Rochdale Borough Council's Contact Centre: embedding equity, diversity and inclusion into service delivery
Rochdale Borough Council's (RBC) Contact Centre manages approximately 390,000 interactions annually, including 310,000 calls and 80,000 emails, addressing enquiries across 23 council services. As the first point of contact for many residents, the Contact Centre exemplifies our unwavering commitment to the principles of equity, diversity, and inclusion (EDI). We are dedicated to fostering an environment that respects and celebrates the diversity of both our workforce and the community we serve. This commitment ensures that every individual — regardless of their identity, background, or circumstances — receives equitable access to our services and fair treatment.
Central to our EDI strategy is ensuring our staff are well-equipped to address the varied needs of our diverse borough. All team members participate in ongoing EDI training to enhance cultural competence, address unconscious bias, and build inclusivity into daily interactions. We proactively identify and address barriers that might impede equitable access, adapting our processes to better meet the needs of vulnerable populations. Our aim is to ensure our services are representative, responsive, and inclusive, contributing to a borough where all individuals feel valued, respected, and empowered to engage.
Specialist teams supporting inclusive service delivery
Our Contact Centre is divided into 3 specialised teams, each with a clear focus on delivering tailored support:
- Revenue and Benefits Team (R&B): with expertise in Council Tax and Benefits services, this team provides expert support in areas requiring technical accuracy and sensitivity.
- General Operations Team (GO): offering broad expertise across council services, the GO team serves as a flexible and knowledgeable resource for residents with diverse enquiries.
- Social Prescribing Team: this team adopts a holistic, person-centred approach to assist residents facing complex social, economic, or health-related challenges.
Our teams reflect the rich diversity of the borough, incorporating varied backgrounds, experiences, and perspectives into their work. This diversity enables a deeper understanding of our residents’ needs, fostering empathy and innovation in service delivery.
Delivering exceptional customer service with collaboration at the core
What brings together all 3 teams is their shared commitment to delivering exceptional customer service. Through advanced training in communication, expectation management, and effective problem-solving, our team members make sure every customer feels heard and supported. Strong internal collaboration, both within the Contact Centre and with other council services and external agencies, supports our operations. This collaborative approach ensures seamless service delivery whilst maximising impact for residents.
Our vision for the Contact Centre is to deliver a comprehensive, holistic customer service, embedding EDI principles into every interaction. By tailoring our support to meet the diverse needs of our residents, we contribute to a borough where inclusivity is not an aspiration but a reality.
Case study: transforming accessibility through EDI practices
Challenge
A resident, Mr Ahmed, who speaks limited English and has a visual impairment, faced difficulties understanding his Council Tax responsibilities. His frustrations grew when written communications were inaccessible.
Action
The Revenue and Benefits Team (R&B) understood Mr Ahmed needs and to address this they holistically supported him with:
- Accessible information: key documents were provided in Braille
- Personalised support: a bilingual staff member assisted him during follow-up calls to explain the necessary steps clearly and empathetically.
Outcome
By removing barriers and tailoring the service, Mr Ahmed was able to meet his Council Tax obligations confidently. Moreover, the positive experience encouraged him to engage with other council services, improving his overall wellbeing. This case highlights how embedding EDI principles into operations not only addresses individual challenges but also fosters a culture of trust and inclusivity within the community.