A poorly handled response to an enquiry can undo many years of good service and building of your ‘brand’ perception. It is, consequently, a waste of taxpayers’ money.

Many people approach contact centres from a process point of view, or a system-driven focus. However, it’s crucial that you always remember that contact centres are an important way for customers to get in touch with government. Contact centres are, therefore, first and foremost a marketing channel and should be treated as such.

The focus should be on quality: delivering the best possible service to meet (or exceed) citizen expectations within the available and appropriate resources. It should not be about minimising costs. This guidance is designed to help you set up and run a contact centre. But no one size fits all. You should always seek expert advice that relates to your own specific circumstances.


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