Havering Council is taking steps to enhance the experience for residents accessing council services, with a focus on embedding a customer-centric culture and modernising service delivery. However, the council is mindful of financial constraints and aims to be innovative in its approach, primarily utilising existing staff and resources.
During a meeting of the Overview & Scrutiny Board on Thursday 3 July 2025, Louise Roast, Assistant Director for Customer Registrations and Bereavement Services, provided an update on the Customer Service Strategy, initially agreed upon in July 2024. The strategy aims to create a unified and joined-up experience for residents when they need help or a service from the council.
Key initiatives already underway include:
- Official Launch: The new strategy and customer standards were officially launched during National Customer Services Week in October 2024, complete with a dedicated intranet page for staff. More information about the strategy and standards can be found on the council's intranet.
- Customer Champions Network: A network of officers nominated by directors is working to identify areas for improvement. The board has recommended that participation in the Customer Service Champions network be sought from the out of hours contractor and from the Mears call centre, which was supported by the board.
- Service Reviews: Reviews are being conducted, starting with the planning department and public protection and environment directorates, to map out issues and make recommendations.
- Performance Development Review (PDR): A mandatory customer service objective has been included in the PDR process for all officers.
- Town Hall Reception: Trained customer service staff are now regularly present at the town hall reception. The refurbishment of the Town Hall reception is planned for later in the year, with an intended completion in October 2025. This refurbishment will provide an extra 14 workstations for customer service staff.
- Corporate Induction: Customer service will be part of the corporate induction for all new council starters.
- Telephony Review: A review of the corporate contact centre telephony system is underway, exploring AI, virtual agents, and chatbots. The current contract with 8x8 expires in July 2026.
- Hybrid Approach: Customer service staff have a regular presence back in the town hall at least one day a week.
- Customer Feedback: Work is being done to identify gaps in feedback collection and establish surveys via the corporate citizens-based platform.
Ms Roast told the board that the strategy is as much about hearts and minds as it is about systems and processes, and seeks a culture change shift so that the council starts talking more about the importance of customer services and prioritises it.
During the meeting, councillors raised several points and suggestions:
- Councillor Matthew Stanton asked about the input of the customer service team in the development of council policies. Louise Roast responded that she was looking for opportunities to influence relevant policies and to influence the culture so that the council starts talking more about customer services.
- Councillor Jane Keane relayed questions from Councillor Philip Ruck regarding benchmarking with other councils, the budget for customer service, resources to deliver the strategy, and innovative approaches. Louise Roast noted that the council had carried out some benchmarking as members of the Institute of Customer Service, and that she was trying to be innovative in her approach given financial constraints, using existing staff and resources. She highlighted the use of contact forms and work with libraries to improve the customer experience.
- A councillor raised the issue of residents who are not literate or eloquent enough to articulate their needs, and asked about the role of equalities and inclusion in driving the policy. Louise Roast responded that the council would make sure its services are accessible to all, and that a customer persona project was planned to ensure services are accessible for all customers. The council aims to ensure services are accessible to all, regardless of vulnerability or tech-savviness.
- Another councillor asked about testing of the customer care service, such as mystery shopping. Louise Roast confirmed that mystery shopping would be implemented, along with a resident panel, to measure performance against the new standards.
- Councillor Keith Prince asked about the provision of accommodation for customer service staff in the town hall, and whether there would be someone on the desk at all times. Louise Roast confirmed that there would be someone based on the desk, and that the refurbished office would provide an extra 14 workstations. The refurbishment of the Town Hall reception is planned for later in the year, with an intended completion in October 2025.
- Councillor David Taylor noted that residents often struggle to get through on the phone and asked about metrics from residents when they're feeding back and they're saying they're satisfied. Louise Roast said that it was too early to benchmark, but that an external survey would be run early next year. She added that complaints monitoring was also being used as a measure. Councillor David Taylor suggested using the term 'resident satisfaction survey' rather than 'customer satisfaction survey', but Louise Roast explained that many users of the services are not residents of Havering.
Ms Roast addressed concerns about residents being redirected to the wrong area when calling the council, assuring that reviews would identify what was going wrong. Louise Roast stated that the aim was to get to a place where customers don't even need to make a complaint, and that the department was working to get to the root cause of delays in getting back to people. The aim was to get to a place where customers don't even need to make a complaint,
she said, adding that the department was working to get to the root cause of delays in getting back to people.
Councillor Matthew Stanton asked about the involvement of outsourced elements, such as the Mears Group call centre, in aligning with the strategy. Louise Roast responded that she had not yet done any work with external places, but that the strategy talks about the standards applying to all.
The council's efforts to improve customer service are ongoing, with plans for regular reviews and adjustments to ensure the strategy remains effective and responsive to the needs of Havering residents.