How UK councils are revolutionising communications with automation
In the UK, local councils serve as the first line of communication for residents regarding essential services and changes in policy. However, recent economic challenges and political uncertainty have led to tighter budgets and fewer staff, putting a strain on their ability to communicate effectively.
The result is often delayed, inconsistent, or incorrect messaging that can frustrate residents and even lead to legal troubles, such as GDPR fines.
Local authorities are caught in a tough predicament. They face the dual pressures of having to maintain high standards of communication with limited resources. This scenario demands innovative solutions that not only alleviate the pressure but enhance the effectiveness of council communications.
The communication challenge
In the landscape of local authority operations, a fundamental issue emerges in the realm of multi-channel communication and data integration. Local councils often struggle with a disjointed communication strategy where data and updates are not shared seamlessly across departments or platforms. This lack of integration can perpetuate outdated issues and fails to significantly enhance citizen relations.
Consider a typical scenario: a citizen’s query might initiate with a formal letter but evolve to require follow-ups via email, SMS, and even phone calls. If these communications are not consistent across all channels, the resident may find themselves restarting the conversation at each interaction, leading to mounting frustration. Moreover, the lack of alignment in communication channels not only frustrates the resident but also places undue stress on council employees. This inefficiency squanders both time and effort and diminishes the impact of initial communications.
Additionally, the expectations for communication have evolved. The advent of hybrid working models complicates traditional workplace processes, as timeliness in sending documents can be hindered if employees are not in the office. Councils face a choice between delaying crucial communications or requiring employees to return to the office, neither of which is ideal in maintaining efficiency or employee satisfaction and engagement.
Each communication channel – from the direct immediacy of emails and SMS to the authoritative tone and trusted nature of physical mail – has unique strengths that need to be optimally utilised. For instance, while some citizens may overlook standard emails, they might engage more promptly with physical mail.
In fact, nearly two-thirds (62%) of UK consumers are more likely to open a letter than an email, and 39% say that letters feel more personal. Local authorities must adapt their processes to not only choose the right channel for each message but also ensure that this choice flexibly aligns with the individual’s preferences and previous interactions. This tailored approach is critical in avoiding communication fatigue and enhancing the overall efficacy of council-citizen interactions.
The power of automation
To keep up with ever-changing communication preferences, and the need to do more with less, local councils need to focus on modernising their processes. Technology such as document automation streamlines the creation and distribution of communication, ensuring that every piece of correspondence is accurate and timely.
By automating routine tasks, like mailing notices and updating community members about local developments, councils can ensure compliance with branding and legal standards without the need for extensive manpower. For instance, this can solve the issue of a council not having enough people to fill envelopes, eliminate the chance of that envelope being sent to the wrong person or with the wrong information, and reduce the frustration felt by employees doing the process. Automation impacts every touchpoint and stage of the communication.
Document automation also allows for scalability in communication efforts. Whether there is a need to quickly notify residents about emergency policies or routine updates, automation can handle these demands promptly and without errors. This not only saves valuable time but also reduces the workload on the remaining staff, potentially decreasing job dissatisfaction and staff turnover.
Building stronger community relations
At its core, the role of a local authority is to serve and engage with its community. Effective communication is fundamental to this relationship. With digitally transformed communication processes, councils can maintain a comprehensive record of interactions with residents, ensuring that no detail is missed, and every citizen's history is considered in future communications. This capability is crucial for personalising interactions and building trust – residents feel heard and valued when their past engagements are acknowledged and built upon.
The efficiency brought by automation also means that councils can be more proactive in their communications. Instead of reactive measures that often come too late, councils can anticipate needs and keep citizens well-informed, fostering a sense of community and cooperation.
Futureproofing against uncertainty
As the economic climate remains uncertain and resources continue to be stretched thin, the importance of adapting to more efficient methods of operation cannot be overstated for local councils. Automating processes, such as document creation and mailing, offers a strategic advantage, enabling these bodies to enhance their communication with residents while managing their resources more effectively.
By embracing this technology, local authorities can not only improve their operational efficiency but also strengthen their relationships with the communities they serve. This proactive approach is essential in ensuring that local governments continue to function as effective stewards of public trust and welfare in challenging times.
