Stoke-on-Trent City Council has adopted a new Customer Service and Digital Strategy designed to make council services easier to use, quicker and more convenient over the next three years.
The strategy brings customer services and digital transformation together into a single plan focused on making everyday interactions with the council simpler and more effective. It aims to give residents and businesses more choice over how they access services — whether online, by phone or face-to-face.
What the strategy means for residents
The council intends to make routine tasks easier to complete digitally, allowing residents to get information and services more quickly. This will free up council staff to focus more time on supporting people who need additional help.
The strategy recognises that not everyone is online and that some residents will continue to prefer or require direct support. The council has stated that digital transformation is not about excluding people or removing personal contact, but about providing more options, improving accessibility and ensuring services are designed around residents' needs.
New technology already in place
The council has already introduced an AI-powered Switchboard Assistant on its main contact number as part of a move to use Amazon Connect services. Instead of working through a traditional telephone menu, customers can explain in their own words what they need help with. The assistant can then direct them to the most appropriate council service, provide information and send useful links or contact details by text message.
The council has also introduced Automated Callbacks across its customer contact channels. Rather than remaining on hold, customers can choose to receive a callback while retaining their place in the queue, allowing them to continue with their day without losing contact with the council.
How the strategy will work
The council uses data about how residents interact with frequently used services to identify ways of making those experiences faster, clearer and easier to navigate. Feedback from residents will play an important role in shaping improvements.
The strategy will help the council make better use of technology, data and modern systems to improve performance, reduce duplication and deliver services more efficiently. It is intended to provide better outcomes for residents and better value for taxpayers.