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One number or 20 numbers

Citizens need to know the number or numbers to dial.  This knowledge is achieved through marketing and publishing the numbers in telephone directories and other publications.   Some organisations have implemented a single number for access to their services.  Others use more than one number.  

Using a single number for a complex organisation will require :-
·      the use of automated telephony responses. The customer presses 1 for Social Services, 2 for Trading Standards, etc) to stream the call to a trained operator
·      training all customer service assistants in every service in order for them to provide a service based response
·      use a human switchboard to initially answer the call to establish its type and transfer any complicated call, such as social services, to a trained operator or the back office.

Implementing 20 numbers will filter the call by the number dialled. We can :
·      deliver high quality service and first time resolution of a high percentage of calls
·      structure the customer service centre according to individual service needs and complexity
·      multi-skill customer service assistants to a level where they are able to resolve detailed queries
·      not use automated telephony responses, except for an initial welcome message
·      use the number relevant to the service in all communications and marketing targeted at potential users and other stakeholders
·      produce management information based on the telephone number dialled

NCC have chosen to implement a Numbering Strategy using 20 numbers that are based on service type and volumes.  This has been selected as the most effective way to:
·      reduce our current contact numbers from 111 to 20
·      provide citizens with a meaningful means of contacting us
·      successfully implement a customer services centre.
·      20 number builds on the fact that we are a complex organisation with varied requests.

Given that we are proceeding with a 20 number strategy changing tack to a single number would mean:
·      Revised marketing plan would be required
·      Revised CSA trained and developed and recruitment
·      Cost of technology changes

We have looked at examples from other councils on the application of one or more numbers. There is not set pattern and the user experience is varied and shows few examples of service delivery within the call centres. A sample is outlined below:-
Derbyshire offer a single 0845 number.  This single number operates as a directory enquiries service and the user is asked to re-dial the appropriate office number for specific service enquiries.
Surrey County Council offer a single 0845 number.  The user receives 2 forced recorded messages, one for data protection, one for touch tone keypad directions. Then a 3rd recorded message saying
press 1 for Education,
press 2 for Child matters
press 3 for Roads, Highways and job applications
press 4 for university funding and anything else.
Herts Direct. Do not offer 0845/0844 numbers, all numbers have the STD codes and are split by service group with approximately 20 numbers in use.
Birmingham City Council. Do not offer 0844/0845, and offer a single 0121 303 1111 number. The user is asked to re-dial a service number.

The NCC Customer Service Centre does not aspire to be a switchboard nor does it aspire to deliver a series of recorded messages or button selection.  If a single number option is to be pursued, the aspirations of the customer service centre will need to be re-visited.
Where we are now

NCC has a full page advertising listing within BT books which lists 111 separate numbers, based around current departmental structures.  In addition to these 111 numbers there are an additional 256 general service numbers within the alphabetical listings of the directories. Further to these there are numerous telephone listing for libraries, day care centres, and museums.  
A set of 20 different 0844 800 80?? numbers have been purchased from BT and some of these are already live and in public use.

These are:-
·      0844 800 8003 School Transport
·      0844 800 8004 General Waste/Recycling
·      0844 800 8008 for Street Lighting
·      0844 800 8010 Transportation consultation
·      0844 800 8013 for all Trading Standards calls
·      0844 800 8014 for all Social Service calls
·      0844 800 8019 for Major Incidents
·      0844 800 8020 for all council general enquiries

The Numbering Strategy which would replace the current advertising listing of 111 separate numbers, using the same structure as the corporate website. A draft is shown in the appendix. We are aiming to implement this Numbering Strategy by December 2005.

General Enquiries and the 01603 222222 number
We have successfully implemented and transferred into the Customer Services Centre a number of services that are using the new 0844 numbers associated with these services. There are some issues around realising the benefits of moving General Enquiries from 01603 222222 to the new 0844 800 8020 number.
Currently callers using the 01603 222222 are automatically re-routed through to the Customer Service Centre, they receive no message about changes to the number. Callers using 0844 800 8020 also are routed through to the Customer Service Centre. We need to disconnect the 01603 222222 to realise the financial benefits and provide equitable charges across the county.

Continued...

Appendix C Chief Officers Group Report December 2004 - Norfolk County Council’s Telephone Numbering Strategy

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1. PURPOSE OF THE PAPER
The purpose of this paper is to inform COG of issues that members have raised about the telephone numbering strategy and to enable COG to consider and approve possible actions to address them.

2. TELEPHONE NUMBERING STRATEGY
In early October e-Services briefed informal cabinet about the telephone numbering strategy and received feedback which:
·      Confirmed that the decision to reduce the number of contact telephone numbers to 20 and to use 0844, is the right choice.
·      Agreed with the decision to switch off the 222222 number by end of October and also agreed the associated telephone message.
However, some cabinet members present expressed some concern as to why the telephone directory still includes numbers which do not follow the new 0844 convention:
·      Economic Development
·      European Funding
·      Trading Standards Animal Health
·      Archives
·      Fire Safety Advice
·      Fire Service enquiries
·      Traveline
·      NPS
·      NCS  
It was explained that the 0844 number is only associated with those services whose frontline service, or elements of it, are operated through the Customer Service Centre and that not all services operate in this way.  It was explained, in basic detail, that the reasons for this are, for example, services have not yet transferred their frontline to the CSC, the service is operated for NCC through a contract with an outside agency or the service has a business rather than public, customer base.    

The following services are planned for transfer and so will have 0844 numbers in due course:
·      Adult Education
·      Childcare Information
·      Countryside/Public Rights of Way
·      Traffic Light faults
However, members raised the question was raised as to why, in other cases, in particular the Archive Centre and Traveline, which is provided by a contracted service, numbers are not changed to 0844 anyway and routed back to the original number if necessary.
It is recommended that Chief Officers responsible for the services that are currently excluded from the 0844 numbering convention address this with their relevant member, and inform them of any future plans for the service that may affect its inclusion or exclusion from the numbering convention.  
If, it is decided that these services would like to change over to the 0844 convention, there are currently some 0844 numbers available, however, in some cases there would need to be restructuring by the Service to ensure customers could access the service through a single 0844 number.

3. NCC TELEPHONE BOOK ENTRY
Cabinet members have expressed the view that the headings used in our telephone book entry to categorise services may make it difficult for people to find the correct service.
The headings used match the navigation followed APLAWs (the accessible and personalised local authority website) recommendations upon which our website is based.   The project had undertaken significant national research with the public to ensure that the structure and navigation made sense and it was then delivered as a national standard list of terms for local government services.
Our web strategy involved following this model for the NCC website and our 3x easier approach means we categorise information once for all channels, so that customers who deal with us by phone, in person or on the web, see that we refer to things in the same way. This is why the telephone book entry matches the website.  
The local government list requires that we use standard wording but we do have the option to arrange it differently, so if members wish, entries could be changed.   There would be significant costs associated with redesigning and testing the current web and telephone book entries; the new version of the web design goes live this month.    
It would be helpful if, as part of normal discussion, Chief Officers could consider,with the relevant member, the entry in the telephone directory using the APLAWs formal (see attached).  If there are good grounds to set aside the national structure for a particular service (other than the personal preference of an individual) it would be valuable to identify them.  A view taking the needs of the service as a whole may assist a rational consideration of this issue.
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