Channel Shifting

How to get people to do it

online and save you money

2010

Tim RaineyTameside MBC

SOCITM Conference

CHAPTER 1

Introducti

ons

CHAPTER 2

Why bother?

0

500000

1000000

1500000

2000000

2500000

3000000

2003/4 100126 303511 452378

2004/5 104986 314602 679813

2005/6 92560 275555 1499904

2006/7 81110 225516 1954604

2007/8 83463 272043 1984500

2008/9 74694 219804 2286087

2009/10 77599 211957 2423329

Face to face Call Centre Website

Visitors

0.00

2.00

4.00

6.00

8.00

10.00

12.00

Co

sts

£ p

er

vis

it

2003/4 8.57 1.29 0.45

2004/5 8.46 1.20 0.30

2005/6 8.92 1.31 0.14

2006/7 9.23 1.46 0.07

2007/8 9.07 1.28 0.06

2008/9 9.90 1.63 0.05

2009/10 8.70 1.65 0.05

face to face Call Centre Website

Costs

CHAPTER 3

What is it all

about?

Tips

• Save money and create capacity in front office

• More self service• Clear goals and good measurements• Close paper channel where possible• Insight and Research• Improve efficiency and customer experience• Social marketing – change people’s attitudes

marketing

TRY This

• List of services – integrated, more to do and not yet online

MAKE a LIST

Try this

• List of services – integrated, more to do and not yet online

• Costs are just cost to serve – more costs and savings in back office.

• DSD linked to 3 year MTFS – 70,10,20– Public facing services– Internal transactions– Getting people on-line (race 2012)

• First 28 transaction alone save £172,0000

CHAPTER 4

How do you

do it?

CREDIT CARDS• Cash Office closed 10 years ago• Total 33294 last year• 77%, 21% & 2%• Self service for £1279 -25,590 transactions• Face to face 6962 payments cost £60,569• Reducing face2face to 10% save over

£30,000• Simple low value transaction• Insight – who, what, why – experian truetouch• Targeted marketing with benefits on doing it

on-line or over the phone.

FREE SCHOOL MEALS

• 3929 applications a year• Closed paper channel – saved in excess of

£60,000 back office & speeded up process• 23%, 48%, 28%• £46, £16,486, £1836 = £18369• If 70%, 20%,10% = £4852• Insight – who, what, why – experian

truetouch• Targeted marketing with benefits on doing it

on-line or over the phone.

Buy with confidence

• Approved trader scheme• Send out 1000’s directories, which are

always out of date – new traders being added every week. – also list not to hand when out and about etc.

• Website and iPhone

Bwc website visits

0

200

400

600

800

1000

1200

1400

1600

1800

2000

Bwc iphone visits

Buy with confidence

Buy with confidence

• Approved trader scheme• Website hits• Send out 1000’s directories, which are

always out of date – new traders being added every week. – also list not to hand when out and about etc.

• iPhone website stats• iPhone App – 100’s downloads –

convenient, up to date information, cheaper. £5K to develop.

CHAPTER 5

You got to

have a system!

614,583Visits to Customer Services over

last 7 years2,488,738Website visits in last 12 months

More people visit our website in 3 months than visited our face-to-face

centres in the last 7 years

Fact

85% of the UK population owns a mobile phone

Fact

Access via a mobile device has increased 6 fold in 12

months

By 2020 the mobile device will be the worlds primary connection to the Internet

Fact

£8.70Cost of each face-to-face visit

5pCost per website visit

£67,107.80Saving if we channel shift 10%

£15,725

Reality