Do NSW have the contact centre of the future?


Over 1,231,000 online visits since launch.

More than 356,000 calls to contact centres.

731,000 customers served.

All in less than a year since launch…

Service NSW is definitely taking off. The question is; how do you cope with this exponential increase in demand whilst keeping customers ‘delighted’? Well, with a 99 per cent contact centre customer satisfaction rate – we might just have the answer.

The organisation is pretty unique, launching in July 2013 and integrating three service delivery channels – a dedicated web portal, customer contact call centres, and shop-front services. This integration delivers the benefits of internet, cloud, mobile communications and customer relationship management platforms.

I recently caught up with Jody Grima, Director, Contact Centres, Service NSW to get the insight. She explains:

“We’re growing, and our numbers are rapidly increasing. After almost 12 months’ implementation, we’re still delighting customers, which is something that’s always a risk when you’ve got a new service. Does our culture pertain? Well it is, and that’s something that’s really exciting for us.”

Employee engagement

“Our vision is to be a leader in the delivery of customer service not only within government, but also within industry. A leader in customer experience and a leader in the provision of service. That ties in with our employee engagement ambitions, to be ranked in the top quartile.

“At Service New South Wales, the two go hand in hand. In order to deliver outstanding customer experience, you also need to actively engage and have a very happy workforce. That’s a key element to our vision and culture. Invest in your people and you get the outcome of a great customer experience.

“Being a new organisation, we recruited staff afresh. Nearly 60 per cent came from other government agencies, with 40 per cent coming from outside government. We’ve got a real mix of new staff to service New South Wales.

The focus in our training is on emotional intelligence – really looking at the soft skills and complementing that with the technical training.”

Continuing to meet the needs of the customer

“Customer feedback is extremely important to us, so we’re tracking that via CSAT (customer satisfaction scores), which is by a question asked within the contact centre at the end of each call.

“Since the launch, we have continued to modify and enhance the way our service is being designed. This feedback draws on market research, and what end users expect of the service.”

Call centre staff are using Salesforce information management tools. The cloud-based CRM capability helps track and manage customer profiles and tackle the most common enquiries. It enables staff to draw on a previous history, utilise a consolidated database, anticipate questions, increase first call resolutions and respond more promptly.

“We are continuing to build our knowledge base about questions that are routinely asked, and being able to answer these at the outset.

“We have what we call self-service customer feedback zones in the service centres. There’s immediate feedback going through in our physical shop fronts. We also have a feedback mechanism on our web page as well – a significant part of whether we’re achieving our goals or not.

“The other way we’re doing that is tracking against service levels and outcomes. Service New South Wales has a mandate, the Service New South Wales DNA. We’re continually reviewing our performance against those success factors and progressing exceptionally well. As we succeed, we can then continue to grow the service.”

“At the time of writing this, the contact centre had an average answer time of just 29 seconds. The challenge now is to pre-empt the demand. Since going live, customers have embraced the service much faster than expected.”

Up to 8,000 telephone numbers are being used to access information. The NSW government seeks to cut back on these enquiry landlines whilst saving on the cost of running many telephone systems.

During the Government Contact Centre Summit 2014, Customer Service Commissioner Michael Pratt will talk through the Service New South Wales journey – from creation, success, lessons and the culture change and vision for the coming years.

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