The challenge

The council’s Online Housing Portal provides residents with an excellent range of self-serve options. Unfortunately, registration for the portal had become a serious drain on the contact centre, with residents calling for help and being taken through the process, step-by-step by live agents. Handling around 1,800 calls per week, there was a potential for more than one third of these calls to self-serve using their portal.

Our goal was to create a simple, instructional, and informative video to empower residents to self-register for the portal, to be deployed with the intention of reducing incoming call volumes on the subject and cutting average-handling-time.

Our task

• Review and understand the registration process

• Using plain language, create an easy-to-follow script that promotes self-registration on the portal

• Create an on-brand visual style

• Include embedded subtitles to promote accessibility

• Deliver an easy-to-deploy video for use in multiple channels

• Reduce associated call volumes and AHT

The solution

Looking at the process from a customer’s perspective, we first sought to simplify the content. Following our advice, Cambridge City Council agreed to remove references to another process from the video script. This shortened the final video and made it more relevant to the primary topic.

Such simplification improves viewer engagement with the content and in-turn increases its effect on the targeted metrics.