Housing Technology conference, March 2015. MyTVH
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Slides from my session on online customer services, from the Housing Technology conference, March 2015.
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Housing Technology conference, March 2015. MyTVH
- 1. DELIVERING SERVICES DIGITALLY Housing IT conference March 2015 Jayne Hilditch
- 2. IN THIS SLIDE DECK… ▸Different approaches to online services ▸What we’ve taken online ▸Asking v observing behaviours ▸Data: what the analytics tell us
- 3. DIFFERENT APPROACHES TO ONLINE SERVICES MARCH 16, 2015 3
- 4. DIFFERENT APPROACHES TO ONLINE SERVICES: The only way
- 9. DIFFERENT APPROACHES TO ONLINE SERVICES: The only way A choice of ways
- 12. DIFFERENT APPROACHES TO ONLINE SERVICES: The only way A choice of ways The preferred way
- 14. “make it so good, people who can, choose to use it”
- 15. “make it so good, people who can, choose to use it”
- 16. ONLINE SERVICES: ▸Customers have asked for it. ▸Offers a 24/7 channel to customers ▸Reduce the cost to serve ▸ 2009 Audit Commission/PWC report on 19 Local Authorities transaction costs - Post £12.10 - Face to Face £10.53 - Phone £3.39 - Online £0.08 ▸ A PhD thesis could be written (and probably has). ▸ Lots of exchanging ignorances : its not been done at scale in housing yet. ▸ We’re measuring as we roll-out, so we can start to answer those questions
- 17. WHAT WE’VE TAKEN ONLINE…
- 18. PICTURE OF BREAD AND BUTTER
- 19. BREAD & BUTTER… (FOR THE CUSTOMER) ▸Accounts: Rent & service charge statements Parking / garage and sundry charges HB statement Make a payment using our own payment gateway ▸Repairs: Request a repair – integrates with back-office workflow View repairs reported & completed Visibility over common parts Upload a photo of the problem Feedback on the contractors performance Book a repair appointment slot ▸Contact info specific to that customer
- 20. OLD WORLD … website was a PR/Marketing thing … mobile not considered
- 21. NEW WORLD … digital services … mobile is king
- 24. BREAD & BUTTER… (FOR THE ORGANISATION) ▸Scale-able web hosting ▸Real time data ▸Top notch security & identity verification ▸Analytics in real time ▸Admin suite ▸Test/Demo environments with fakify data
- 25. ASKING & OBSERVING (ABOUT THE ONLINE SERVICE)
- 27. “ Oh Sorry. I got it wrong. I’m a bit rubbish at computers ”
- 28. ASKING & OBSERVING (ABOUT THE HOUSING SERVICE ITSELF)
- 29. TAKING EVERYTHING INTO ACCOUNT, ARE YOU…
- 30. BITE SIZE: PER TRANSACTION
- 31. BITE SIZE: PER TRANSACTION
- 32. DATA: WHAT DO THE ANALYTICS TELL US
- 35. MARCH 16, 2015 35
- 36. MARCH 16, 2015 36
- 40. MARCH 16, 2015 40
- 53. PUNCH LINES FOR ONLINE SERVICES: ▸Design in bite-size feedback ▸Don’t rely on asking. Observe. ▸Analytics data reveals what people actually do ▸Beware of assumptions
- 54. AND A FINAL THOUGHT… MARCH 16, 2015 54
- 55. A FINAL THOUGHT. “When we’re making decisions…. …If there’s data, lets use it. If there’s only opinions, lets use mine”
Editor's Notes
- Try and find the phone number…
- Still trying to find the phone number….
- A few more clicks. Found the phone number… And the cost of ringing it. And the pre-emptive “if you don’t like it, tough” message.
- And a spot of “dark design”. Putting the ‘don’t insure’ me option, in an alphabetical drop down list between Denmark and Finland. Sneeky. Trusting them much?
- Nice obvious phone number. Its all good – you can ring them up if that’s your preference.
- Nice and obvious where the phone numbers are. Or you could tweet them. Or use the app. Choice.
- Make it so good, people who can, choose to use it.
- That’s what we’re doing…
- We’ve focused on the bread and butter services…
- Responsive design so it works on a mobile, tablet, or PC.
- And it’s a thing of beauty…
- Fakify data means we can do user testing more easily… as we can set up various different scenarios with dummy data.
- Look at his face. He’s obviously not finding something easy to use.
- But this is what a user will say if you just ask them. It’s important to observe, not just ask.
- Click on the picture and play the clip from Parks and Recreation. And then consider what you think about surveys in your organisation…
- Ask people, at the time, to give a snippet of feedback. Light touch, not onerous.
- Ask people, at the time, to give a snippet of feedback. Light touch, not onerous.
- So we’ve been live with online services for a year or so, adding new functionality every month…
- We phased the invitation letters over a few months, to cope with any spikes in support. Of those invited, 19% of those invited have signed up.
- If we look at more recent tenancies – its a 23% sign up rate.
- And if we drill down to tenure analysis – it’s a 38% sign up rate in shared ownership
- We discovered that the sign up process was causing a problem, so we revised it in November – see the difference in support requests
- We’re tracking visits. Our old online services had a 7% return rate. The new service stands at 70%. Much better.
- People use it on the weekend when we’re closed.
- And some people use it in the middle of the night. But not many. So this is when we schedule maintenance down-time.
- 20% of users have logged a repair request.
- And we’ve been working at getting the response time down. We want it to be same day.
- 15% of users have logged an enquiry about something other than a repair…
- With the most common enquiry being about their account.
- In December we launched our new payment gateway. Its cheaper and simpler to use that the old 3rd party payment gateway. And importantly, can reduce time spent taking phone calls for card payments. We used to take 28,000 phone calls a year, and have about 1,000 online payments a year. Since the new payment gateway was launched in December, we’ve made a 27% shift from phone payments to online payments, and it continues to grow.
- Rented customers are most likely to sign up to the service. Our NHS Keyworker accommodation are the least likely to sign up – we think its because there’s an onsite office on those schemes – so they already have a convenient local service.
- There’s some drop off in sign-up rate in older age groups – as we might expect.
- Mobile rules. 28% of users have logged in with a smartphone at some point. 46% of all visits come from mobile devices (smartphone and tablets).
- Apple products (iphone and ipad) dominate the mobile devices, whereas windows PCs dominate the computers.