Also read: Municipalities in 2025: from newsroom to Customer Contact & Interaction department
In 2018, the government will face major challenges in further digitalisation and in doing so, assessing the value of new hypes such as chatbots.
In order to get the basis of the service provision in order, more than half of the respondents of the aforementioned study in 2018 want to use data more intelligently to grow from reactive to proactive customer contact. With data, municipalities hope to have a better idea of the extent of customer contact, through which channels the contact takes place and to manage customer satisfaction, complaints and compliments and then use that data more intelligently.
The question is whether municipalities are already capable of this. At the end of 2017, Renata Verloop noted on overheidincontact that the basis for working with small data is far from in order: “In practice, I see a huge lack of knowledge to make decent analyses and management reports on the performance in the field of service provision. For example, I am thinking of insight into the number of questions, their content and the channels that questioners use. Let alone what that insight means for (adjusting) the service provision. This certainly happens in some areas, but I do not know of any government organisation that collects and analyses this information in a central location. And that is necessary if you want to develop a good picture of your customers.”
In 2018, the government will therefore have to australia whatsapp number list focus more on and delve deeper into the use of (relevant) data to further improve customer contact. The government must bring data together and the communication, service provision and participation departments must work together more closely. Unfortunately, in the aforementioned study, half of the respondents indicated that they did not have sufficient knowledge to actually implement this in practice.
In practice I see a huge lack of knowledge to make decent analyses and management reports on service performance.
4. The customer contact & interaction department
Many governments are currently developing so-called newsrooms to collect news and questions in one place and answer them where necessary. They use monitoring tools such as OBI4WAN and Coosto for this. A number of them try to interpret the incoming data by means of 'news bulletins' (tamtams) and thus cautiously act as liaison officers towards the organization.
In many municipalities, the newsroom is a first collaboration between the communication department and the customer contact center (KCC). In our book 'from outside to inside' we came to the conclusion that the communication, service and participation departments should collaborate much more with each other. In fact, they should be one department: the customer contact & interaction department.