local council customer-centricity
Case Studies
The Brief
To develop a coherent and aligned understanding of customers and their experiences when interacting with Council to inform how to move from being customer service led and transactional, to managing the end-to-end customer journey.
To develop a coherent and aligned understanding of customers and their experiences when interacting with Council to inform how to move from being customer service led and transactional, to managing the end-to-end customer journey.
The approach
An online discussion forum which asked participants to complete a series of activities over a 5-day period. These activities helped build out the customer journey, identify pain points, capture perceptions of the Council, and suggest an ideal future experience.
An online discussion forum which asked participants to complete a series of activities over a 5-day period. These activities helped build out the customer journey, identify pain points, capture perceptions of the Council, and suggest an ideal future experience.
The challenge
Customers who contact council tend to be older, and we faced challenges recruiting under 35-year-olds. To overcome this, we recruited on social media, and Council’s youth advisory forum.
We ensured the discussion focused on the journey, rather than customer complaints about Council services. We also provided a higher level of support for older participants to help them navigate the online environment.
Customers who contact council tend to be older, and we faced challenges recruiting under 35-year-olds. To overcome this, we recruited on social media, and Council’s youth advisory forum.
We ensured the discussion focused on the journey, rather than customer complaints about Council services. We also provided a higher level of support for older participants to help them navigate the online environment.
The insight
The journey maps identified common pain points that customers have when interacting with Council. These included a lack of dialogue, unresolved queries and unresponsive action.
Departmental silos and disconnected journeys were causing frustration for customers, resulting in unmet needs and expectations.
The journey maps identified common pain points that customers have when interacting with Council. These included a lack of dialogue, unresolved queries and unresponsive action.
Departmental silos and disconnected journeys were causing frustration for customers, resulting in unmet needs and expectations.
The outcome
Council used the high-quality journey maps and personas to engage senior internal stakeholders and garner support for a more customer-centric culture shift.
The insights have informed the Council’s customer experience roadmap and strategy.
Council used the high-quality journey maps and personas to engage senior internal stakeholders and garner support for a more customer-centric culture shift.
The insights have informed the Council’s customer experience roadmap and strategy.
