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In an era where customer experience drives brand loyalty and commercial success, businesses are increasingly re-evaluating how they manage customer engagement. One of the most significant shifts in recent years has been the rise of outsourced contact centres—not just to offshore providers, but to high-performing, onshore specialists.

To understand this evolution, Contact Centre Magazine spoke with Richard Forrest, Chairman of Forrest Contact, an Australian-based contact centre and business process outsourcing (BPO) provider. Forrest, a recognised expert in B2B lead generation and customer service delivery, shares insights on why more businesses are choosing to outsource contact centre operations and how the onshore model is redefining customer engagement.

Traditionally, outsourcing was viewed through a financial lens. Businesses, particularly those in highly competitive sectors such as retail, finance, and telecommunications, sought to reduce operational costs by relocating customer service functions offshore. But as Richard Forrest explains that narrative is changing.

“Organisations are realising that cutting costs at the expense of customer experience is short-sighted,” he says. “Today, businesses are outsourcing for strategic reasons—not just financial ones. They want to provide better customer experiences, improve flexibility, and scale efficiently without sacrificing quality. That’s where onshore contact centres come in.”

According to Forrest, this shift reflects a broader reorientation toward service excellence. “The difference now is that businesses are asking: how can we deliver a better experience, not just a cheaper one?”

While offshore outsourcing still has a place, renewed interest in onshore providers is driven by tangible benefits. There’s more at stake than geography. Language fluency, cultural familiarity, and time zone alignment directly impact service quality and customer satisfaction.

“Language fluency, cultural understanding, and local market knowledge are non-negotiables when your business is committed to delivering a premium customer experience,” says Forrest. “It’s not just about answering the phone; it’s about understanding the customer’s context, nuance, and expectations.”

Onshore contact centres typically deliver faster resolution times, more empathetic interactions, and better customer satisfaction scores. Forrest notes that today’s customers are less tolerant of scripted, impersonal responses that fail to resolve their issues or reflect their tone.

“The post-pandemic customer values connection. When something goes wrong, they want to speak to someone who understands them—not just their problem.”

A growing area of demand is overflow management. Businesses that operate their own customer support teams often perform well—until they’re stretched beyond their limits. Peaks in demand, seasonal surges, or unexpected events can create sudden pressure that in-house teams aren’t equipped to handle.

“We work with companies that are capable under normal conditions, but they hit a wall when things spike,” says Forrest. “It might be a new product launch, a marketing campaign, a system outage, or even just end-of-quarter service requests. That’s where we provide immediate capacity without compromising quality.”

Beyond overflow, Forrest highlights the role of outsourcing in addressing skillset gaps. Some internal teams don’t have the experience required for outbound lead generation, appointment setting, onboarding calls, or complex sales engagement.

download ebook on www.forrestcontact.com.au.

“Sometimes outsourcing isn’t just a stopgap—it’s a strategic enhancement. We bring expertise, systems, and trained people to functions that a business may never specialise in internally.”

Hybrid models are also on the rise. Many businesses are blending in-house teams with outsourced support to balance control, expertise, and scalability. Forrest Contact increasingly works as an extension of internal customer service and sales teams, handling specific segments such as B2B telemarketing, lead generation and qualification, or product support.

“We’re not replacing their team—we’re augmenting it. That’s the distinction,” Forrest says. “Our role is to deliver specialised support, while allowing businesses to focus on what they do best.”

Modern outsourcing is data-driven. Clients now demand visibility, accountability, and performance insights from their contact centre partners. Forrest Contact provides clients with analytics dashboards, call reports, quality assurance feedback and lead conversion tracking.

“Clients want transparency. They want to see what’s working, what isn’t, and where to adjust. That’s exactly how it should be,” Forrest explains. “We’re not a black box—we’re a partner invested in performance outcomes.”

Importantly, Forrest sees outsourcing not merely as an operational tool but as a growth enabler. Businesses are increasingly bringing contact centre strategy into their broader commercial planning, viewing it as a lever to drive sales, deepen loyalty, and optimise resources.

“Outsourcing is no longer the domain of reactive decision-making. It’s part of the business development strategy,” Forrest notes. “We’ve moved from the cost centre mindset to value creation.”

Despite the widespread adoption of automation and AI tools, Forrest is confident that human interaction remains irreplaceable in the contact centre environment. He sees AI as an enabler, not a substitute.

“AI has a valid role, particularly in back-office and self-service channels. But when it comes to persuasion, empathy, negotiation, and problem-solving, people want to deal with people. That human conversation still matters.”

In fact, he believes that as consumers become increasingly weary of automation, human engagement will become a differentiator.

“We’re already seeing pushback from customers who feel dehumanised by chatbot loops and scripted workflows. When they’re spending money or facing a problem, they want to feel heard.”

As Forrest Contact continues to grow its service offerings and client base, Forrest sees the future of contact centre outsourcing being anchored in three pillars: specialisation, flexibility, and measurable performance. And it’s clear that the businesses embracing these values will be the ones delivering customer experiences that go beyond service to drive long-term loyalty and commercial success.

HCLTech and Microsoft are taking customer service innovation to the next level by strengthening their strategic partnership. Together, they are set to transform contact centres using cutting-edge generative AI and cloud solutions. This collaboration promises to redefine customer interactions, making them faster, smarter, and more personalised.

Driving Innovation in Contact Centres with Generative AI

As part of this initiative, HCLTech will become the exclusive professional services partner for the existing Nuance Enterprise Professional Services contracts, a Microsoft unit until January 2024. This shift marks a major milestone in their collaboration and will see more than 550 Nuance employees join the HCLTech team, further enhancing its expertise in the rapidly growing Contact Centre as a Service (CCaaS) market.

To facilitate this transition, HCLTech is launching a “Nuance Migration Factory,” a dedicated program designed to migrate Nuance’s advanced contact centre solutions to Microsoft Dynamics 365 Contact Centre. By adopting Dynamics 365 as its preferred platform, HCLTech aims to provide businesses with a seamless integration of professional services, self-service applications, and AI-driven tools like Microsoft Copilot.

A Partnership Shaping the Future of Customer Experience

The partnership also includes a comprehensive suite of services, such as system integration, application development, and migration support, all underpinned by AI transformation expertise. This robust offering is designed to help businesses adopt next-generation tools and provide a superior customer experience.

Anil Ganjoo, Chief Growth Officer for the Americas at HCLTech, highlighted the company’s dedication to driving innovation, saying that HCLTech is taking a significant step forward in leading AI-powered advancements within the expanding CCaaS market. He further emphasised that the collaboration with Microsoft reflects a mutual commitment to enhancing customer experiences through cutting-edge technology solutions.

Sharing similar excitement, Charles Lamanna, Microsoft’s Vice President for Business and Industry Copilot, praised the strengthened collaboration with HCLTech. He noted that the partnership aligns with their shared goal of utilising AI to revolutionise the CCaaS industry, emphasising that this joint effort is setting the foundation for a transformative era in customer service.

HCLTech, a global leader in technology services, employs over 220,000 people across 60 countries. For the year ending December 2024, the company reported impressive consolidated revenues of USD 13.8 billion. With expertise spanning digital transformation, engineering, cloud computing, and AI, HCLTech serves industries ranging from financial services and healthcare to manufacturing and telecom.

This partnership highlights the increasing role of artificial intelligence in reshaping industries worldwide. By combining HCLTech’s global reach and technological expertise with Microsoft’s advanced AI capabilities, the two companies are setting the stage for a smarter, more efficient future for customer service.

Transforming Customer Service with AI and Cloud Solutions

For businesses, the integration of AI-powered tools into contact centres offers immense potential. From automating repetitive tasks to providing hyper-personalised customer support, these solutions are designed to save time, reduce costs, and improve satisfaction. For customers, it means quicker resolutions, more accurate assistance, and a seamless service experience.

As the partnership unfolds, businesses and customers alike are eager to see how these innovations will transform their day-to-day interactions. It’s clear that the future of customer service is here, and it’s being shaped by the combined efforts of HCLTech and Microsoft.

What’s your take on AI stepping into the customer service space? Do you believe these advancements will create a better experience, or do you still prefer the personal touch of human interaction?

Over the last seven years, Google has steadily made its way into the contact centre industry. While its presence has been growing, many are still waiting for the tech giant to take a more significant step forward in the contact centre industry. The big question now is: Could 2025 be the year Google finally makes a bold move in the contact centre industry?

A Steady Expansion into the Contact Center Space

Google’s journey into the contact centre space began back in 2018 when it launched its AI suite, offering tools like agent-assist, chatbot-building capabilities, and real-time transcription. These initial offerings allowed companies to enhance customer interactions through the use of artificial intelligence, but they were just the beginning of what would follow.

In 2022, Google significantly expanded its contact centre offerings with the launch of a full Contact Center as a Service (CCaaS) platform. The new platform included several features familiar to the sector, such as an agent desktop, IVR (Interactive Voice Response) systems, and support for multiple customer engagement channels. This marked a major step in Google’s commitment to the contact centre industry, offering a more comprehensive solution for businesses looking to improve their customer service operations.

Challenges in Making a Big Impact

Following this, there was a quieter period for Google, with less public activity in the contact centre space. However, 2024 saw the company gain some significant wins. Among these was a major 10,000-seat deal in North America, a deal that highlighted Google’s growing influence in the CCaaS market. Additionally, Google launched the Customer Engagement Suite with Google AI, which further strengthened its position. Despite these advancements, there remains a sense in the industry that Google has yet to make its “big statement” in the contact centre space.

According to Liz Miller, VP & Principal Analyst at Constellation Research, many in the sector are questioning whether Google is truly serious about becoming a major player in the contact centre market. While companies like Cisco have clear plans for the future, Google’s path in the sector still seems somewhat uncertain. While Google has gained traction, especially with its AI capabilities and cloud infrastructure, there’s still a question of whether it can transition from simply offering tools to becoming a recognised and competitive CCaaS provider.

The Role of AI and Custom Solutions

One of Google’s biggest advantages is its strong momentum in artificial intelligence, especially with its standout product, Gemini. Google’s AI capabilities, including its ability to create custom models from customer conversations, could provide it with a unique edge in the contact centre market. This could potentially help businesses track customer trends and automate actions based on these insights. However, analysts like Miller believe that Google has yet to fully capitalise on this opportunity. There’s a real chance for the company to use its AI tools in a way that could transform the way enterprises handle customer service.

Despite its strengths, Google has faced challenges in marketing its enterprise efforts. In areas like Unified Communications, where the company has made attempts to compete with big names like Microsoft, Slack, and Zoom, its efforts have often lacked the backing needed to compete effectively. This has led to some scepticism about whether Google can successfully pivot from providing basic contact centre intelligence to offering a fully realised CCaaS solution that competes with established leaders like NICE, Genesys, and Five9.

Looking Ahead to 2025

As 2025 approaches, Google finds itself at a crossroads. The company has the AI, cloud infrastructure, and competitive pricing to make a significant impact, but it still needs to prove it can truly challenge the big players in the contact centre industry. If Google can fully harness the power of its AI, particularly with its Gemini product, it may have the potential to fundamentally change how businesses approach customer service.

For now, it remains to be seen whether Google can take the next step and make its big move in 2025. The industry will be watching closely, as the future of contact centres may depend on how Google navigates this space. With AI advancements and a growing portfolio of tools, Google has the potential to redefine customer service operations, but only time will tell if it can deliver on that promise.

Image Credit: https://www.cxtoday.com/contact-center/the-google-contact-center-ai-platform-is-now-generally-available/

Telstra is taking a bold step to strengthen connectivity in Australia with its latest partnership with SpaceX. The telecommunications leader announced an agreement to utilize SpaceX’s Starlink satellites to trial satellite-to-mobile services. The initiative begins this year with text messaging capabilities addressing Australia’s connectivity challenges.

The initial phase of the partnership focuses on enabling SMS functionality on compatible devices, with a commercial rollout planned once the trials are completed. While the current scope is limited to text messaging, Telstra has ambitious plans to expand the offering. The company plans to include voice and low-speed data services in future developments. This will eventually ensure that smartphones across Australia can connect, even in the most remote locations.

Shailin Sehgal, Telstra’s group executive of global network and technology, identified the critical role this technology will play in Australia’s vast and challenging terrain. “Australia’s landmass is vast, and there will always be large areas where mobile and fixed networks do not reach. This is where satellite technology will play a complementary role to our existing networks,” he explained. With Starlink covering most of the country, the initiative will greatly improve mobile access across Australia.

Currently, Apple iPhone 14 and newer models can utilize Starlink for Emergency SOS mode, allowing users to send text messages to emergency services via Globalstar satellites. Telstra’s new satellite-to-mobile service goes beyond emergencies. It lets users send SMS to anyone within Starlink’s coverage.

Telstra’s relationship with Starlink is not new. In 2023, the telco signed an agreement with Elon Musk’s company to provide Starlink-powered home broadband and voice services for residential and small business customers. Its Satellite Home Internet service launched last year, giving Telstra a strong presence in the satellite broadband space.

The move to satellite-to-mobile services builds on Telstra’s earlier achievements and follows a comparable collaboration between SpaceX and Optus. Optus had previously announced plans to launch satellite-to-mobile SMS in 2024, with voice and data services to follow in 2025. As competition intensifies, Telstra’s partnership with Starlink signals its determination to lead in satellite-enabled connectivity.

This initiative highlights the growing importance of satellite technology in overcoming the challenges posed by Australia’s expansive and often remote geography. Telstra’s approach extends mobile connectivity to underserved areas benefiting individuals, businesses, and emergency services alike.

As trials begin this year, attention will turn to Telstra and SpaceX to see how this innovative partnership influences the future of connectivity in Australia. For customers, it represents a step closer to effortless communication, no matter where they are. For the telecommunications industry, it’s a glimpse into the exciting possibilities of satellite-to-mobile technology.

The Commonwealth Bank is making waves by testing a new AI-driven chatbot named “Hey CommBank.” This cutting-edge tool, inspired by ChatGPT, is currently being trialed by the bank’s employees, who are also customers. It’s a bold step that could change how customer service works while sparking conversations about the future of jobs in the banking sector.

Currently, the Commonwealth Bank employs around 2400 call centre staff who handle up to 50,000 customer calls daily. These employees provide essential support, assisting with everything from account inquiries to complex financial questions. Introducing an AI chatbot like Hey CommBank could reshape this dynamic, offering an alternative way to interact with customers.

The chatbot has been designed to provide answers in a conversational and approachable manner, drawing from the bank’s extensive data. For instance, it could guide customers on how much they need to save to achieve their dream of owning a home or address common financial queries quickly and efficiently.

This trial is part of the bank’s more significant push into artificial intelligence, supported by Amazon’s AI Factory. The bank recently became the first in Australia to use this state-of-the-art technology, which allows for safe testing and development of AI solutions. The goal is to ensure these tools are effective and responsible before rolling out on a broader scale.

Andrew McMullan, the bank’s Chief Data Officer, highlighted the importance of this approach. He explained that the chatbot is being evaluated to ensure it can engage effectively with customers while maintaining high safety standards. For the bank, it’s not just about efficiency but also about improving the overall customer experience.

Artificial intelligence is already being used behind the scenes at Commonwealth Bank to monitor service calls. These calls can now be transcribed in just over a second, and the AI evaluates customer sentiment to provide insights for service improvements. While this technology is a valuable asset, the move toward deploying an AI chatbot raises questions about the future of call centre jobs.

For now, the bank has been careful to position Hey CommBank as a tool for enhancement rather than replacement. It aims to offer hyper-personalised and context-aware services, giving customers more tailored support than ever before. However, advancements like these could reshape the landscape of customer service in banking and across various industries.

As the trial continues, Australians watch closely to see how this new technology will unfold. Will it deliver the efficiency and convenience customers crave, or will it leave some longing for the familiar human touch? One thing is sure – the future of banking is evolving rapidly, and it’s an exciting time to witness these changes firsthand.

What do you think about AI stepping into the world of banking? Would you trust a chatbot to handle your financial questions, or do you prefer the personal touch of a real person? 

Bendigo Bank is reaping the rewards of its transition to Amazon Web Services’ (AWS) Connect platform, reporting significant gains in customer service efficiency and satisfaction since migrating its contact centre operations to the cloud-based solution in late 2023. The shift has driven a 90 per cent reduction in call wait time complaints and a 46 per cent drop in internal call transfers, contributing to a 20 per cent overall boost in customer service efficiency. These improvements have helped Bendigo achieve a 17 per cent year-on-year increase in its Net Promoter Score (NPS), which now stands at +19.7 as of June 2024, according to Roy Morgan. This positions Bendigo as Australia’s second-highest-rated major bank for customer satisfaction, just behind ING at +25.3.

In November 2023, Bendigo completed a six-month migration to AWS Connect, consolidating its contact centre from a fragmented mix of legacy on-premises applications to a unified, scalable platform. The transition has delivered what the bank describes as “greater agility, reliability, and operational efficiency” for its contact centre team, which handles over one million customer calls annually. AWS Connect’s suite of tools has proven instrumental in driving these outcomes. The platform’s advanced analytics, fraud detection capabilities, generative AI, and machine learning-powered insights are helping Bendigo’s contact centre team optimise operations and enhance customer interactions. Notably, the system generates post-contact summaries, tracks customer sentiment, and provides near-real-time dashboards. These features empower agents with a complete view of customer interactions while enabling leaders to identify performance trends and areas for improvement.

According to Megan Papadopoulos, General Manager of Customer Contact at Bendigo Bank, the transition to AWS Connect has transformed the way the team leverages data. “This program of work is now arming our people and leaders with all the intelligence needed to make decisions quickly, act with confidence and deliver results for customers,” she said. The bank has seen a notable reduction in average handling time, allowing staff to focus on enhancing the overall customer experience. With streamlined call flows, effective call tagging, and better utilisation of call reason data, Bendigo is positioning itself for a new wave of customer-focused initiatives.

The benefits of AWS Connect extend beyond Bendigo’s contact centre, with over 50 teams across various divisions now using the platform. These wholesale improvements are driving efficiency across the organisation, contributing to an enhanced service offering for all customers. Looking ahead, Bendigo plans to further reduce friction points, such as on-hold wait times and cumbersome identification processes. The bank aims to continue leveraging its AWS-powered insights to refine customer experiences and adapt to evolving expectations.

Bendigo Bank’s investment in AWS Connect underscores its commitment to innovation and customer service excellence. By integrating advanced technologies into its operations, the bank is not only enhancing its immediate service delivery but also setting a new benchmark for how Australian banks can leverage technology to build deeper, more meaningful connections with their customers. As customer expectations evolve, Bendigo Bank’s data-driven approach and ability to adapt quickly place it in a strong position to maintain its leadership in customer satisfaction. With the groundwork laid, the bank is well-equipped to achieve even greater efficiencies and continue delivering exceptional service to its growing customer base.

For years, Microsoft had been cautiously navigating the contact centre space, focusing on enhancing its CRM offerings and integrating third-party solutions via Microsoft Teams. Its previous venture, the Microsoft Digital Contact Centre Platform, offered a framework for integrations but lacked the comprehensive capabilities needed to dominate the market.

Honey Insurance, a Sydney-based innovator in smart home insurance, has secured the coveted top spot in Deloitte’s 2024 Technology Fast 50 list. This remarkable achievement comes just seven months after the company raised $108 million in one of Australia’s largest-ever Series A funding rounds, marking a standout performance in a challenging economic environment.

The Technology Fast 50, now in its 24th year, celebrates Australia’s fastest-growing technology companies. Rankings are based on percentage revenue growth over a two-year period, from 2022 to 2024. Honey Insurance surged ahead with an astonishing 5,336% growth rate, outpacing PropHero (2,403%), pay.com.au (2,256%), Aunty Grace (2,093%), and Hola Health (1,521%).

This year’s list reflects a shift in focus for tech companies as access to capital tightens. Many firms have prioritized sustainable growth and operational efficiency, a trend noted by Deloitte Technology Fast 50 leader Josh Tanchel.

“Rising capital costs have undoubtedly impacted growth trajectories,” Tanchel said. “However, successes like Honey Insurance highlight the resilience and quality of companies in this year’s Fast 50. While the average growth rate declined from 2023, it remains impressive at 658%.”

Tanchel also noted a wider geographical spread of winners, with New South Wales continuing to lead but growth emerging in Queensland and Western Australia. Encouragingly, female representation in tech leadership showed modest progress, rising from 14% to 18%.

Honey Insurance’s achievement underscores its position as a trailblazer in the tech and insurance sectors, navigating economic headwinds with innovation and strong execution. Their top ranking highlights the potential for Australian tech companies to thrive despite challenging conditions.

In an era where instant communication has become the norm, the prolonged wait times at the Gold Coast City Council’s contact centre have sparked frustration among ratepayers, leading to public scrutiny over how local governments handle their services. Recent reports have brought the issue to the forefront, with the tipping point coming when Gold Coast City Councillor Donna Gates herself was left waiting an hour for assistance, a situation she called “unacceptable.”

Gates’ experience has captured public attention and raised broader concerns about the council’s ability to meet the needs of its residents promptly. The situation highlights a critical issue in customer experience within the public sector, where long wait times not only frustrate citizens but also undermine confidence in local government services.

A Public Responsibility to Serve

Local councils in Australia have a fundamental responsibility to serve their communities efficiently, ensuring that ratepayers, who fund the councils through taxes, receive value for their contributions. Councils are tasked with overseeing a wide range of services, from waste management and road maintenance to city planning and public safety. The Gold Coast City Council, representing one of the largest and fastest-growing urban areas in Australia, faces the challenge of managing these essential services for over 700,000 residents.

As public institutions, councils are accountable to the citizens they serve. This includes providing timely, accessible channels for residents to report issues, seek information, and request services. When these communication channels, especially contact centres, which often serve as the first point of contact, fail to operate efficiently, it can create a significant barrier between residents and their local government.

The long wait times at the Gold Coast City Council’s contact centre have become symbolic of this gap. What should be a seamless process of reaching out for assistance has turned into a frustrating experience for many. In a recent interview, one Gold Coast resident expressed their frustration: “It’s impossible to get through to anyone. I’ve been on hold for over an hour to report a minor problem, and in the end, I just gave up. What’s the point of paying rates if they don’t provide decent service?”

Growing Dissatisfaction and Its Consequences

The councillor’s experience is not an isolated incident. Many residents have taken to social media to vent their frustrations over the extended wait times. Reports of calls going unanswered for up to an hour or longer are not uncommon, leading to a groundswell of dissatisfaction. In some cases, residents have reported abandoning calls altogether, opting to try again at another time or, in frustration, leaving their issues unresolved.

The inefficiencies of the contact centre are not just an inconvenience; they have real implications for how local governments are perceived by their communities. In the case of Gold Coast City, where rapid urban development has created growing demand for services, the need for a responsive and capable customer service system is critical. A failure to deliver timely responses to resident inquiries reflects poorly on the council’s overall ability to manage the needs of its expanding population.

This sentiment is echoed by customer experience experts who warn that poor service delivery can lead to a breakdown in public trust. “Local governments have a public duty to ensure that they are accessible and accountable to their communities,” says Mark Evans, a specialist in public sector customer service management. “When residents can’t get through to their council, it sends a message that their concerns don’t matter. That’s a serious problem, especially when councils rely on citizen cooperation and engagement.”

Challenges in Managing Contact Centres: The case of Gold Coast City Council 

The issues facing the Gold Coast City Council’s contact centre are part of a broader challenge that many local governments across Australia are grappling with. Contact centres are often stretched thin, as councils must manage a wide range of inquiries on diverse topics, from waste collection schedules and infrastructure issues to complex zoning and planning regulations. This variety requires not only well-trained staff but also advanced technology capable of handling fluctuating demand.

In the case of the Gold Coast, it’s likely that outdated systems and insufficient staffing levels are contributing to the problem. Contact centres that rely on legacy technology may struggle to process high volumes of calls efficiently, especially during peak periods or after natural events like storms, when inquiries surge. Without the ability to scale their operations or route calls effectively, wait times can balloon, leaving residents frustrated.

Staffing shortages further exacerbate these issues. With call centre agents responsible for managing a wide array of resident needs, ensuring they are sufficiently trained and supported is crucial. In the absence of adequate staff or a proper workload management system, it’s easy for wait times to spiral out of control.

Steps Toward Improving the Gold Coast City Council 

In response to the growing public outcry, the Gold Coast City Council has announced a review of its contact centre operations. The review will focus on identifying the causes of the delays and exploring solutions to enhance service delivery. A council spokesperson noted that improving customer service is a top priority, with plans to invest in better technology and increase staffing levels.

“Residents deserve prompt, professional service when they contact the council, and we acknowledge that the current wait times are not acceptable,” the spokesperson said. “We are committed to making improvements and ensuring that our contact centre is equipped to meet the needs of our growing community.”

The council is reportedly exploring options such as implementing new software solutions that can better manage call volumes and integrating digital self-service options to reduce the strain on phone lines. Additionally, there are plans to introduce more staff training to ensure they can handle a broader range of inquiries more efficiently.

Conclusion

As the Gold Coast City Council undertakes its review, the hope is that meaningful changes will be implemented to improve customer service for all residents. The long wait times at the council’s contact centre have highlighted a critical gap in service delivery, one that affects not only the day-to-day lives of ratepayers but also their trust in local government.

For councils across Australia, ensuring responsive, efficient service is not just a matter of good governance; it is a public responsibility. The ability to address resident concerns promptly is essential to maintaining trust and fulfilling the expectations of the communities they serve. As the Gold Coast City Council works to address its challenges, it will serve as a case study for how local governments can adapt to meet the demands of a growing population and restore public confidence in their services.