Centrelink annual report 2003 – 04 Contact officer
IMPROVE THE EFFECTIVENESS OF OUR INTERACTIONS WITH BUSINESS
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- Income Confirmation service
- Customer Confirmation e-Service
- IMPROVE OUR IMAGE IN THE COMMUNITY
- Property management
- Good news campaign
- International Day of People with a Disability
- National Families Week
IMPROVE THE EFFECTIVENESS OF OUR INTERACTIONS WITH BUSINESSMedical liaison projectIn May 2003, Centrelink began implementing a communication strategy with the medical community. The strategy was designed to focus on relationship building with the medical community on a local level through Medical Liaison Coordinator positions located in each Centrelink Area Support Office. During the year, the Medical Liaison Coordinators worked with Customer Service Centres to develop and establish sustainable relationships with the medical community across Australia. Each area coordinator was responsible for raising the profile of the project in their area and supporting staff in Customer Service Centres. This included developing outreach plans with each Customer Service Centre, assisting with appropriate presentation material, identifying the target audience, and establishing the most suitable way to work with the medical community. Improved relationships resulted because:
Income Confirmation serviceIntroduced in October 2002, Income Confirmation allows state and territory housing authorities to receive a Centrelink customers’ income and payment details electronically so they can determine eligibility for housing assistance. As part of the service, a customer must authorise Centrelink to release their details electronically to housing authorities. The main benefits are:
From 1 July 2003 to 30 June 2004, Income Confirmation recorded 291 616 transactions. Future directions for Income Confirmation services include:
Customer Confirmation e-ServiceCustomer Confirmation e-Service (CCeS) allows organisations, such as utility companies and local councils—who give concessions to certain Centrelink customers—to use the Internet to confirm the customer’s payment status. Covered by a strict security, privacy and confidentiality regime, the service is provided on a small fee-for-service basis and can be used once a customer gives their consent for the release of limited details. As at 30 June 2004, there were 289 concession providers using CCeS. In a joint initiative with the Department of Veterans’ Affairs (DVA), CCeS also allows concession providers to confirm the concession status of DVA customers. There are currently 198 combined Centrelink/DVA concession providers using CCeS for this reason. Future directions for Customer Confirmation e-Service include:
IMPROVE OUR IMAGE IN THE COMMUNITYCentrelink continued to build its recognition and reputation in the community throughout 2003–04. Network marketing trialA customer’s most tangible experience with Centrelink is in Customer Service Centres. Feedback from research and from customers shows that customers need a more consistent and predictable environment where it is easy to join a queue, see a Customer Service Officer, or pick up printed information about payments and services. During the year, the Network Marketing project trial in Tasmania was developed and implemented to test the best approaches to meeting these needs. The idea was to develop marketing guidelines and tools for Customer Service Centres that would deliver the consistency customers were asking for; would Benefit staff and the community; and would ensure a consistent Centrelink image. Benchmark research helped to set project priorities, which included the need for better product information displays and display infrastructure, as well as a review of marketing guidelines. Trial changes have included a new ‘look and feel’ for public contact areas; a new front of- house video; prioritised and logical brochure display units; and promotional thematic displays. The project was fully implemented by early June 2004, and initial top-line evaluation reports are very positive. Roll-out of Network Marketing nationally depends on funding availability.
Co-brandingIn late December 2003, Centrelink received formal direction and instructions from the Department of Prime Minister and Cabinet in relation to co-branding that is, combining Centrelink’s existing logo and the Commonwealth crest. In line with the direction all new forms and publications are being co-branded with changes to Centrelink’s website largely in place by 30 June 2004. Co-branding will continue to be rolled-out across the organisation during 2004–05.
New, geographically zoned, cleaning contracts were progressively implemented from November 2003. The whole Customer Service Centre network is now covered by contracts that have resulted in much improved standards of cleaning. At the same time, there have been significant reductions in cost. Consistency and quality of presentation is also being addressed through the three year appointment of Woodhead International in February 2003 to provide services as Centrelink’s corporate architect. This contract will complement the existing property and architectural design work already done by the Area Support network. New fi tout design standards for Customer Service Centres, Call Centres, Processing/Contact Centres and Area Support Offices will be established and documented. All building technical standards will also be reviewed. The work will help Centrelink to make informed decisions when selecting future Office sites, through closer alignment to Centrelink business directions, image and style. The national focus of the contract should also deliver more consistency across the network in Office design and layout.
The result was a significant spread of grass-roots news stories, with 95.2 per cent of Centrelink Customer Service Centres, Call Centres and other service outlets experiencing positive exposure in their local media. International Day of People with a DisabilityIn 2003–04, Centrelink provided support to the National Information and Communication Awareness Network to coordinate International Day of People with a Disability celebration. Additionally, Centrelink supported the day by holding events in communities around the country. In Australia, the International Day is seen as a significant event within the disability sector and an opportunity to celebrate and recognise the achievements of people with disabilities. The day involves little financial cost to disability organisations because it centres on people with a disability and their contribution to our society, rather than a fundraising ‘cause’. NAIDOC WeekFor Australian Indigenous people, one of the most important weeks this year was 7 to 14 July. During NAIDOC (National Aboriginal and Islanders’ Day Observance Committee) Week, Indigenous people join together in celebration of the survival and continuation of their culture. As part of their ongoing support and commitment to Indigenous people, Centrelink joined in the NAIDOC Week celebrations. Staff at Offices around the country took part in community events such as fl ag-raisings and cultural performances. NAIDOC Week continues to grow each year and Centrelink is proud to be a part of it. National Families WeekNow in its second year, National Families Week was held from 9 to 15 May 2004. The event aimed to build awareness of issues relating to families and to recognise the important place of families in the Australian community. National Families Week coincided with Mothers Day on 9 May and the International Day of the Family on 15 May, making it a busy week for Australian families. Families Australia, a national peak organisation promoting issues facing Australian families, was funded by the Department of Family and Community Services to coordinate the event nationally, and worked closely with Centrelink in this role. The theme for National Families Week in 2004 was ‘Celebrate Your Family’, and in line with this theme more than 120 Centrelink sites hosted grass-roots celebrations. The activities included information stalls and sausage sizzles at Centrelink Customer Service Centres; art competitions displaying family-themed artworks by school children, visits to hospitals to present new mums with bouquets of flowers; and family festivals held at shopping centres and community venues. A National Families Week special edition of Centrelink’s Community Update magazine commemorated the event and was mailed to more than 20 000 community organisations around Australia. National Families Week provided an opportunity for Centrelink to demonstrate its commitment to supporting Australian communities and strengthening the quality of life for Australian families.
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