When our pop culture begins to make reference to something, you know that it has achieved a certain degree of recognition throughout society.  For 311 service, that day arrived this fall when the sitcom, “Parks and Recreation,” featured a storyline on establishing 311 service in the fictional city of Pawnee, Indiana. While the episode demonstrates how NOT to build and run a 311 system—it is a sitcom after all—the whole idea of having one phone number to call for solving citizens’ problems got me thinking about using 311 versus using a seven-digit phone number.  Just how important is “311” to establishing a centralized customer service system in a local government?

The Federal Communications Commission (FCC) introduced a series of abbreviated dialing arrangements in the early 1990’s. Known as N11 codes, the most popular and heavily used code is 911 for emergency services.  The number is short and simple to remember, and citizens began using it in record numbers.  By some estimates, 50 to 90 percent of all 911 calls were being made for non-emergencies. Building on the ease of use concept, the establishment of 311 gave local governments an important new tool for moving citizens away from tying up 911 with non-emergency calls.

While 311 is definitely easy for citizens to remember and use, there are costs associated with the resulting call volume.  Many local governments have opted to instead use one central seven-digit number for citizens to call.  Generally the number selected is relatively easy to remember or is an already well-established number popular with citizens such as the Mayor’s Hotline or a former central switchboard number.

Minneapolis 311 has explored this issue in its annual 311 Comparative Survey.  Results from the survey in 2012 showed that only 13% of the survey respondents used 311 alone.  The majority, 64% of those responding, used 311 and a designated seven-digit number, while 23% used a single seven-digit number.

Source: Minneapolis 311 Comparative Survey, 2012

As the “Parks and Recreation” episode demonstrates, the phone number, 311, and its simplicity certainly captures people’s attention.  However, the larger and more important idea of having just one phone number for citizens to call – a centralized customer service system – redefines how a local government can provide better service to its citizens.  Let’s hope Ron Swanson agrees.