Auckland Council services over one million people in the greater Auckland region through three primary customer channels – digital, person-to-person, and face-to-face interactions.
Challenge
As part of its effort to deliver on its 30 year vision of creating the world’s most liveable city, the Council wished to examine how it can optimise these customer channels to ensure that they deliver an improved customer experience, in a manner that creates the most value for Aucklanders and supports the Council’s brand and reputation.
Solution
On-line and digital self-service channels presented a significant opportunity to solve the Council’s problem. Customers are increasingly comfortable and confident with these channels and appreciate the convenience they offer. An analysis of Auckland Council’s interactions suggested that the majority of their effort in call centres and service centres was spent on serving simple, regular transactions and payment and providing basic information to customers.
Davanti worked with Auckland Council to develop, define and articulate a Council-wide vision for how the Council wished to interact with its customers; we developed a number of personas to help the Council design the intended customer experience; and we delivered a set of guiding principles, philosophies and value propositions to define future use for each of the Council’s channels.
Result
Davanti’s integrated channel strategy has provided Council with a clear way forward and a set of initiatives for achieving its vision on how it wishes to interact with customers. It clearly defines a governance model for channel investments, breaking the existing pattern of siloed investments. The analysis has enabled fact-based decision-making resulting in a robust, evidence-based strategy that Council can confidently socialise to its internal and external stakeholders. The Council has been able to effectively use this strategy to prioritise and execute on a number of new initiatives.
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Auckland Council services over one million people in the greater Auckland region through three primary customer channels – digital, person-to-person, and face-to-face interactions.
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