Improving customer experience
Published
Monday 10 November, 2025
Updated
Monday 10 November, 2025
Swale Borough Council is paving the way for more accessible, responsive and efficient services, after councillors agreed a new Customer Experience Strategy last week (5 November).
The new plan focuses on making it easier for residents to interact with the council.
It was developed after listening to feedback from residents, businesses, partners, and staff.
The strategy addresses residents' evolving expectations for faster, more personalized services that are available 24/7.
It aims to improve online self-service options, making them simpler and easier to use.
This comes after a recent consultation showed 98% of residents have access to the internet and 89% are confident using digital services.
While improving digital access, the plan also includes strong support for vulnerable residents.
A key part of the strategy is providing targeted support and resources to the digitally excluded and most vulnerable members of the community.
The council will work alongside community groups to provide digital assistance and ensure no one is left behind.
A consultation held earlier this year helped the council create five customer experience promises, to make sure it offers the best and most accessible customer service possible.
The council’s five key customer experience promises are:
- Simplicity - residents know what to expect and an excellent self-service option
- Listen & Learn - proactive partnership working while asking for and listening to feedback
- Accountability & Respect - being open and honest and achieving value for money
- High Standards - highly trained, empathetic and caring staff
- Support for Vulnerable – address barriers to accessing information
An action plan has been developed to deliver this new strategy over the next three years, which aims to streamline interactions, gather insights and adapt to feedback.
Cllr Tim Gibson, leader of the council, said:
"We have hundreds of thousands of contacts with local people every year and officers do an excellent job helping people with a wide range of requests.
“We know some people don’t always have a positive experience, that is why we asked for your honest feedback so we could improve our services.
“We are committed to providing services that are easy to find, simple to use, and inclusive for all, whether accessed online, over the phone, or face to face and this strategy will help us achieve this.”
Cllr Hannah Perkin, chair of the Housing, Health and Community Committee, and the lead for customer experience, said:
“Accessibility is at the heart of this strategy. We are committed to designing services that are easy to find, simple to use, and inclusive for all, whether accessed online, over the phone, or face to face.
“We want to encourage people to self-serve where possible, while providing tailored support for those who do need extra help.”
You can read the full strategy on the council's website. swale.gov.uk/customer-experience-strategy
