Developing the Out of Hours Call Matrix for the Town of Port Hedland

Challenge

The Town of Port Hedland (ToPH) needed to conduct a comprehensive review and redesign of its Out-of-Hours (OOH) calling system. Over 12 months of call log data had revealed that the majority of calls - 75% - could have been automated or required only a simple response. However, inefficiencies in the existing excel-based call matrix, outdated internal platforms, and misalignment between ToPH and the third-party call agency hindered customer experience and operational effectiveness.​

To address these issues, ToPH engaged The Strategy Group to assess the challenges, develop a revised call matrix, and explore automation and technology-driven solutions to improve efficiency and service quality.

Approach

Employing a customer-centric approach to service design​.

In order to streamline ToPH’s OOH call system, we identified key pain points and call categories that could be automated, and facilitated the optimisation of call management. Key activities included:​

• Conducting customer, market, and stakeholder research to understand the nature of calls and service gaps
• Facilitating workshops with rangers, security / infrastructure, and Council information teams to map out high-priority call types and requirements
• Collaborating with an Australian call agency to evaluate their excel matrix system and determine areas for improvement
• Developing a new, simplified call matrix that streamlined categories, reduced complexity, and improved alignment with key teams on automation opportunities​

Outcomes

A path forward for the piloting of the service​.

The project delivered a clear roadmap for ToPH to implement a more efficient OOH calling system:​

• Key Considerations for Piloting: The revised call matrix was aligned with customer needs, and an automation feasibility assessment was conducted to reduce manual call handling
• Service Infrastructure Enhancements: A technical blueprint, new call categories, and process guidelines were developed to support implementation
• Empowering ToPH Teams: By involving staff throughout the service design process, they became familiar with the new system and empowered to manage and iterate the solution moving forward

This transformation positioned ToPH to deliver a seamless, customer-focused, and technologically advanced OOH call service.