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Channel Shift The Poole Experience. Public Sector Forums 7 th February 2012. Chris Angell Service Improvement Manager. Aim. Share Poole’s approach to driving channel shift via the web Discuss key topics such as: Use of Telephony & CRM data Communicating To Reduce / Redirect Contacts

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channel shift the poole experience
Channel ShiftThe Poole Experience

Public Sector Forums

7th February 2012

Chris Angell

Service Improvement Manager

slide2

Aim

  • Share Poole’s approach to driving channel shift via the web
  • Discuss key topics such as:
    • Use of Telephony & CRM data
    • Communicating To Reduce / Redirect Contacts
    • Improving Web Content
    • ‘Quick Wins’ to Drive Immediate Channel Shift
    • Web / Self Service Promotion
    • Establishing ‘Cost to Serve’
    • Developing a Business Case
    • Channel Shift Targets
slide3

Key Poole Statistics

  • Unitary Council on the Dorset coast
  • Part of a defined conurbation, inc. Bournemouth & Christchurch
  • Around 138,000 customers & 64,000 households in 65 square km
  • 40% of population over 50 (national average 33.4%) & growing fast
  • Predominately white British population – 4% other ethnic groups,

although seen recent influx of Eastern European workers

  • Generally successful & well-rated Council for many years (4 Star in 2007)
  • 71% of our population already use the internet – and still increasing
slide6

Web Usage

2000 – 58,000 unique hits 2008 – on track for 1,000,000+

slide7

Web Usage

2008 to 2010 Unique Visitors = approx 1m pa.

slide8

Web Usage

2008 to 2010 Total Hits - Reducing

slide9

Role of Our Website

FOR CUSTOMERS:

  • Accurate & readily accessible info for residents, local businesses / partners & tourists
  • Portal to other local services of interest – eg. tourism, medical, jobs, etc?
  • Convenient & easy to use transactional self service facilities, available 24/7

FOR US:

  • Ready access to key service information for officers to effectively support customers
  • Cost-effective self service channel integrated with other access channels
  • Support for the general promotion & development of Poole town / area

Typical costs / transaction (LGN 2011)

F2F £14.00, Phone £5.00, Web £0.17

slide10

Our Web Vision

  • Seek to package and present Council service information / content intuitively
  • In ways that help to solve users’ problems &/or better support their lifestyles
  • Be attractive & easy to use for the vast majority of users, regardless of age or disability
  • Encourage and deliver significantly enhanced self-service activity
  • Substitute use of other (more costly & less flexible) delivery channels
  • Integrate effectively with our other access channels & selected partner websites
  • Strive for national excellence in design, functionality & content
  • Ensure our Web / online presence supports our Customer Service Strategy
slide11

Quick Wins

  • Set challenge to improve our offer in two months – and spent just £3k
  • Reviewed telephony & CRM data to identify best candidates for channel shift
  • 14 titles changed & 47 ‘Also Known As’ titles created
  • 94 bespoke forms created (previously one generic).
  • 72 new titles created. ‘Bin Swaps’ alone will save at least 500 calls p.a.
  • Changed from long A-Z lists to clustered services to ease navigation / selection
  • All core service pages now have updated & more prominent self service links too
  • Pages meta-tagged so can be found direct from Google
  • Validation / multi section e-forms added to reduce spam from ‘spiders’
slide12

Telephone vs Web

TELEPHONE:

  • Reduced Telephone contact by 25% since 2007/8 (100k contacts )
  • Removed avoidable contact by accurate signposting

WEB:

  • Increased E-form usage since 2007/8 up by 82% (60k plus)
  • Improved e-forms with embedded logic has reduced avoidable contact
slide16

Yet to be updated

Scope for major work

slide17

A recent success is Green Waste.

40% plus online applications

slide20

Next Steps

  • Continue to promote new facilities internally to officers and members
  • Limited external promotion – mainly via email marketing, libraries & adult learning
  • Customer focus groups to review new facilities & identify further improvements
  • Agree ‘cost to serve’ formulae – for fully & partially automated web transactions
  • Continue to prioritise development
  • Extend CRM ‘Self Service’ integration to enable customers to create cases
  • Develop more ‘Pay for It’ & ‘Book It’ facilities (eg. weddings, beach huts, pest control, etc)
slide21

Summary

  • Channel shift is achievable – and quickly too. 10% less calls in 2011/12
  • Review your CRM & telephony data to quickly identify key opportunities
  • Improved communication can reduce overall contact volumes immediately
  • Focus on accurate & well structured web content – and use Plain English!
  • Identify & address ‘quick wins’ for immediate benefit whilst you develop more functions
  • Promote website / online facilities actively – in publications, through staff, campaigns etc
  • Understand your ‘cost to serve’ dynamics
  • Use these to build a business case for further investment & development
  • Set clear channel shift targets for your front-line staff & involve them in design work
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