Success Story | Wrexham County Borough Council
Improved Citizen Experience Through Integrated Communications & Service Delivery
Wrexham is a County Borough Council situated in Wales, U.K. (population 128,000). The council has been working to deliver a better citizen experience for one of its most-popular services: waste and recycling bin collection. After modernising its approach — by integrating its sophisticated communications platform with digital service delivery — more citizens are opting in to keep the county clean. Today, residents get exceptional customer service, while county staff gets fewer phone calls from confused residents.
SITUATION
The County Borough Council knew the first step to improve the citizen experience was to modernise the way they communicated bin removal services. To ensure citizens received relevant, timely and automated communications, Wrexham implemented Granicus’s govDelivery email, mobile message, and social media platform. Now, they have the sophisticated marketing automation and audience segmentation required to deliver personalised waste and recycling bin collection reminders to over 12,000 residents. Targeted email messages from the County empower residents to take the correct action at the right moment.
These reminders — delivered alongside educational messages about what can and can’t be recycled — are positively impacting local recycling rates. For example, more customers know what can and can’t be recycled; the number of bins not being collected due to contamination has decreased by 27% since implementing govDelivery.
SOLUTION
Even with targeted and timely communications, Wrexham was still having difficulty reminding citizens of bin services. Why? Their communications were disconnected from back-office systems. They were also unable to give residents the email experience that they had signed up for. Finally, Wrexham couldn’t mandate important fields, resulting in missed information from citizens.
To overcome these challenges and digitise citizen services, Wrexham selected Granicus, the most-trusted supplier of customer service solutions to U.K. local authorities.
By using govService online forms service, Wrexham captures all critical contact information from every customer checking their bin collection date.
RESULTS
With govService, the County’s digital customer services solution, integrated with govDelivery, their communication platform, the customer experience is seamless.
How does it work? When a customer visits the Wrexham website and enters their address in a form, govService automatically looks up the customer’s collection day and calendar, then sends the information into govDelivery, which automatically signs the customer up for their bin reminder emails. After that, the customer receives relevant, timely, and automated information about their bin collections. This combination has improved sign-up rates and ensured Wrexham reaches more citizens.
Citizens have loved the online experience they are receiving. Using the govService satisfaction tool, which pops up after a citizen completes a form, Wrexham has received: 1,869 Total Ratings and 93% Satisfaction Rate
