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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


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


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




Web Usage

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


Web Usage

2008 to 2010 Unique Visitors = approx 1m pa.


Web Usage

2008 to 2010 Total Hits - Reducing


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


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


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’


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





Yet to be updated high volume forms

Scope for major work


A recent success is Green Waste. high volume forms

40% plus online applications




Next Steps high volume forms

  • 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)


Summary high volume forms

  • 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


Thank you high volume forms


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