Embed Size (px)
Citation preview
Channel shift
Vicky Sargent, Director, Boilerhouse Media www.boilerhouse.co.uk
Presentation for Digital Futures 2012
boilerhouse.co.uk
What does she know?
Boilerhouse Media
•Making a Difference with Data project•Data visualisation and benchmarking tools for NHS•Online communities: ourneighbourhoodplanning.org •Local Open Data Demonstrator project (DCLG/Lambeth LB)
Socitm Insight
•Better connected and Website take-up service teams•Better served: customer access, efficiency and channel shift•Local gov inputs to GDS Transactional Services explorer•Methodology for benchmarking channel shift
boilerhouse.co.uk
Today’s presentation: Six key steps to achieving channel shift
1. Establish a corporate channel shift programme
2. Collect and analyse channel data
3. Focus your website on top tasks
4. Embrace social media
5. Introduce citizen accounts
6. Improve citizen access
….and some final thoughts about shifting the local authority mindset to digital
boilerhouse.co.uk
Why ‘channel shift’?
boilerhouse.co.uk
• Digital channels save money:
Source: Socitm Channel Value Benchmarking 2012
• Socitm initial estimate of permanent savings by English local authorities £134m - £421m
• Tameside estimated £1m over four years from 2011 • These are ‘front-end’ costs only• Major additional savings are available from digitising back office
processes
Web 0.15
Phone 2.83
Face to face 8.62
1. Establish a corporate channel shift programme
boilerhouse.co.uk
• Economies of scale lead to good savings where CS is applied across all services, but hard to make business case when done piecemeal
• Services can be resistant: needs leadership and direction from top
• Better served research showed few councils to be taking a corporate approach to channel shift
2. Collect and analyse channel data
Could you draw a graph like this for your organisation?
boilerhouse.co.uk
• How many offline enquiries does your organisation receive a year? A month? A day?
• How many per head of population?
• Which service generates the most offline enquiries?
• What’s the ratio of enquiries to transactions in different channels?
• Socitm has been collecting data
from councils for its CVB and
WTS services. Also to assess
feasibility of benchmarking
channel shift
• We also collected data for GDS’s
performance and productivity
work
• Councils have spent time on
‘customer insight’ – but not on
collecting and analysing their
own customer data
• Enquires ph population vary
widely
boilerhouse.co.uk
2. Collect and analyse channel data
boilerhouse.co.uk
• Few councils confident they are capturing really good, comprehensive data
• Much simplified CRM or call logging enables comprehensive capture
• Centralised customer services a big advantage
• c.50% of incoming calls are not customer calls
• Lots of calls ‘leak’ into the back office evading data capture Surrey CC call logging system
2. Collect and analyse channel data
boilerhouse.co.uk
Top ten services in English councils by volume of offline enquiries and as % of all enquiries
2. Collect and analyse channel data
3. Focus your website on top tasks
boilerhouse.co.uk
………...people come to council websites to find a piece of information or complete a transaction.
The website should be designed around this need. It should be easy and quick to do.
From the organisation’s viewpoint, it needs to know what the most frequently used tasks are and design the site to respond………
Better connected 2012
3. Focus your website on top tasks
boilerhouse.co.uk
Focusing on top tasks is a good way to:
•Improve things for the greatest number of customers
•Meet customer needs not the needs of interest groups within the council
•Reduce the size of websites and and the quality problems of ‘too much information’
•Bring down currently high levels of failure with web enquiries (on average 40%+ of enquires fail or partially fail
Increase and maintain channel shift to the web !
4. Embrace social media
• Social media now an important tool when
services are disrupted - plenty of evidence
of a channel shift effect
• With engagement, social media can reach
many more, more cheaply than traditional
methods
• An important effect may be to connect non-
frontline staff with customers
boilerhouse.co.uk
5. Introduce citizen accounts
boilerhouse.co.uk
My page at www.birmingham.gov.uk:
5. Introduce citizen accounts
• Newham (pop. 246,300) have 20,000+ registered (and active) users on
My Newham, with 98% online purchases for parking permits
• Islington (pop. 182,600) have 68,496 registered users for My eAccount
(as at 31/05/12)
To reap the opportunity:
• Make the sign up process really, really easy (test, test, test..…)
• Make usability faultless (test, test, test..…)
• Identify killer applications (eg parking permits)
• Consider sign up incentives
• Think carefully about customer benefit and promote, promote, promote
• Collect and share the data
boilerhouse.co.uk
6. Improve citizen access
boilerhouse.co.uk
• Not spots exist and are significant inhibitor to channel shift
• Socitm has urged local authorities to take the initiative to address issue
• Local communities may use neighbourhood planning to solve problem (eg Eden Valley)
• NB Westminster and Kensington wifi initiative
6. Improve citizen access
boilerhouse.co.uk
Numbers who have never been online are reducing BUT
There is a new digital divide between those who are always connected through many devices……..
……..and those who for a range of reasons are not benefitting from what the web has to offer
See this report and other research by the Oxford Internet Institute
And finally......
channel shift the mindset among colleagues, get them to seize the opportunity and embrace the fantastic things digital can deliver affordably
•Some of these tools are for customers
•Others are for managers/decision-makers
boilerhouse.co.uk
Embrace all things digital:Present services for customers on maps
boilerhouse.co.uk
•Add useful tools
•Use feeds from NHS Choices and other sources
•Add performance data
•Enable feedback from customers
Embrace all things digital:Present data for decision-making online
boilerhouse.co.uk
•Provide easy-to use maps
•Combine own data with open data
•Make data easy to understand, manipulate and share
•Consider ‘crowd-sourcing’ data
Embrace all things digital:Make current performance data available online
boilerhouse.co.uk
•Benchmark against peer group
•Enable online upload
•Support with resources and online forums
Embrace all things digital:Manage commissioning online
boilerhouse.co.uk
•Display data on maps to provide key insights
•Include statistics and benchmarking
•Add forums and other information sharing tools
Thank You
Vicky SargentDirector, Boilerhouse Media
[email protected]@socitm.net
Twitter: @vickysargent
Presentation for Digital Futures 2012
boilerhouse.co.uk
