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News : Council Doubles Online Contacts in Three Years
Newport City, Wales, May 19, 2015 -- A local authority in Wales has increased the proportion of residents accessing its services via the internet from 25% to 53% in the space of three years, saving money.
Newport City Council said the spike in take-up had followed a "sustained campaign" to bring about behavioural change, including a customer-focused redesign and redevelopment of its website based on areas accessed most frequently.
The authority said that in 2012, 75% of transactions were conducted face-to-face or via other mediated channels, with the remaining 25% through self-service. It set a target of increasing online self-service levels to 45% by 2017.
A council spokeswoman said the target had been reached and exceeded two years early with the aid of new customer-insight research that allowed it to better target residents’ suitability to migrate to online access, automated phone lines and self-service payment machines.
"The council took the innovative approach of profiling and segmenting each household across the city based on their likelihood and preference to self-serve and access information online," she said.
‘This information was then uploaded to each individual address within the council’s management system and a screen ‘pop up’ message for city contact staff to target those most likely to self-serve when they rang the contact centre.
"Another element to raise awareness was the use of an integrated communications campaign."
She added that funding had also been sourced to address skills shortages among residents, including training more than 50 frontline staff to help residents at council premises where public computers can be accessed.
Posted by Veronica Silva Cusi, news correspondent
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About Newport City Council:
Newport City Council is the governing body for the city of Newport, one of the subdivisions of Wales within the United Kingdom.
Published: Monday, May 25, 2015