Crowdsourcing Content to Cut Customer Service Overheads


A CC2i opportunity with LookingLocal and Kirklees Council: A Call to Action for Council Contact Centres Keen to Improve Information Management Processes.


Kirklees Council owned technology providers LookingLocal is embarking on a new approach to customer service 'knowledge management' and are actively looking for forward-thinking councils to take part in a collaborative programme.


Key to the approach is the concept of crowdsourcing content from specialists across local authorities, rather than drawing it in from departmental and location based silos on an individual customer enquiry basis.


LookingLocal are using the new public sector collaboration and co-funding platform, CC2i to find local authorities that would like to be involved in the project.


The business case for the project (which can be found on the CC2i website) stipulates that LookingLocal are searching for between 5-10 councils committed to actively address how they manage and maintain customer contact centre information, research what new digital technologies could improve quality and accuracy, and consider more streamlined approaches to reduce the time and effort required to manage both the generic and specialist content.


The pitch has already attracted interest from Fife Council who will be attending the pitch workshop in November this year.


Lynne Harvie, Head of Customer Service Improvement at Fife Council commented;


“This looks like a really interesting proposal. There’s definitely scope for local authorities to share content. We are all fundamentally providing the same information and tasks for customers, and it’s always seemed crazy to me that we develop and maintain content 32 times over in Scotland, and 418 times across the UK! We’re definitely interested in exploring the possibilities for a shared hub with other interested councils.”


On top of specialist knowledge, there is a huge amount of contact centre and website content that could be shared across councils such as benefits, welfare, planning and amount of contact centre and website content that could be shared across councils such as benefits, welfare, planning and health.


Writing and maintaining content can be a challenge and around 80% of what all local authorities do is shared by others and there are reliable, central sources of content around many shared service areas that could be leveraged.


Programme Lead for this project and Business Analyst at LookingLocal, Lianne Viney says:


"It is not practical or cost effective to physically shift expert teams to front-of-house. Instead, we should empower the customer-facing teams to confidently deliver best-practice advice.

"Where appropriate councils should capitalise on the content which is common to all public sector organisations and allow others to contribute to a best practice platform; administer it once and become curators rather than creators."