project overview

Maitland is one of the fastest growing regions in Australia placing pressure on Maitland City Councils existing ways of working and how they interact with customers. The council sought to get ahead of the curve and work with the community to design something they could all be proud of.
Details
business model
B2C
category
Local Government
deliverables
Insights, Vision, Strategy, Roadmap, CX Principles, CX Training, Governance

the design challenge

To align the omni-channel experience with the growing community expectations, whilst supporting Maitland Council's teams to adapt.
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the solution

We kicked off by conducting an operational review, analysing omni-channel interactions and mapping out current and future customer demands. Alongside this, we ran one-on-one interviews and field sessions with customers, staff and councillors to really get the pulse of the existing customer experience. Everything was distilled into relatable stories and personas that staff could easily grasp.

After completing external research with customer experience thought leaders, we used the findings to gauge Maitland's appetite for innovation and progressive customer experience design. We tested out low-fidelity concepts through community focus groups, and the feedback was transparently shared with everyone involved—staff, councillors, and community alike.

Lastly, we wrapped it all up into an actionable narrative, supported by a clear implementation plan, budget and governance model. This wasn’t just about introducing new practices; it was about fostering a cultural shift within the organisation.

To make sure the changes stuck, we also established guiding principles and conducted organisation wide customer experience training.

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the impact

An energised team that went on to courageously implement changes at all levels within the organisation to deliver an ‘un-council like service.’ This included launching a new user friendly website, building a new community hub, and establishing a human centred design capability. But that's a story for another day.

client feedback

"It is safe to say they are the most 'unconsultant' like consultants I have ever dealt with, presenting concepts and information in an easy and accessible way, at a pace rarely seen, which kept the momentum and excitement around the project going. As much as we'd like to keep them a secret just for ourselves, I couldn't recommend them highly enough to any organisation looking to build a new customer experience."
Rachel MacLucas
Executive Manager Vibrant City