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The Chairman welcomed Councillor Burroughes - Cabinet Member with responsibility for Customer Experience, ICT and Commercial Partnerships. The Committee had previously advised that the session would focus on two areas of the portfolio, namely, the Leisure Commercial Partnership and Customer Services.
Councillor Burroughes introduced the Leisure Commercial Partnership in summary, as follows:
- East Suffolk Council delivered leisure services at five leisure centres provided in partnership with Places Leisure and Everyone Active
- Everyone Active was responsible for providing leisure services in the north of the District since 2020 at Waterlane in Lowestoft and the newly refurbished and renamed Waveney Valley Leisure Centre in Bungay
- Since 2015, Places Leisure operated the centres in Leiston, the Deben Pool in Woodbridge and the Brackenbury Centre in Felixstowe in the south of the district
- A major capital investment programme had been undertaken to update, refurbish and refresh most of the centres at a cost of over £15m.
The contracts varied between the 2 operators due to the number and type of facilities they operated and as a result of improvement and redevelopment of the assets which had been reflected in variances in the management fees. The redevelopment of the leisure centres and maintaining their condition and quality was key to the performance of the contracts. The contracts were monitored and overseen at quarterly partnership board meetings.
The impact on services during the pandemic when all leisure facilities were closed by the government was considerable. There was a significant financial impact upon operators and their staff which had been mitigated by support from government funds and the furlough scheme which had enabled employees to be retained. The Council was also successful in applying for a government grant of £570,000.
Over 600,000 visitors had used the facilities in the year to date, with swimming returning to almost 100% of pre-pandemic levels, whilst gym usage was at 85%. Data indicated that obesity rates were increasing and consequentially, it was important that the Council continued to offer affordable leisure options to everyone within the District.
The challenges were around future financial pressures including the rising cost of utilities. Some operators had to close their swimming pools due to the high cost of heating. The Council had taken mitigating measures by adding pool covers throughout the centres to keep them open and reduce the cost pressure. The Council was also taking action to reduce its carbon footprint at all centres working with its development partners, Pulse and Build, and a decarbonisation report was due to come before Cabinet in March to explore the possibility of the installation of PV solar panels and air source heat pumps across some assets.
The contractual element of the leisure service in particular was a significant strand within the Council's Strategic Plan focused on the key themes of delivering Financial Sustainability, maintaining vibrant communities and embedding relevant data as part of its digital theme. All current contracts would run until 31 March 2029 when the leisure service for the District would be put out to tender.
Councillor Goldson declared an Other Registerable Interest as Chairman of Halesworth Campus Ltd.
The Chairman thanked the Cabinet Member for his introduction and asked why usage of the leisure centres had not yet returned to pre-Covid levels. Councillor Burroughes explained that users had choices about how they would spend their money, and economic pressures were impacting on those choices. Whilst leisure centre usage had not yet returned to capacity, swimming pool usage had. In response to Councillor Yule, the Strategic Director confirmed that school usage of the pools had recovered to pre-Covid levels. Councillor Topping probed further to enquire as to where the previous gym users had gone, and whether any incentives were offered to encourage their return. Councillor Burroughes advised that during the pandemic, people had started to exercise more at home, purchasing the necessary equipment. In terms of incentives, those were targeted by the provider to those most in need of health improvement interventions and promoted on the Council's website.
In responding to Councillor Lynch, Councillor Burroughes confirmed that the Council was keen to reduce the carbon footprint of its leisure provision. An options report would be presented to Cabinet in the spring and the Strategic Director detailed that alternatives to gas energy would be explored. A credible range of options would be presented to Cabinet, to include air source heat pumps and photovoltaics. The report would illustrate a cost comparison with gas energy provision, including maintenance, and any replacement infrastructure. Councillor Burroughes cautioned that not all buildings would be suitable for alternative power sources.
There being no further questions, the Chairman invited the Cabinet Member to introduce the Customer Services area of his portfolio.
Councillor Burroughes explained that during the Covid pandemic the service had to change to reduce demand and free up capacity. Interactive Voice Response tools were used to inform customers of relevant service changes, and enable greater demand and resource management. Resources had to be diverted and be flexible enough to ensure resilience, take on new services, and maintain support for customers and colleagues. Face to face contact points were closed in order to keep staff and customers safe. During the pandemic over 2,000 vulnerable residents were assisted including 1,800 community referrals, in addition to over 175,000 phone calls and over 22,000 emails mostly relating to Council Tax, Garden Waste, and ESC tenants.
During the pandemic, 65 staff had to quickly adapt to the implementation of a virtual call centre. Measures had to be put in place to move from a traditional call centre management approach to fully remote working. New services were integrated at short notice, to help support the NHS, and to support the Home but Not Alone call service. Outbound call work was new for Customer Service Agents but with additional support and training it had proven successful.
Work was continuing across all departments to gain buy-in and support for an ‘experience’ approach particularly the need for end-to-end service delivery, to utilise and learn from customer feedback and to improve public confidence, increase satisfaction, minimise failure demand, and reduce resource pressures.
Councillor Burroughes explained that a brand-new Customer Service Delivery Model known as our One Front Door had been implemented and was designed to be both proactive and responsive to the needs of customers. Digital Champions had been established to encourage and inform residents about online services.
A redesigned customer access and digital coaching approach had proven to be successful. Historically, the public facing offer was only delivered at the Marina Customer Service Centre, and Felixstowe, Beccles and Woodbridge libraries 5 days a week. Since the pandemic, the analysis of the operational data had shown a significant shift in the way the public contacted and used council services. Consequentially, the Council now had a presence in more locations across the District than previously. Together with a digital coaching approach, the Council now operated 2 days a week at the Marina Customer Service Centre in Lowestoft, and also now in Aldeburgh, Felixstowe, Halesworth, Leiston, Saxmundham & Woodbridge libraries. This was based on demographic need but also allowed the service to be available for those who had specific needs and who needed support in a face-to-face setting.
Due to the cost of living crisis, a comprehensive support service was available to customers through the Council's Financial Inclusion Officers, particularly for those who had limited online experience and ability or who were nervous about going online. Residents within areas of East Suffolk who were vulnerable were offered specific customer access points to offer bespoke assistance where required. This provided greater flexibility to react and adapt where demand was apparent less cost. The service would continue to evolve over time according to data analysis and research.
The One Front Door approach would ensure a customer centric approach to service delivery, across a variety of channels to maximise resources, improve first contact rates and accessibility for customers, reduce failure demand and touch points of dissatisfaction. The model would flex to meet the changing needs of customers and other pressures as well as being able to support local partners. This work had also released capacity in other departments and had created efficiency savings.
A Call Performance Framework had been implemented to provide call monitoring and to identify staff training needs alongside areas of performance improvement. A new data capture system called Every Contact Counts had been introduced to better understand demand and customer insight to inform and influence decision making.
The coming year would see the evolution of the service offer to continue to deliver a flexible approach to service delivery, to meet the changing needs and expectations of customers and residents through channel choice. The Marina Customer Service Centre was being refreshed and would offer a remodelled setting for customers.
The Chairman thanked Councillor Burroughes for his introduction and invited questions from Members.
Councillor Green was pleased to hear that the number of Customer Service desks had increased but was concerned that there was only 5 hours of staffed service in Felixstowe and queried whether the floorspace in the library could be better used. Councillor Burroughes advised that support was targeted to those that needed help, through channels that were best aligned to their needs, some interactions were best completed online, and other interactions face-to-face or over the telephone. The floorspace in the library was not a long term arrangement and was under review. The strategy for the service going forward was the 'One Front Door' approach.
In response to further questions and observations from Members, Councillor Burroughes and Officers clarified that there had been 182 requests for assisted bin collections during the financial year to date; and confirmed that the One Front Door approach would enable signposting to other authorities and service providers as necessary, as it was intended to be a triage style service, for example taking on tenant repair calls from January 2023.
The Chairman thanked Councillor Burroughes and Officers for their attendance and participation.
RESOLVED
That the information presented by the Cabinet Member be noted and the Cabinet Member and Officers report back to Members on the following Matters Arising:
- What is the target timescale for Customer Services answering telephone calls? And what is the current performance against that target?
- Which services are within the scope of the ‘One Front Door’ Customer Services initiative?