THE CHALLENGE
The Town of Port Hedland (ToPH) needed to conduct a comprehensive review and redesign of its Out-of-Hours (OOH) calling system. Over 12 months of call log data had revealed that the majority of calls—75%—could have been automated or required only a simple response. However, inefficiencies in the existing Excel-based call matrix, outdated internal platforms, and misalignment between ToPH and the third-party call agency hindered customer experience and operational effectiveness.
To address these issues, ToPH engaged The Strategy Group to assess the challenges, develop a revised call matrix, and explore automation and technology-driven solutions to improve efficiency and service quality.
THE APPROACH
Employing a customer-centric approach to service design.
In order to streamline ToPH’s OOH call system, we identified key pain points and call categories that could be automated, and facilitated the optimisation of call management. Key activities included:
- Conducting customer, market, and stakeholder research to understand the nature of calls and service gaps.
- Facilitating workshops with Rangers, Security/Infrastructure, and Council Information teams to map out high-priority call types and requirements.
- Collaborating with an Australian call agency to evaluate their Excel Matrix system and determine areas for improvement.
- Developing a new, simplified call matrix that streamlined categories, reduced complexity, and improved alignment with key teams on automation opportunities.
OUTCOMES
A path forward for the piloting of the service.
The project delivered a clear roadmap for ToPH to implement a more efficient OOH calling system:
- Key Considerations for Piloting: The revised call matrix was aligned with customer needs, and an automation feasibility assessment was conducted to reduce manual call handling.
- Service Infrastructure Enhancements: A technical blueprint, new call categories, and process guidelines were developed to support implementation.
- Empowering ToPH Teams: By involving staff throughout the service design process, they became familiar with the new system and empowered to manage and iterate the solution moving forward.
This transformation positioned ToPH to deliver a seamless, customer-focused, and technologically advanced OOH call service.
