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East Staffordshire Council chatbot

A Facebook chatbot application providing automated responses to customer queries

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East Staffordshire Borough Council chatbot

East Staffordshire Council’s leisure, sport and cultural department encompasses three leisure centres and a theatre. With facilities including gyms, swimming pools, tennis courts, golf, pitches, golf and an extensive athletics area, there’s are activities for every level of athlete.

Their Facebook chatbot was implemented as a way of freeing up time for East Staffordshire’s busy marketing team. In just three months of using the chatbot, East Staffordshire found

  • A 96% increase in inbound messages
  • A 3.13-hour improvement in response time
  • Just one incorrect response from the chatbot


Nathan Gallagher, Marketing Officer at East Staffordshire Borough Council, said:

“Developing a Chatbot was a direct result of our ongoing work to enhance customer engagement and experience. Available on our Facebook page and website, the Chatbot has become our 24/7 customer service representative, offering real time assistance to customers. This allows our marketing team to concentrate their efforts in other areas or answering more complex customer queries.

“Not only has the Chatbot allowed us to improve our response times and engagement, but it’s also given us more insight into consumer behaviour, allowing us to continually develop the Chatbot to answer more queries on more products and services.”

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