In a major move toward digital transformation, South Norfolk and Broadland Councils are introducing AI phone bots to handle customer service calls. This new technology will answer routine questions about local council services and council tax enquiries. The goal is to improve service efficiency and reduce call wait times.
The £149,000 pilot project will roll out in September 2025 and could become permanent if successful. The cost is split between the two councils, with the trial expected to last one year. The councils believe that integrating AI phone bots is a vital step forward, as resident satisfaction with current services remains low.
Why Councils Are Turning to AI Now
At a recent cabinet meeting, council officers said the shift to AI phone bots is no longer a choice but a necessity. Budget pressures, limited staffing, and growing customer complaints have forced councils to look for smarter solutions. AI offers round-the-clock availability and can answer basic questions instantly.
The councils will use the bots to answer questions like how to pay council tax, where to find specific forms, and what services are available in certain towns. More complex or personal enquiries will still be handled by human customer service agents.
How the AI Phone Bots Will Work
When residents call South Norfolk or Broadland Council, an AI bot will be the first to answer. If it can resolve the issue, the call will end there. If not, the system will transfer the caller to a human advisor. This way, only complex or unique queries will need human input.
The councils emphasise that the bots will not deal with sensitive issues such as checking a caller’s outstanding tax balance. Their main function is to handle general, repetitive questions that currently consume staff time and slow down service.
Concerns and Criticism from Councillors
Not all are confident that AI bots will enhance customer service. Kim Carsok, a Conservative councillor, expressed worries during the meeting. She explained that many people think virtual agents are annoying, and prefer to be dealt with by human beings. In this sense, Carsok’s remarks illustrated a larger fear that AI could create frustration, rather than solve it.
Nevertheless, council officers said satisfaction levels are already low; many people do not get the right information when they use online tools. Others wait too long to get through to a member of staff. Officers believe that AI phone bots could eliminate these barriers and make communication easier.
Balancing Innovation with Resident Expectations
The councils are aware that introducing AI technology requires careful planning and monitoring. While they aim to reduce costs and waiting times, they also want to ensure that residents don’t feel ignored or misunderstood by machines. Human agents will remain a backup in every case.
The trial’s success will be measured by user feedback, call completion rates, and overall cost savings. If these indicators show improvement, the council’s plan is to make the system permanent.
The Bigger Picture for Local Government
South Norfolk and Broadland aren’t the only councils considering AI solutions. Local governments across the UK are implementing digital tools to meet increased demand for services without increasing costs. AI phone bots in particular, may provide an answer to some local governments’ needs, especially for those repetitive enquiries that don’t need ‘personal’ assistance.
If this pilot proves successful, it could encourage other councils to take a similar leap of faith in their organisations and put in place similar systems to modernise how they do business and how they treat and engage with the public.
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