Qmatic transforms the customer journey and improves operational efficiency for the City of Wolverhampton Council

Like many local government organisations, the City of Wolverhampton Council is committed to protecting and improving the services it delivers to its 250,000+ residents, despite facing skills shortages, increased efficiency targets, and more demands on time and budget.

The challenge

In order to reach its goals to improve the economic health of the region, the Council set to create £1.5m worth of operational efficiencies within three years, with a mission to better connect its customers to its 30 services.

  • The Council’s headquarters is a very old, traditional building situated in the centre of town
  • Previously housed 25 reception areas across four floors
  • It serves as the base for the contact centre, handling 60,000 calls and 300,000 enquiries each month from online channels

As customers get accustomed to fast, efficient service, the Council’s high desks, glass walls and multitude of friction points were causing unnecessary aggravation among visitors. With up to 10,000 customers visiting in a single month, the Council’s old space was becoming problematic when it came to quickly and easily finding the right floor, reception or person.

Ultimately, the Council needed to transform and re-think the existing customer journey, by focusing on consolidation of services, removing physical barriers and creating a clear and easy to use environment. The Council wanted to replace it with a bright, welcoming and personalised service, supported by aesthetic changes such as new uniforms.

The solution

Qmatic was selected to work with the City of Wolverhampton Council throughout the three-year programme. With a physical re-development of the space underway, Qmatic provided the Council with a complete technology solution to support both customers and staff from online to the minute they entered the building.

Qmatic implemented several internet-connected touch screen kiosks for a dedicated self-service area, as well as tablets for front of house staff, and multiple digital displays and media screens to keep customers informed of their place in the queue. The entire system runs on the Qmatic Orchestra customer jounrey management platform, including appointment management capabilities.

Tablets enable front of house staff to help customers arrive either for a pre-booked appointment or as a walk-in to get into a virtual queue for service. Walk-ins receive paper tickets with their unique references, with all the information about their waiting time clearly displayed on the big screens, and automatic voice announcements that let them know when it is their turn.

The results

Since going live, the changes to the Council’s building have made strides towards realising the organisation’s goals throughout the project. The City of Wolverhampton Council have been able to completely assess the customer journey and where key changes should be made to create efficiencies. Today, a customer is greeted by mobile concierge staff the second they step in through the door, similar to the bright personal service you would get in places like theme parks and airlines, and the front of house staff are trained to put the visitor at ease with a smile. There is no congestion in public areas since confusion about where to go and who to talk to is immediately eradicated – every public area of the building is clearly numbered and signposted with plenty of staff on hand to help.

The Council also benefits from vital insights into the channels that customers are using, enabling managers to see what services and processes can be moved online to save resource and cost in the future. Real-time data provides historic and current operations and feedback to Qmatic Orchestra users, including measurable KPIs for staff performance reviews.

“Working alongside Qmatic we were able to completely assess the customer journey and where key changes should be made to create efficiencies. The team’s expertise and experience working with local government is impressive, and they involved all levels of staff in the implementation process to give input and ownership of the solution.”

Paul O’Rourke, Performance Manager, City of Wolverhampton Council

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