Customer Experience Strategy 2021-24 - Lambeth Council
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Customer Experience Strategy 2021–24
3 Lambeth Council | Customer Experience Strategy 2021–24
Introduction
Contents In creating a customer experience The customer experience strategy has not been
written to gather dust on a virtual bookshelf, but
strategy our motivation is simple; rather has been designed to be responsive - we will
Introduction 3
we want to make sure our services continue to listen and work collaboratively with you,
our residents, to understand the changes we need
Our borough, our customers 4 deliver what you really want, when to make to improve our services and to measure
Our engagement with you 5
you want, and that you are able our success in delivery.
to access those services in a way We love Lambeth, as you do: its vibrancy and
Our strategic vision and objectives 6 culture, and in delivering this strategy we will make
that suits you best. significant improvements to how we serve you,
Delivering our vision 7 therefore ensuring our borough continues to thrive.
The challenge for all local authorities is to provide
excellent customer service to our residents in a
The customer experience journey 9
period of diminishing resources. To help us achieve Councillor Andy Wilson
this, we are introducing new customer standards Cabinet Member for Finance and Performance
How will we know we’ve got it right? 10
which will clearly set out our promise to you and
how we will go about improving our services.
We have redesigned our customer contact centre in
response to what users of the Town Hall said was
working, and what was not; we have also launched
our digital strategy that will enable even greater
access to our services using modern technology,
providing support for those who need it to ensure
that no one is disadvantaged.
his strategy outlines the transformation we want to achieve within
T
the council. We want all customers to receive an accessible, efficient
and excellent customer experience and we are committed to
delivering this.
”
Bayo Dosunmu Strategic Director Resident Services
4 Lambeth Council | Customer Experience Strategy 2021–24
Our borough, our customers
Our customers are anyone who needs or chooses to interact with us. This includes residents,
businesses, visitors, partners, community groups and even our own staff
328,000 2,437 145,000 Over 60 22,906 38,000 1.7 million
population parking permits households paying parks and council tenancies school children visits to libraries in
renewed online council tax open spaces within 93 school a typical year
(Jan 2021) settings
over 150 4,154 16,000 9,480 3,900 674 1.6 million
languages spoken planning registered leasehold receive long-term marriages and waste collections
applications businesses work properties adult social care civil partnerships each month
in 2020 from the borough over 2019/20
232,000 834,575 9,142 23,000 4,902 11,568 3 million
people registered calls in to the call business rate housing benefit deaths registered births registered visits to the council’s
to vote centres (end Feb payers claimants over 2019/20 over 2019/20 website every year
2020 – Mar 2021)
5 Lambeth Council | Customer Experience Strategy 2021–24
Our engagement with you
We wanted to know what improvements we should prioritise, and this is what you told us…
We need to
Partners often need to work become more
with, or alongside, other collaborative across
Our colleagues would
partners that they do not departments, take
Our partners want us You told us you like more training in
have a relationship with. ownership of queries
to improve the contact don’t always trust customer service,
Sometimes this causes and improve
channels to access our online services accessibility, diversity
breakdowns in the customer accessibility
council teams. and feel that the phone and inclusion.
journey and something we out-of-hours.
will get you a faster
should focus on improving.
response to an issue.
Our colleagues would
like to have up-to-date
You want us to
You use email as information of our
improve our contact
Our partners told us an alternative to the internal organisation
channels, online and Our colleagues are
Housing partners have they are happy with the phone when you are and networks.
phone, making it proud of our schools,
noticed significant improvements made to not happy with how
easier to get in touch parks and how we
improvements over the complaints process long it takes us to
and be kept care for the vulnerable
the last 6 months - making it easier for answer the phone, or if
up-to-date. - especially over the
and feel strategically them to respond to and you can’t find the right
last 12 months.
aligned to the council’s manage complaints. contact easily.
visions and goals.
6 Lambeth Council | Customer Experience Strategy 2021–24
Our strategic vision and objectives
Why we need a strategy
Our Vision
Lambeth has a vibrant and We make access to all
council services simple for
diverse population with a mix of all, ensure that we offer a
customers and communities that quality customer-focused
service end-to-end, and
need, or want, to engage with us. enable maximum
self-service for those
We want to provide you, our customers, with the that can.
best possible experience 24 hours a day, seven
days a week.
This strategy has been developed in partnership
with you. It outlines what we have agreed
to achieve.
Strategic
We know that in the past we have not always Objective 2 Strategic Strategic
Strategic Design our services in Objective 3
provided a consistent customer experience. Objective 1 To invest in technology
Objective 4
such a way that makes Create the environment,
We want to change that. To deliver an improved them easy to access, to enable us to deliver
facilities and advocacy
and consistent whilst delivering the right services in a way
customer experience. that meets to support those that
This strategy clearly sets out; outcomes in the most most need it.
efficient way your expectations.
what we want to achieve; possible.
how we will achieve it; and
how we will measure improvements
in your customer journey.
Shared Customer Empowered Strong Innovative Choice of
principles standards staff partnerships technology channels
Feedback from you | Feedback from staff | Feedback using data
7 Lambeth Council | Customer Experience Strategy 2021–24
Delivering our vision
Shared Customer Empowered
principles standards staff
We will apply principles that We will live up to our We will empower
we designed together customer standards our staff
Always put you at the heart of everything we do We make it easy for you to access services and Provide our staff with the right skills, tools and
ensuring we understand what you need from us to interact with us technologies
Provide a joined-up experience across our We resolve our queries at the first point of contact Create a culture of customer excellence
services so that you don’t have to tell us twice or and keep you updated if it takes longer
Support our staff to get it right, first time
chase us for updates
We say sorry if we get things wrong and put it
Design efficient processes across all our services
Make our services easy to use and accessible so right, quickly
everyone can access them no matter your skills
We listen to your feedback and take it into
or abilities
account when making improvements to
Continuously review our services and seek our service
feedback and evidence to improve how we
We will only collect relevant information from you,
do things
store it safely and use it appropriately
Support our staff to provide the best possible
We are an accessible and transparent council
experience to you, and to invest in their training
and understanding of good customer service
Invest in the right technology to meet
our ambitions
Provide a reliable and secure service
8 Lambeth Council | Customer Experience Strategy 2021–24
Delivering our vision (continued)
Strong Innovative Choice of
partnerships technology channels
We will strengthen We will introduce new and We will provide a choice
our partnerships innovative technology of channels
Together we will deliver the objectives within Provide online access 24 hours a day, Our website will be available 24 hours a day all
this strategy 7 days a week year round
Together we will innovate and improve Provide you with a choice of channels to Our face-to-face services will be available for
contact us those who need it
Together we will make sure we are delivering
joined-up services Keep you updated with messages and alerts Our trained staff will be available on phone lines
for when you need to talk to us
Have flexible contracts to allow us to adapt to
changing demand We will make social media channels available for
you to interact with us
We will make sure everybody has equal access
to services
9 Lambeth Council | Customer Experience Strategy 2021–24
The customer experience journey
We will manage delivery of our 2021 2022 2023 2024 2025+
vision and objectives against
the five levels of our customer
experience model.
We recognise that true change does not happen
overnight and have set ourselves a target to reach LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5
level 4 by 2024. Customer Customer Customer Customer Customer
At the launch of this strategy, we are moving from experience is experience is still experience is experience is a experience
level 1 to level 2. important to us. important to us. critical to us. core part of all is part of the
of our corporate council’s DNA.
We will raise We will further Leaders and
strategies.
awareness progress our staff alike will Our customer
of our vision customer understand and We will refresh experience
and consumer experience and support the our strategy strategy will be
standards through digital agenda change. There will based on at the centre
engagement across the council be a fundamental measures and and forefront
and promotion and create the connection feedback. of everything
with our staff links between between that we and our
and range of this strategy customer partners do.
customers. and others such experience and
as the council’s the council’s
borough plan, overall goals and
digital strategy, objectives.
technology
strategy, data
strategy and
medium-term
financial strategy.10 Lambeth Council | Customer Experience Strategy 2021–24
How will we know we’ve got it right?
We will refresh this strategy
regularly, to ensure that our
objectives remain current, relevant
FEEDBACK FEEDBACK FEEDBACK
and valid and to check we are FROM YOU FROM STAFF USING DATA
measuring the right things. Customer surveys Annual staff survey Web analytics
Public consultations Regular mini surveys Volumes of compliments
We will do this by listening to you and learning to Community groups One-to-ones and and complaints
keep improving our services. Engagement with appraisals Analysis of themes
To measure our success, we will use a mix of focus groups Focus groups and trends
methods - gathering feedback from you and from Customer satisfaction Staff forums Contact volumes
our staff, and analysing the information we collect. results Ideas and innovation by channel
Feedback from forum Service measures
Things we measure include: compliments and (KPIs and SLAs)
How easy it is to use our website? complaints
How easy is it for you to contact us?
How helpful and polite our staff are to you?
How useful are the online services we provide?
How quickly we resolve your issues first time?
How quickly we respond when you ask for help? Lambeth.gov.uk @LambethCouncil @lambeth_council
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