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Presentation on how DVLA customer needs have changed by Anthony Bamford at the DVLA Discovery Day held on 2 July 2014 at the Department for Communities and Local Government.
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Customer Insight and Segmentation
Anthony Bamford
Head of Customer Experience and Research @akbamford
Preferences are changing
Customer contact preferences are changing
We now want customer contact through digital channels
Try to deliver the information to customers where they want it
Customer expectations of response times is a lot faster
Customer needs have changed
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2%3%3%
10%
82%
Online E-mail Phone At the Post Office® By post
How do you prefer to transact with DVLA?
Customer needs have changed
0%
5%
10%
15%
20%
25%
30%
5%
13%
29%
16%
19%
16%
3%
0 to 1 hours/week
2 to 4 hours/week
5 to 6 hours/week
7 to 9 hours/week
10 to 20 hours/week
21 to 40 hours/week
Over 40 hours/week
On average how many hours a week do you use the internet?
Customer needs have changed
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1%1%
5%5%
27%
32%
46%47%
Laptop
PC
Tablet
Smartphone
iMac
Mac Book
Other
via games console
What is your preferred method of accessing the internet?
UK Online Time
60% of people owning a smartphone are able to
connect to the web.
Tablet ownership
has increased
by 9% since 2013.
16% of internet traffic does not come from Laptop or PC – This is expected to
increase!
85% of the UK population have used the Internet!
UK citizens spend on average 289 minutes a day on the web…that’s only 11
minutes shy of 5 hours!
Of these 289 minutes, 61 minutes are used for social
networking!!!
Why do customers contact us
2.75m contacts asking How do I do that?
300,000 contacts from people chasing where their application is
192,000 contacts from people needing help to fill in their form
684,000 contacts from people who haven’t received their document
Simpler | Better | Safer
Information issuesCustomer is unable to find what they need or when they find it they don’t understand it
Complexity of information, need for simpler processes
Progress chasingMeet or manage customer’s expectationsProcess improvements
Transactional issuesEither we or the customer has not handled the transaction correctly
Where is the potential for reduction?
The recommendations from the Reilly Review have given a requirement for the Agency to better understand and document its customer segments and how they use our services
The understanding of this baseline will help define and inform the delivery of service improvement
An understanding of what our customers require from future services
Customer Experience Mapping and Segmentation
Customer Experience Mapping and Segmentation
Analysis of the customer’s end to end experience of product or service
Look at all DVLA services and the customer segments that use them
How does customer experience differ for each segment?
Understand what the customer thinks can be done differently to make the experience better
Taking note of all “TOUCH POINTS” and “MOMENTS OF TRUTH”
Supplement this with quantitative research and data from customer feedback
Map the user journey from the customer perspective through qualitative research such as Focus Groups and Depth Interviews
Deliver a complete set of User Experience Maps for each service by customer type
We will document the current user experience for every service and this will be broken down by each customer segment and type.
Customer Experience Mapping and Segmentation
The customer segment groups will be based around, consumer, commercial, government and staff
SUMMARY
Establish what the customer needs
Use Voice of the Customer to get the data
Establish root cause and impact
Involve the customer in developments
Must have senior support to be successful
Keep it simple
ANY QUESTIONS?