TLDR: South Norfolk and Broadland Councils are initiating a one-year pilot program in September, deploying AI-powered virtual agents to handle routine public inquiries online and over the phone. The £149,000 trial seeks to enhance efficiency and customer experience, despite some concerns raised by councillors regarding potential user frustration.
South Norfolk Council and Broadland Council are set to introduce artificial intelligence (AI) bots as the primary point of contact for public inquiries, marking a significant step in their digital transformation efforts. The one-year pilot program, slated to commence in September, will see AI virtual agents handling routine questions both online and over the phone, with an estimated cost of £149,000 to be shared between the two councils.
The initiative aims to streamline operations, reduce costs, and provide a ‘smoother’ customer experience by offering automated responses to common queries such as ‘How do I pay my Council tax?’. Council officers emphasized that the adoption of AI agents is ‘no longer optional’ and is crucial for enhancing the efficiency of council services. They noted that current customer satisfaction rates for inquiries are ‘quite low’ and anticipate that the AI will prevent residents from having to navigate extensive websites for information.
The AI bots will serve as the initial point of contact for all callers. If a virtual agent is unable to resolve a query, the call will be seamlessly transferred to a human customer service advisor. It is important to note that the AI will focus on transactional, routine inquiries and will not handle more personalized or complex matters, such as providing a caller’s outstanding council tax balance.
Despite the projected benefits, the implementation has not been without its reservations. Conservative Councillor Kim Carsok voiced concerns during a South Norfolk Council cabinet meeting, questioning whether the virtual agents might prove ‘more irritating’ for taxpayers than direct human interaction. ‘I wonder if there is a risk that some customers will be more irritated by the virtual agent,’ Carsok stated, adding, ‘I think we all have phoned up a company and had to speak to a computer and didn’t enjoy the experience quite as much as if we were talking to a real person.’
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Council officers, however, remain optimistic, citing examples from other authorities. They project an average deflection rate—where queries are resolved without human intervention—of around 20%, with some councils achieving over 40%. The AI agents will also be available 24 hours a day, seven days a week, offering round-the-clock service. The councils will closely monitor user feedback throughout the trial to assess the effectiveness and public acceptance of this AI-driven approach in public service delivery.
