Long-term demographics and government plans to slash the deficit demand a drastic realignment of local public services. Doing the same things, only more cheaply, is no longer an option. It is time for a complete redesign of services — enabled by technology, but driven by a better understanding of what customers want.

A customer service strategy (including a customer access strategy) is crucial for ensuring that services are delivered efficiently and effectively to customers. Many councils make the mistake of thinking that they understand their customers' needs, but they rarely do unless they have specifically researched how their customers feel about the council and its services.

"Single, corporate-wide Customer Relationship Management System, possibly shared with partners, in full use for all customer transactions via all channels"

"Strategies for delivering customer-facing services (usually covering access strategies around customer location, disability, channel preference etc)"

Research shows very clearly that social and digital exclusion go hand in hand, but digital technologies are often not recognised as an effective means to alleviate or overcome some of the barriers faced by the socially excluded. 

The 22 April Budget statement and supporting Operational Efficiency Programme report surely make it clear that all public sector organisations must commit to self-service wherever it is feasible. However, that must be backed up by a commitment to ensure that websites are up to the task and do not create avoidable contact elsewhere. 

The project issues

The project issues
Halton Direct Link is the customer service interface for Halton Borough Council, and comprises two One Stop Shops, a telephone contact centre and web-based services. Halton Borough Council has made a significant investment in this project, including the development, in partnership with commercial suppliers, of sophisticated CRM software which enables direct access into back office systems.