There exists a divide between the digital services local government is providing and what community is expecting, according to a new report.
Released this week by ReadyTech, the Customer Centricity report finds that while councils prioritise internal IT functions, community is increasingly wanting consumer-facing services.
The report – collating data retrieved from two surveys – shows 69% of community respondents said their council should invest in an online customer service portal. In contrast, only 8% of local government respondents regarded a customer portal as a valued digital service.
ReadyTech chief executive of government and justice Daniel Wyner said the findings expose a lack of alignment between the views of communities and councils. “The community wants easy access to information and streamlined digital services. One function highly valued by the community is a single customer portal where they can complete all their interactions online – whether it’s paying their rates, submitting development applications, registering pets or requesting asset maintenance.”
Wyner said customers are becoming increasingly accustomed to being able to self-manage all of their online interactions with a service provider in one place. “This is a user experience that’s standard in a lot of industries, but not in local government. There is an opportunity for councils to invest in digital services that are valued by customers and that will enable the council to better engage with and serve its community.”
However, as the report reveals, only 40% of LGA respondents said their council has a digital transformation plan in place.
“Councils need to be proactive about strengthening their digital services to keep pace with community expectations,” Wyner said. “There is a significant generational change happening and a large cohort of digital natives are becoming ratepayers and reaching a stage in their lives where they are engaging with their council.”
Wynder said research showed councils face some challenges in delivering effective digital services, including cost, outdated systems and software, and staffing. “This highlights the need for strategy and investment in technology that improves community connections and interactions.”
He added: “The purpose of councils is to serve their communities and investing in digital transformation will enable them to do this better. By providing positive user experiences in areas that matter to customers, councils can create more connected, engaged and satisfied communities.”
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