Leeds City Council identified that 20 percent of calls to its contact centre come from people who have already visited the website, but had abandoned their efforts to self-serve. As they are not online at the point of their call it is relatively hard to discover exactly where they had problems. This case study forms part of our demand management, Digital tools and approaches, resource.
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The council reduced the costs of failure demand and improved the customer experience by offering live assistance to those who experienced difficulties whilst trying to self-serve online, by implementing a live web chat on the website. By getting users to 'self-serve' instead of using costly call centres, this has saved the council almost £20,000.