessible
- using demographic and service data analysis to create intelligence about our customers, so that we can target services at the right people and the right locations