Transform Citizen Experience (Before You Answer the Call!)

The Future of Voice in the Public Sector

Across the public sector we speak to millions of citizens every day.  But how effective are those conversations?  In fact, we have developed a whole set of statistics which have the effect of delivering a poor service – targets like minimising conversation length, getting through large numbers of calls quickly and minimising wrap-up time.  These targets have the effect of dealing with large numbers of people quickly – but often poorly. 

As we know, many conversations in the public sector are complex, deal with difficult issues and are with vulnerable people.  But how to we balance the challenges of cost and efficiency with the objective to deliver a great citizen service. 

3 Steps to Better CX

Many organisations are finding the best starting point is before anyone answers a telephone call.  The idea based on a 3 step process: 

Step 1 - Identify the Caller – This may be possible from the telephone number calling (especially if from a mobile), as a result of the source of a text message, or by directly asking, for example on a web chat session. 

Step 2 – Identify the Issue – We already have a lot of information about our citizens.  In step 2 we try to identify the reason the person is trying to make contact.  For example, if it’s the second call today, its probably about the same thing.  If they are currently on a web page, its probably about that.  If they have an open support ticket, its probably about that!  In fact, for the majority of contacts, we already know the reason. 

Step 3 – Take Action – Route the contact to the most suitable person for the specific issue and provide the agent with all the relevant information, before they answer the call.  This can allow the, “Hello Mrs Smith, are you following up on your request for an appointment”, type of service. 

By taking this three step approach, it’s possible to significantly improve citizen satisfaction.  The citizen feels like it is a service that understands their needs, and that they are not just another inconvenient person, someone if trying to get rid of. 

The approach also drives improved efficiency.  Less passing of calls around, needed to leave messages, call people back, etc.  Also, if you already know the reason for the contact, the call time is typically shorter. 

All About APIs

The way this is delivered in practice is using Application Programming Interfaces or APIs.  Almost every system now has an API, which allows information to be passed to other authorised systems.   

When a citizen makes contact, which could be a telephone call, text message, web chat or email, it is possible to quickly check with multiple API’s to identify the likely reason for the contact. 

Conclusion

Of course, each situation is different but this type of design can be quickly implemented and both service and cost benefits, quickly delivered.