Digital Strategy 2019-2021 - Sedgemoor District Council
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Digital Strategy
2019-2021
Foreword
There is a growing expectation from those that use public services in Sedgemoor that they can access
such services any time of the day or night using the digital device they are holding at the time, whether
that’s a phone, tablet or laptop. This digital strategy is about Sedgemoor delivering on that desire and
creating opportunities for all citizens to access our services more conveniently and efficiently.
Sedgemoor has an excellent track record of developing technology to better serve our customers and
delivering value for money. There are now opportunities for councils to be the first to redesign public
services around the customer experience, enabled by personal mobile digital technology. This strategy
will help deliver the building blocks for this ambition, allowing Sedgemoor citizens to grasp these digital
opportunities.
We now have a clear direction and plan to improve services to local taxpayers by making as many
transactions as possible available as self-service. This strategy also commits Sedgemoor to leaving no
customer behind so that however they wish to access services: digitally, over the phone or in person, they
will receive the same excellent service.
Councillor Lance Duddridge
Portfolio Holder for Customer Access and Digital Delivery
In 2017, 90% of households and individuals in 73% of adults access the internet ‘on the go’ using
Great Britain had internet access* a mobile phone or smartphone*
DO IT ONLINE
60% of us have looked online for information on 59% have completed government processes
public services** online**
*ONS: Internet access – households and individuals, Great Britain: 2017
**OFCOM, Adults Media Use and Attitudes Report, 2017
www.sedgemoor.gov.uk/digitalstrategy 2
About the strategy
Sedgemoor District Council has adopted its Corporate Strategy, with the strapline ‘Creating Opportunity’,
and this sets out the vision and priorities for the Council under three themes:
• Customers and efficiency
• Growth and Infrastructure
• Housing, Health and Wellbeing
The Digital Strategy will underpin these areas of focus and will help to ensure that the Council’s overall
priorities are delivered and our values are upheld.
The Digital Strategy is divided into four sections:
• Our Digital vision
• Our Digital Ambition
• Digital Themes
• Digital Action Plans
Honesty
Integrity
Aspiration
Digital vision
Teamwork Digital ambition
Themes
Action plans
Our digital vision
Our Digital Strategy describes how we will use modern tools and technologies to enable digital opportunity and
fundamentally change how the council operates in serving both its internal and external customers. We call this our
‘Platform Approach’.
In every aspect of society, digital transformation is taking place. Over the last 20 years, we have seen the development
of the internet; initially used on computers but now used increasingly on mobile and many other connected devices.
In recent years, social media has come to the fore and we will utilise this new channel as part of our transformation
strategy. We will put the customer first by ensuring all channels of communication are quick and effective.
In comparison to some other local authorities embarking on transformation, Sedgemoor has good levels of
performance and efficiency and we are therefore in a strong starting position. As a provider of in-house systems we
understand how to deliver customer focused services. We are committed to improving our self-service offer, building
efficient end-to-end digital processes built around our customer’s needs. The key to transformed processes, is the
data and how it is managed and organised. We will use our approach to build a new suite of systems that will deliver
opportunities to customers through a common platform, with a key set of capabilities.
What is digital?
Digital can be best defined as using information technology (such
as computers, tablets, smartphones) to connect people with
information. Using digital technology allows organisations to
transform the way services are provided to all our customers.
www.sedgemoor.gov.uk/digitalstrategy 4
The digital opportunity
The technologies that we use in our personal and
The financial opportunity
business life are rapidly evolving. We will need to
keep pace with expectations from our customers
and staff, by continually reviewing the digital
The Government itself has estimated that
capabilities, supported by our platform approach.
local councils across the country could
save up to £5bn by adopting better use of
The council needs to reduce the cost of services
digital technologies.*
while improving service quality, remaining
relevant to the many customers who use digital
There are many examples of how councils
services every day, while also ensuring that it
have innovated and used technology to
meets the demands of all the customers it serves.
improve service and reduce cost, from
waste collection to income collection –
Three key areas will provide opportunities to
digital can make a real difference.
achieve this:
Website Digital infrastructure Social media
Our Website will be transactional Digital technologies allow the Social media has changed the way
with an emphasis on easy access, redesign of services around the in which we can communicate
self-service, up-to-date and relevant customer. The ability to deliver and engage; it has opened up
information - fully mobile enabled. many transactional services access and provides us with a
We have around 28,000 visitors electronically - whether paying, wealth of opportunities to develop
(235,000 page views) to our website applying or reporting - can be done relationships and connections in the
every month. Our aim is to continue at a lower cost and offers choice community. Our aim is to develop
to improve our website to ensure to our customers. We will invest and expand our use of social media
that the content is up to date, in digital technologies to support to listen, learn and deliver better
relevant and succinct. better customer service. services and to allow our customers
to communicate and transact with
us through this medium if they so
choose.
Listening to our customers Most people who live, work or visit Sedgemoor use a service provided by the Council. We need to engage with our customers, so they can help shape the delivery of services and digital solutions offered to reflect their requirements. The Council is committed to creating a Customer Panel so we are able to engage and consult with our customers. We will consult on the provision of a new digital reception, for those that need or want to access our services face to face. We will also maximise self-service opportunities for those that want to transact with the Council at any time of the day. Customer insight Services collect data on customer demand and requirements. We will analyse this data to gain a better insight into customer needs. We can see what information people access through our website, what people are looking for (when using a search engine) or if they are a new user or someone who regularly contacts the Council. Using customer information and intelligence will allow us to commission better services and support continuous improvement in service delivery. This information will be used in the delivery of this strategy and will help the development of future new services. Customer journey: user story Overleaf shows an example user story, demonstrating how a customer currently transacts with the Council and how the customer experience will be improved as a result of the digital changes we are making. www.sedgemoor.gov.uk/digitalstrategy 6
Digital Customer Service
Providing user friendly 24-7 digital access to services will enable customers to be empowered to make
choices about the services they want and transact when it is most convenient for them.
For example: Customer A has had a new mattress delivered at the weekend and would like the old one
collected
Customer goes
to SDC website
at the weekend
Current process SWP collects
waste on agreed
Website provides
date details of service
Customer needs
to request and
pay by phone in
office hours
Advisor sends
details to SWP
On Monday
customer calls
during lunch
break
Completes Advisor:
form
Customer Advisor asks for
decides customer’s name
alternative date and address
Takes
payment
Gives
Offers receipt customer Advisor provides
via e-mail case Advisor informs details of
number collection
that collection
not possible this
week
Digital process: Customer goes
to SDC website
at the weekend
SWP collects Logs onto her
waste on agreed ‘My account’
date facility
Collection details Clicks on the link
automatically to the bulky item
sent to SWP collection service
T&C’s
Customer
receives All information is
acknowledgement provided
& case number
Cost
Customer fills out
Clicks to submit simple form - name Available
form & contact details dates
already populated
Customer makes
payment and
chooses to be
sent a receipt
Delivering excellent customer service
The council will join-up customer contact using digital
A ‘digital platform’ approach
technology to improve customer service and reduce cost. The
council will:
• Invest in Sedgemoor Digital to enable them to resolve To underpin our transformation, the
day-to-day customer transactions at the first point of Council has defined a set of capabilities,
contact, where possible. which will be used collectively to form a
• Move to a ‘digital platform’ approach with fully integrated digital platform. Our digital platform will:
front and back offices. • provide a single source of information.
• Endeavour to integrate with other partners. • be available for everyone in the Council
• Promote self-service, with easier customer contact to to use.
help our customers and businesses access improved online • be GDPR compliant.
services.
• Ensure that no customer will be left behind by continuing Through its phased deployment, the
to deliver services via post, telephone and face to face. Platform will enable us to deliver
outcomes such as:
• support easy access to our services
• provide self-service access to online
Self-service services, via popular devices
• automate processes, reducing the need
By using digital technology, the customer can self-serve (e.g.
for human intervention where possible
make an application, payment or request a service) directly
from their computer, smartphone or tablet. The request can • share common sets of key information,
be processed automatically with confirmation provided back such as people, property, assets
to the customer. This is an improved service for the Customer, amongst our services
and a more cost-effective way to provide services. • provide tools for managers to design
and build innovative services
• re-invent many of our back-office
systems, reducing the need for
integration
• identify common activities and tasks
that can be defined within the platform
and re-used
• share services, data and capacity with
public sector partners and more widely
• prioritise service delivery
www.sedgemoor.gov.uk/digitalstrategy 8
Our digital ambition
Our Digital Strategy puts residents, customers and businesses at the heart of everything we do. We have
developed eight clear ambitions to support our digital vision.
1. A new platform opportunity 2. The Council working differently
Using modern platforms, we will reduce costs and We will use digital technology to make the
improve service quality for everyone. Council more efficient and ensure it is sustainable
in the future.
3. Everyone included 4. Working together joined up
We will work hard to make sure no one is ‘digitally We are committed to and will work with other
excluded’. We will design our services to be organisations and technology partners to join up
accessible using modern technology regardless of services and make them easier to use.
age, disability or ethnicity5. Improve health, wellbeing and
generate economic growth 6. Engaging young people
Investing in modern technology can help create We know that most young people want access
jobs and stimulate economic growth. We will to services and information electronically. We
ensure that we support opportunities which are committed to ensuring the Council remains
increase technology investment in Sedgemoor. relevant to all.
7. Better informed, better connected 8. Digital democracy
We believe that our customers can make better We want to use technology to enhance and
choices if they have the right information. We support democracy and community engagement
will ensure we provide timely and accurate through easier communication/social media and
information. potentially electronic voting.
10How people find us online today
Currently the vast majority of our customers find us online by searching for us using a search engine
such as Google. Although social networking has increased significantly in recent years, only 2% of our
customers report that they are able to find information about us in this way.
Searching the internet 63.3%
Going directly to the website 26%
Links from other websites 8.2%
Social media 2.3%
E-mail 0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
The Office for National Statistics reports that social networking use rose from 45% in 2011 to 66% in
2017, and that social networking use is increasingly prevalent across all age ranges.
Sedgemoor District Council will ensure accessibility through the growing area of social media and ensure all digital
services our easy to use and mobile device friendly.
17%
47.5%
35.5%
With 46.5% of our users using mobile devices, The Office for National Statistics reports that in
customers are accessing our website from 2017, 73% of adults in the UK access the internet
everywhere they go, not just from home or office ‘on the go’ using a smart device and that only
based computers. 10% of households do not have internet access at
home.Visitors
2017 227,588
Sedgemoor is seeing an increase
in visitors through our website. We
plan to make best use of customer 2016 223,268
engagement through increased
automated transactions that can be 2015 209,518
completed quickly, whilst keeping them
informed. 2014 192,172
2013 180,981
0 50,000 100,000 150,000 200,000 250,000
Internet activities by age group, 2017, GB
Reading online news, newspapers
or magazines
Social networking e.g. Facebook
or Twitter
Internet banking
Telephoning or making video calls
over the internet via a webcam
Uploading content created by you
to a website to be shared
0% 20% 40% 60% 80% 100%
16-24 25-34 35-44 45-54 55-64 65+
Source: Office for National Statistics
All age groups are using modern digital technology in their day-to-day lives, from reading newspapers and chatting
to friends, to communicating with organisations such as utility suppliers, banks and the local council.
www.sedgemoor.gov.uk/digitalstrategy 12Time of day
8%
7%
6%
5%
4%
3%
2%
1%
66% of our customers visit
0% during core hours. 34% of our
customers visit outside of core
12am
1am
2am
3am
4am
5am
6am
7am
8am
9am
10am
11am
12pm
1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
hours.
Activity by day of the week
1. Wednesday 18.32%
2. Tuesday 18.04%
3. Thursday 17.06%
4. Monday 16.87%
5. Friday 14.73%
6. Sunday 7.61%
7. Saturday 7.37%
Sedgemoor District Council sees opportunity to provide self-serve functionality to the increasing number of customer
wishing to conduct business with them out of hours. This will bring benefit to the customer as well as the Council.Digital themes
Our digital vision and ambition identifies ‘what’ the Council intends to deliver. To turn the strategy into reality, a set of
three Digital Themes and associated Action Plans have been developed. These are ‘how’ the strategy will be delivered
and how we will improve the delivery of services, using digital technologies, as well as enabling communities to use
modern technology.
ital e Digital D
i g
D tur Cap igita
c Processes & T abili l
Stru ulture & Standards ech t
nol ies
&C ogy
We will support our staff and partners to embrace digital ways of working, by providing training
Digital
Structure and tools to bring about a digital culture. We will work with partners to address digital exclusion
& Culture to improve the take up of digital services.
We will review how each type of customer request is processed; making best use of the digital
Digital platform to enable customers to serve themselves, automate where we can, cut out waste,
Processes
& Standards
and reuse standard features. We will listen to customer feedback to continually improve digital
services.
Sedgemoor as a Platform will mean that the capabilities we create are available to all staff in the
Digital
Capabilities Council. The platform will be configurable and adaptable to the needs of customers and services
& Technology
and will allow more efficient delivery. It will hold data in a secure (GDPR compliant) way whilst
allowing data to be easily shared where service requirement or legal pathway permits.
www.sedgemoor.gov.uk/digitalstrategy 14Sedgemoor’s Customer Access Programme & Transforming the Council What is the Customer Access Programme? Sedgemoor District Council has adopted a ‘Digital First’ approach to Customer Access transformation and through our Customer Access Programme. We have committed to making transactions available on-line, ensuring no customer is left behind. Customer Access will develop our new Council wide digital platform, which will not only be a customer relationship management (CRM) system, but will also be utilised by all areas of the Council in their service delivery. The Platform will allow documents, data and processes to be managed centrally. Why are we transforming? • To constantly improve the experience for all our customers as technology advances. • To design and build services on a shared platform. • To hold a single repository for key customer, process and workflow information. • To drive greater efficiency within the Council through the use of smarter tools. • To direct work to self-service solutions and Sedgemoor Digital. • To improve decision making on the use of Council resources. • To collaborate seamlessly with partners and other agencies who serve in our communities. Principles for Transformation The Council’s overriding principle is to create digital opportunities through ‘Digital by Choice,’ where customers can access our services online, through any device, at any time of day. At the same time, we pledge to leave no customer behind. So what will be different? 1 Sedgemoor the Council and Place will have a digital culture. This means we will have: - A trained, skilled and digital workforce; - An understanding of and make better use of data; - Customer insight; - A digital District; 2 A bigger role for Customer Services. All first time customer access to services (face to face, telephone, e-mail/web/letter) is handled by our call centre Sedgemoor Digital (SD): - Contacts are logged and linked to a case - Paper and Post is scanned, and distributed electronically based on the associated case; - Customer calls to named staff are handled by appointment using a booking facility; 3 Casework Preparation is handled by SD where possible: - Validation that a customer has submitted all necessary information; - Cases that don’t need a judgement from a ‘service’ are fulfilled;
4 Customer can serve themselves where possible:
- Through logging in to a ‘My Account’ facility which shows all their dealings with the council;
- Services that require reporting, ordering, payments, bookings, are completed online;
5 Performance information is automatically and consistently collected:
- Service Dashboards give an at a glance view of caseloads, stages, and outcomes;
- Individual Cases requiring prioritisation are highlighted;
6 Customers provide Information once:
- Data is re-used from other services and trusted organisations, rather than ask the customer for it again;
- Customers are given the option to consent to having data re-used across many services;
7 Everyone will use the platform to support their work:
- The right Information is available for each task, while protecting customer privacy;
- Some decisions, updates, and outputs can be automated;
- Tools to collaborate with colleagues
The new system will be GDPR compliant i.e. staff will have access to all, but no more information, than they need to do
their job.
A Digital Council: workforce and workspace
In order to deliver our Digital Strategy face to face with customers, we will need to remodel and rethink our reception
area so customers can interact with new digital technologies.
We will provide alternatives for those who are unable to contact us digitally or by phone, to ensure no one is left
behind.
Our reception area includes our main offices and community hubs which
we use for face to face contact with our customers.
We will look to:
• Create a reception environment that enables and promotes self-serve
to customers.
• Provide face-to-face assisted access to online services to help
customers help themselves.
• Explore new and innovative ways of providing a front facing service.
• Explore the use of community hubs and other locations for assisted
access.
• Develop a digital workplace to support our digital workforce.
www.sedgemoor.gov.uk/digitalstrategy 16Cyber security
Cyber Security is a critical function supporting
the current and future offering of the council’s
digital services. The cyber threat to the
Council is growing and continues to grow at
a very rapid pace. Cyber Security must not be
underestimated and in line with the principles
outlined in the Government’s National Cyber
Security Strategy 2016-2021 the Council will
continue to protect customer information
from cyber-attacks and threats.
With the range of internet-connected devices
increasing daily, the risk of a Cyber Security
incident also increases. However, to reduce the
security risk to both our customers and stakeholders the Council continues to invest and manage cyber-
security by carrying out the following:
• Communicating with our staff when new threats appear and what action is required
• Carrying out a range of Information Security Audits and Health Checks with our specialised partners
• Taking a complete view of cyber security risk across the entire organisation
• Continuing to invest and improve security technology linked to industry risks/trends
• Managing any security incidents by following council policy supplemented with advice from the
National Cyber Security Centre
Although Cyber security will continue to be a challenge, by providing secure defences the council will
continue to reduce the threat to customer information and deter any would-be attackers.Governance
The Digital Strategy forms an important part of the wider Customer Access Programme, for which the Council has
established a robust governance approach based on best practice delivery of large complex programmes.
Reporting for the programme is through a dedicated Customer Access Programme Board, reporting to the Strategic
Leadership Team, the Executive, Full Council and Scrutiny Committees as appropriate.
Full Council
Executive
Strategic Leadership
Team
Customer Access Customer Access
Programme Board Steering Group
Chief
Executive
Assistant
Director
CAP
Portfolio
Strategic
Holder for
Director
CAP
Customer CAP
Work
Access stream
CAP
Project
leads Coordinator
Programme Steering
Programme Board Assistant
Group
Director
Manager
CAP
Assistant Chief CAP
Finance
Director Digital Programme
Finance Officer Manager
www.sedgemoor.gov.uk/digitalstrategy 18Action plans
Digital
Action plan one: Digital Processes and Standards Processes
& Standards
Work stream Task When Who
Communications Establish Customer Panel – 100 members Nov 2019 • Head of
Customer Service
People & Change Build a detailed resourcing plan June 2019 • Strategic
People Manager
Customer Focus Complete reception refurbishment specification Dec 2019 • Head of
after customer consultation Customer Service
Customer Focus Launch Sedgemoor Digital Dec 2019 • Head of
Customer Service
Process Re-design Publish report evaluating outcomes of Aug 2019 • Customer Contact
Anti-Social Behaviour Pilot to inform changes Co-ordinator
to the Process Design Manual
Process Re-design Load ‘As- is’ Northgate and web forms to Engage July 2019 • Customer Contact
Co-ordinator
Process Re-design Support initial 12 SDC services to redesign their May 2021 • Customer Contact
business processes and deploy these on to the Co-ordinator
Firmstep platform, increasing end-to end digital
processes for customers
Process Re-design Re-design business process with Non Domestic July 2021 • Customer Contact
Rates, Council Tax and Benefits Team to inform Co-ordinator
the design of the replacement Revs and Bens
system
Strategic Develop a Digital Commercialisation Protocol Oct 2020 • Chief Information
Officer
• Strategic DirectorDigital
Action plan two: Digital Structure and Culture Structure
& Culture
Work stream Task When Who
Communications Set up Staff drop-in sessions for CAP advice Aug 2019 • Head of
Customer Service
• Strategic
People Manager
Communications Launch Sedgemoor Digital Nov 2019 • Head of
Customer Service
Communications Publish Customer Charter Aug 2019 • Head of
Customer Service
People & Change Develop an approach to New Ways of Working July 2019 • Strategic People
Manager
• Head of
Customer Service
People & Change Develop an approach to managing transition of July 2019 • Strategic
People Manager
staff into new roles and manage exits as appropriate • SLT
Customer Focus Develop a Customer Service training programme Sept 2019 • Head of
for the Customer Service Team Customer Service
Customer Focus Establish with our customer a set of Customer Aug 2019 • Head of
Service KPI’s Customer Service
Customer Focus Complete Customer Strategy Oct 2019 • Head of
Customer Service
Customer Focus Publish a Digital Inclusion Strategy Oct 2019 • Head of
Customer Service
Building Refurb Set up refurbishment Working Group July 2019 • Property Management
& Income Generation
Team Leader
Building Refurb Agree scope for refurbishment of reception Sept 2019 • Property Management
& Income Generation
Team Leader
Building Refurb Launch new reception with self-serve area Aug 2020 • Property Management
& Income Generation
Team Leader
continued over
www.sedgemoor.gov.uk/digitalstrategy 20Strategic Publish 1st version of the Process Design Manual July 2019 • Chief Information
following a trial with Anti-Social Behaviour pilot Officer
Strategic Develop a Digital Collaboration Approach with key Oct 2019 • Chief Information
partners in Sedgemoor and present to SLT Officer
Strategic Establish a Sedgemoor Digital Partnership Board April 2020 • Chief Information
and hold first meeting Officer
Digital
Action plan three: Digital capabilities and technology Capabilities
& Technology
Work stream Task When Who
People & Change Collate skills data and carry out digital skills gap Sept 2019 • Strategic
analysis required for CAP People Manager
Technology Establish resources for Firmstep and inhouse June 2019 • Head of
software Products Information Systems
Technology Enable and configure Firmstep Platform Live, Test Dec 2019 • Head of
and Develop with core integrations enabled (Go Live) Information Systems
Technology Enable Firmstep reporting and Offline forms Jan 2020 • Head of
capability Information Systems
Technology Non Domestic Rates build/release go live Sept 2020 • Head of
Information Systems
Technology Council Tax Build/release go live July 2021 • Head of
Information Systems
Technology Housing Benefits build/release go live July 2021 • Head of
Information Systems
Strategic Develop a corporate approach to Social Media and Aug 2019 • Chief Information
present to SLT Officer
• Head of
Customer ServiceSummary
The Digital strategy 2019-2021 ensures:
• An ambitious and clear direction of travel for digital services in Sedgemoor
• An agile approach to ensure an ever evolving, dynamic technology environment
• A secure and safe Information Technology environment
• The Council is inclusive, with services easily accessible for all
• A clear action plan which enables the delivery of the Digital Strategy
• A framework for supporting the development of digital communities
• A direction of travel to share with partners and the community
• Opportunities to do things better and provide digital services fit for the future
Contact us
You can find out more about what we do, the services we provide and how to access them on our website
www.sedgemoor.gov.uk
You can e-mail us at: customer.services@sedgemoor.gov.uk
Our office opening hours are: Monday to Friday 9:00am – 5:00pm
During these hours you can call us on: 0300 303 7800 or visit us at:
Sedgemoor District Council
Bridgwater House
King Square
Bridgwater
TA6 3AR
www.sedgemoor.gov.uk/digitalstrategy 22www.sedgemoor.gov.uk/digitalstrategy
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