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FirmstepRe-Designing Services
Scarborough Borough Council
Sharon Carey
Started with detailed data analysis:• How many enquiries do we get?• What channels do customers use?• How much do these interactions cost?• What services do customers need?• Can we shift them to cheaper channels? • Use of profiling tools to estimate take up of web channels?
BUT….. • CRM data not good enough!• Customer data not always recorded!• Scarborough Borough Council
Channel Shift: Data Collection
CRM EXAMPLE
45% wrong contact methods on F2F contacts29% inconsistent contact / solution 75% enquiries with no postcode45% of calls logged on CRM5% of enquiries had an email address
Scarborough Borough Council
Channel Shift: Data Collection
01/04/2013 to 30/09/2013 Big exercise to improve current CRM data.
Scarborough Borough Council
Channel Shift: An appetite for Self Service?
F2F£8.62
Phone£2.83
Web£0.15
Post£?
24.2% 69.8% 5.6% 0.4%
Complaints 7.2% 14.0% 52.7% 26.2%
Missed Bin 7.3% 90.3% 2.3% 0.1%
Bin Repair 20.8% 62.6% 16.6% 0.1%
Parking Permits 76.3% 20.8% 1.2% 1.7%
NYCC Queries 23.3% 50.0% 26.7% 0.0%
Mapping out Processes
• Customers want to Self Serve 24/7• Services and processes are so good that the
website is the “channel of choice”• Better customer experience and communication
(e.g. acknowledgements, updates, text alerts)• Channel shift must be more efficient• Resources focused on helping vulnerable people
– Provide more help for those that can’t access services on-line.
Scarborough Borough Council
Core Principles (1)
• Reduce double keying, re-input, less paper, better case management and audit trails.
• Better and more appropriate integrations with back-office systems and processes.
• Improved links between front and back offices and front-line workers.
• More scope to close the loop…..
Better Customer Experience!Scarborough Borough Council
Core Principles (2)
• 130 existing “processes“ on CRM• Existing processes not used
– Easier to mark as “Solved Enquiry” and send email.• Lots of reading, learning and understanding of
what the customer wants• Don’t rely on back-offices (only see half the
enquiries)
Scarborough Borough Council
“Sorting the Buckets”
• Identify key tasks across the Council• Group similar tasks together not services
– E.g. Request a Form• Build processes based on customer requirements
not service requirements• Engage services “what would they want in an
ideal world”?• Ask lots of questions………
Scarborough Borough Council
Identify Key Tasks and Group
Built simple processes…that closed the loop
