The Strategic Advantage of Channel Shift for UK Councils
Simply maintaining essential services amidst increasing costs and constrained funding is challenge enough for local authorities. But there is also the ever-increasing demand from citizens for enhanced service levels which more closely mirror those experienced in the private sector. Against such a testing backdrop, UK councils are exploring channel shift strategies in order to transition their services from traditional face-to-face, telephone and postal interactions to digital platforms. This strategic move offers numerous advantages that are pivotal in enhancing service delivery, operational efficiency, and citizen satisfaction.
Cost Efficiency
One of the most compelling reasons for channel shift is the significant cost savings it offers. Reported cost-figures against each channel of communication vary, but there is certainly a stark contrast between the cost of a face-to-face, telephone or postal transaction compared with the financial efficiency of digital services. Consider the resources required to host and equip post-rooms and call-centres – expensive tech and power-hungry premises. This isn’t about replacing traditional communication methods such as paper. Rather, it is about finding the optimal communication blend. Reducing the cost to deliver ensures sustainability in the services whilst enabling additional resources to be assigned to enhance the handling of vulnerable citizens and more complex requests.
But channel shift is much more than a cost play.
Accessible, Resilient and Sustainable
Digital services provide unmatched convenience, enabling residents to access services 24/7 from any location.
The COVID-19 pandemic underscored the importance of digital resilience. Councils that had invested in digital services were better equipped to maintain operations and serve residents during lockdowns. Moreover, digital services can contribute to environmental sustainability by reducing the need for paper and lowering the carbon footprint associated with travel to council offices.
Operational Efficiency
Channel shift also enhances operational efficiency. Automation of routine tasks through digital platforms frees up council staff to focus on more complex issues that require human intervention. This shift not only improves the speed and quality of service delivery but also boosts staff productivity and job satisfaction.
Improved User Experience
The user experience is significantly enhanced with digital services. Residents can complete transactions, access information, and submit requests through user-friendly websites, intuitive forms and mobile apps. The implementation of self-service portals and chatbots further simplifies interactions, making it easier for residents to navigate council services.
Data on service usage and resident behaviour can be analysed to identify trends, optimise services, and make informed decisions.
Shifting away from legacy
Investing in channel shift provides UK councils with strategic advantages that extend beyond cost savings, and expert consultative advice is available to support in the transition away from legacy. By embracing channel shift, organisations will be better positioned to address budgetary challenges and meet the changing needs of their citizens, ensuring sustainable and efficient service delivery for the future.