When you think of cutting edge marketing campaigns, local government is certainly not the first industry that comes to mind.
But that might be about to change!
There are a handful of creators around the world working to improve the way governments convey their message to citizens, and we were lucky enough to speak with one such innovator.
Collin Rainey worked with the Indiana State Government to revamp the way they communicate with small business owners in the state. In the process, he helped them save over $200,000!
Here’s his full story👇
Starting and running a business is a bureaucratic process. Business owners often have to interact with multiple branches of their local, state, and federal governments to ensure that their business has all the right certifications and registrations to operate legally. To make this process easier in their state, the government of Indiana setup an initiative called INBiz.
INBiz is a one-stop online portal that lets entrepreneurs communicate with the various departments of the state government involved in business formation. From tax registration to trademark filing to any of the dozens of other processes that go into running a business, INBiz has Indianans covered.
Call Center Woes
INBiz had to set up a robust customers service operation to field the inevitable flood of questions they’d get from their users. Their initial approach to this challenge was a conventional one: call centers. If business owners had a question while using INBiz, they were directed a helpline where a customer service rep could resolve their queries over a call.
But they soon found out this just wasn’t enough. Colin explained to us, the ratio of queries to support agents was high and wait times were skyrocketing.
To make matters worse, the call center could not field queries after work hours
Within this diverse group the range of support that each business owner needs varies. Some need to be guided through the entire process. Others are relatively tech savvy and have quick, easy-to-answer queries that need to be answered (usually interpreting a specific government-ese terminology) before they can complete the process by themselves.
Using a call center only approach, the latter group of people ends up waiting over on hold to have their questions which should take 30 seconds to answer.
Also missing the ability to answer customers after hours. This is important because a lot of prospective business owners have day jobs and work on starting their business after hours.
Additionally costs. Since all customers, irrespective of query complexity are handled by the call center even a question as simple as where is the print button would incur a cost at the call center level to handle the query.
Interested in being interviewed on an episode of TARS conversations?
Reach out to Arnav at firstname.lastname@example.org and we’ll set it up.