Contact centres are playing a major role in the transformation
of the Department for Work and Pensions and have already expanded
the range of the services that can easily be accessed by its
customers, whose satisfaction levels are generally high. They have
the potential to deliver further efficiency savings, improved
service quality and good value for money (Figure
3). This report is a snapshot in time and shows clearly
that the Department is undergoing a major transformation in its
handling of customer contacts. Many of the factors which influence
its management of contact centres are wider organisational issues.
For example, staffing considerations have to be seen against the
background of the planned job reductions and the wider reform of
one of the largest public sector organisations in the country.
Ongoing development of the Departments IT in one of the largest
change programmes in Europe crucially influences performance, as
does the complexity of the benefit system, which must be
accommodated by staff and technology. The Departments contact
centres are now focusing more on the needs of the customer rather
than the organisation and are becoming more efficient and
cost-effective.
Figure 3 ("How improvements are being delivered") is
unavailable in this version of the executive summary.
Recommendations
To develop further, and to continue to focus on meeting customer
needs and government requirements, we recommend:
- The Department should build on recent work to develop its
understanding of customer demand and improve the accuracy of its
forecasts. The Department is improving its forecasting processes
and reducing the number of blocked calls, but could make further
improvements by:
- ensuring that, where workforce management tools have not yet
been deployed (The Pension Service) deployment proceeds as planned
by July 2006; n ensuring that, once deployed, tools are used
effectively by managers who have been fully trained in their use
and who have a thorough understanding of the demands customers are
placing (and will place in the future) on the services provided by
their centres; and
- ensuring that good practice is shared between centres and
between the separate agencies so that forecasting is as effective
as possible right across the Department.
- The Department should aim to offer as seamless a service as
possible to its customers and should: n press ahead with its plans
to rationalise and reduce the number of telephone numbers used by
customers to access its services, with an aim to significantly
reduce those numbers for first line contact by 2007;
- enhance the role of the Contact Centre Senior Reference Group
(consisting of the most senior managers with operational
responsibility for contact centres) and the Contact Centre Advisory
Team to ensure greater consistency in the application of common
standards and protocols (including those used when dealing with
customer representatives); and
- increase its efforts to share good practice between the
separate agencies in appropriate areas (for example: demand
forecasting; training; and absence management).
- The Department should rationalise the contractual arrangements
for its contact centre staff in order to increase productivity at a
time of reducing staff numbers. In particular the Department
should:
- seek to reduce the proportion of staff whose contracted hours
do not fit well with the contact centre way of working, considering
the use of incentives to staff to agree revised contracts, with the
aim of achieving a year-on-year improvement in the matching of
contact centre staffs hours with demand patterns;
- ensure as far as possible that staff recruited to work in
contact centres have the right aptitude for the work and that the
specific skills and competencies for contact centre work are
clearly defined;
- ensure that staff and managers are effectively trained and,
learning from best practice in the private sector, ensure that
coaching and training are given greater prominence;
- develop appropriate systems to reward, recognise, motivate and
retain its contact centre staff; and
- continue to enforce robust absence management processes,
actively sharing good practice with the aim of reducing
absence.
- The Department should adopt a more balanced approach to the
setting of contact centre targets, increasing the focus on areas
that matter most to customers. The Department has recently
introduced a strategic level contact centre balanced scorecard that
encompasses measures in areas that include cost, quality, customer
satisfaction and staff productivity and absence rates. It should
build on this approach and develop it into a tool that:
- identifies performance at all levels of the organisation and is
used by contact centre managers and staff to constantly identify
service improvements, including for those customers with particular
needs; and
- places the work of contact centres in the context of a whole
customer experience, and measures time taken from the first contact
to receipt of benefit or pension, and the number of contacts needed
to resolve an issue.
- The Department should advance initiatives to improve its
information on costs so that agency management teams and centre
managers have a full and detailed understanding of their costs.
This information should be used by managers to identify
opportunities for working in more efficient ways. In particular,
the Department should:
- increase transparency and disaggregation of key cost elements
such as accommodation and IT, and running costs such as call and
data charges at site level, to increase the incentive to make
efficiency savings;
- enhance traceability by apportionment of both activity and
costs to individual contact centres; and
- complete ongoing work, including the balanced scorecard, to
ensure consistency of cost recording and reporting, to enable the
Department to make useful business stream cost comparisons.
- [back from footnote 1]Department for
Work and Pensions, Resource accounts 2004-05, Session 2005-06 HC
477.
- [back from footnote 2] Citizens Advice
Bureau, Hanging on the telephone: CAB evidence on the effectiveness
of call centres, 2004.
- [back from footnote 3]This report only
considers the contact centres operated by Jobcentre Plus, the
Disability and Carers Service and The Pension Service. The Child
Support Agency and Debt Management are not included.
- [back from footnote 4] Estimate by our
consultants CM Insight, 2005.
- [back from footnote 5]For more details
see C&AGs report, Managing attendance in the Department for
Work and Pensions, HC 18 Session 2004-2005.
- [back from footnote 6] Income Data
Services, Pay and conditions in call centres, 2005.
- [back from footnote 7] Within contact
centres an agent is the member of staff who deals with customers
over the telephone. An outline of the contact centre process and
the agents role within it appears in Figure 8 on page 17.
- [back from footnote 8] Merchants,
Global contact centre benchmarking report, 2005.
- [back from footnote 9] Research into UK
contact centre performance by CM Insight and Aston Business School,
report published in three parts between 2004 and 2005.
- [back from footnote 10]Merchants,
Global contact centre benchmarking report, 2005.