case study Background to the project Southend Borough Council’s strategy is to focus on moving people away from the phone and towards online activity wherever possible. This is in response to changing customer demands and expectations, as well as in order to free up resources in the contact centre to give sta more time to deal with more complex enquiries. “There’s de nitely demand from customers to be able to interact with us online. We’re up to about 40,000 registrations on our digital platform which, when you consider we have a population of about 170,000, is a high proportion of all the adults in our area. We’re seeing calls into the contact centre drop by on average 2% per month. The trend is that online activity is going up and calls are going down, and we want to

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