Smaller budgets and staff = Meeting customers needs by allowing
them do more
Slide 3
Customers have a stake in the transportation system We can
reinforce ownership by: Providing customers options for working
with us How many ways can customers reach you? Providing
information to assist them in making their own decisions
Slide 4
How do we organize information so that customers can easily
digest? Information must be: Easy to find and navigate
Slide 5
Slide 6
How do we organize information so that customers can easily
digest? Information must be: Easy to find and navigate In terms
customers understand
Slide 7
What terms do you use that are confusing your customers?
Slide 8
Use language that your customers use Pass through the mom
filter Do customers need background to understand?
Slide 9
Who is your audience(s)? Why do they care? How do they prefer
to receive information? If multiple audiences do you need multiple
messages?
Slide 10
Website redesign goals: Customer driven Easy to use Clear the
clutter Access content in 2 clicks or less
Slide 11
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Slide 13
What content do our customers access most? What terms do
customers use to search for content?
Slide 14
Narrowed content to three subject areas customers accessed
most
Slide 15
Slide 16
All other content can be found in search bar and A-Z index
Slide 17
Regular review of analytics and search terms Assures we are
presenting content most important to customers Assures we are using
terms our customers use Allows us to adjust keywords on pages to
maximize search engine optimization
Slide 18
Our biggest pushback? Internal customers
Slide 19
How did we combat? Encourage employees to look at site from
customers point of view Used analytics to inform employees how
their customers were accessing their information Asked employees to
use site for 30 days
Slide 20
Whats the big deal? What are customers saying about you? What
interests your customers?
Slide 21
Common themes in complaints of customers Address through
blanket posts Create pro-active public education toolbox
Infographics Canned posts Press releases
Slide 22
Don't assume plow drivers see you. Their fields of vision are
limited. #iatraffic Salt isn't as effective as temps drop below 20.
Colder weather means it takes longer to clear slick roads.
#iatraffic Did you know an avg plow route is 2 hrs? If you haven't
seen a plow in a while, one will be by to clear your route soon.
#iatraffic
Slide 23
By educating public on our processes They are less critical of
us. Helps us control message. Solidifies our position as the
experts. Invites conversations. Enhances transparency and
honesty.
Slide 24
Social media interest helped lead to creation of snow plow
map.
Slide 25
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Information allows customers to: Take ownership of system. Make
smarter decisions.
Slide 27
How do customers want to interact with DOT? Bring services to
customers instead of them always coming to us.
Slide 28
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Self-service kiosks
Slide 30
Allows customers to control experience Improves customer
satisfaction Lowers staff and administration costs
Slide 31
Help customers understand they are the owners of the system
Continue to provide opportunities to enhance pride of ownership
Partnerships in system may help address problems we are currently
tackling alone
Slide 32
Keep customer at fore-front of all that we do Who is your
customer? Why do they care? How do you connect on their level?
Customer-focused language Use avenues that customers prefer How can
you make their experience with the DOT better?
