The City of Toronto Upgrades Its Non-Emergency Service Communications
Learn how the City of Toronto reinvented its internal systems and improved how they communicate with their community.
1. Connect residents to city services on a single platform.
The City of Toronto comprises 45 divisions, all which found themselves needing to digitize their services. The team needed a flexible system that allowed them to collaborate, share information or resources when it came down to staff and technology, and be able to report on how many touch points were coming in during the pandemic. It was imperative for the team to upgrade their systems to the cloud as they experienced high call volumes flooding their phone lines. Yorke and team took this as a call-to-action to not only live out their mission with their 311 call center, but to connect 311 to multiple communication channels.
Their vision of leadership in terms of changing the culture in how they communicate to the public was now their biggest priority. Toronto saw this as an opportunity to center their focus around the customer journey. “Digitizing our services is key and having a 360 view of the customer always shows data as a form of power,” said Abdi Osman, Senior Systems Integrator, City of Toronto. “We want our services to be accessible so that our customers can reach us no matter the avenue,” added Esther Nunes, 311 Operations Manager– Quality and Performance, City of Toronto. A lot of what the team was doing was through phone interactions, which was great, but they wanted to offer more. They acknowledged that having the options to submit service requests online or through an app, would be key for the team and would essentially increase service delivery.
Understanding customers' touch points in a single [CRM] solution will give the team the ability to follow up, do proactive communications, and free up their phone lines.
3. Strengthen communities through digital innovation.
“We're data-rich now, and we truly understand the transactions and interactions externally and internally throughout 311,'' said Yorke. With more information about citizen touch points, the team now has the context they need to send the right people resolving cases faster without sacrificing quality of service. As the team continues to build on their digital journey, they are already starting to see some noteworthy metrics, including:
Capacity and general performance metrics:
- 600 services made available online
- City programs and services on the site are now available in more than 180 languages
- 500 interactions in the first 2 weeks post launch
- 30,000 followers directly engaging through social media
Service delivery metrics:
- 17% deflection in service requests
- 34% increase in knowledge-based interactions
- 100% of interactions are now captured
- 1.3 million greater transactions