Case Study: Westminster City Council

Over the past few years Local Authorities have found themselves communicating on a number of different levels including e-mail, voicemail and queries received via the web site.

Westminster approached Teleconomy inviting them to tender for a study that would provide the Council with a statistically robust measurement of the level of service offered over the different communication channels (telephone, e-mail and voicemail). The study is part of Westminster s corporate drive to raise standards through a range of departmental projects aimed at improving the quality of service experienced by customers.

Teleconomy proposed a two-phase study. Phase one was designed to test and measure the current performance levels through mystery shopping over the three communication channels. Phase one identified the current performance levels covering both quantitative and qualitative aspects of the service.

The survey took the form of 600-mystery shopper calls divided between 3 departments (Planning and Transportation, Environment and Leisure and Community Protection), a 40-voicemail-response survey and a 40 e-mail response survey. The versatile software used by Teleconomy allows the analysts to not only measure Soft Skill Benchmark comparison statistics with other Local Authorities but also to produce statistics for any existing internal targets.

The findings of the survey were presented to Westminster in reports and presentations. The reports identified areas of weakness that required definition and training and also provided ideas on how the internal service standards can be improved.

After Phase one Westminster CC will implement and redefine internal standards and implement training within the areas of weakness. Phase two of the survey is simply a repeat of the original survey measuring the success of the internal standards and training whether progress and standards have been raised.

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