Councils that cover a number of suburbs or towns, with only one or two customer service centres, are discovering the benefits of running Mobile Customer Service (MCS) programs, as are their customers.
Hobson’s Bay City Council in Melbourne’s west has been running a Mobile Customer Service for four years, and is committed to continuing and improving the program as a result of its success. Mayor Tony Briffa says that the initiative “Has proven to be well-received in the community. This year I am supporting the initiative through my Mayoral Program and will also be in attendance with Customer Service Officers on location.”
Managed through the Hobson’s Bay Customer Service Office, experienced officers visit shopping centres and strips on a rotating cycle, providing one on one information and advice. The presence of council employees outside council offices also increases the visibility of council, making it easier for residents to provide feedback, make enquiries, report damage to council assets, and find out about events and programs.
With an average of between 48 and 55 interviews per day at a single mobile office venue, the program is clearly serving a vital function for both residents and the Council. Cr Tony Briffa says, “The mobile office program provides valuable statistical information about the Council’s profile in the community. An issue that is often raised involves residents’ feelings about their rates payments, and this can be a lively and sometimes challenging aspect of the mobile program. However the chance to air these matters face to face provides a valuable way for residents to assuage their feelings.”
Strathbogie Shire Council in regional Victoria began trialling a Mobile Customer Service program in Ngambie in March this year. As the Shire has only one customer service office in Euroa, which covers eight townships, the Mobile Customer Service program indicates a commitment to making things easier for residents in regional shires. The aim of the Ngambie mobile office is that all equipment and resources are completely portable, allowing for the expansion of the service to other townships in the future.
Another advantage of the Ngambie trial is that it is almost cost-neutral, employing no extra staff and utilising technologies such as Voice Over Internet Protocol (VoIP) and Virtual Private Networking (VPN). The mobile staff member is also connected to Strathbogie Shire’s PABX phone system and is required to take at least 30 percent of all incoming calls to the call centre.
So far, the response from Ngambie residents to the MCS has been very positive, with feedback including comments such as, “This is my second visit to the service. I have come today to find out about my dog registration. My enquiry was dealt with in full during my visit and I found the service very helpful” and “When you live in a small town it’s nice to have a service come to you!”
Such responses highlight the benefits to councils of residents being able to put a face to customer service, and feeling as though their direct needs are being catered for. As Hobson’s Bay City Mayor, Tony Briffa says, “A Mobile Customer Service program provides the community with strong recognition of their council and its services, as well as offering residents an opportunity to gain advice and information in their own surroundings.”
