Service SA - Channel Management

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Presented by: Geoff Wooldridge, Manager Business Channels and Partnerships Service SA at the Serve You Right Conference, Melbourne, September 2011.

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Service SA - Channel Management

  1. 1. Channel Management<br />Presented by:<br />Geoff Wooldridge, Manager Business Channels and Partnerships<br />
  2. 2. Some Background Context – 2010/11<br />Revenue collected - >$1.6 billion<br />8.7 million transactions<br />5.3 million financial<br />3.4 million non-financial<br />Channels<br />Over the counter – Service SA, Aus Post, Agents<br />Online – EzyReg public, Delegates, IVR, Bizgate, sa.gov.au<br />Contact Centre – 13 10 84, 13 23 24, COG<br />Predominantly registration and licensing by volume<br />Broad range of transactional and information services for other government Agencies across all channels<br />
  3. 3. Transactions by Channel 2010/11<br />Transactions Collections<br />Over the Counter 59.9% 55.2%<br />SSA Metro 34.6% 20.9%<br />SSA Regional 14.6% 7.8%<br />Australia Post 7.0% 10.3%<br />Other 3.1% 16.2%<br />Online 27.7% 43.5%<br />EzyReg Public 16.1% 21.9%<br />EzyReg Delegates 1.9% 5.7%<br />IVR 3.0% 4.9%<br />Bizgate 6.7% 11.0%<br />
  4. 4. Transactions by Channel 2010/11 (cont)<br />Transactions Collections<br />Contact Centre 12.4% 1.4%<br />SSA Call Centre 12.0% 1.1%<br />Call Centre Other 0.1% 0.2%<br />Back of House (COG) 0.2% 0.1%<br />
  5. 5. Channel Shift during 2010/11<br />Transactions Collections<br />Over the Counter -7.0% -4.2%<br />Metro CSC -9.2% -11.1%<br />Regional CSC -3.0% -1.6%<br />Australia Post -4.3% 2.6%<br />Online 14.0% 15.9%<br />EzyReg Public 22.7% 23.4%<br />EzyReg Delegates 38.7% 12.4%<br />IVR -5.2% -0.1%<br />Bizgate 0.7% 11.0%<br />
  6. 6. Channel Shift during 2010/11 (cont)<br />Transactions Collections<br />Contact Centre 3.7% -13.8%<br />SSA Call Centre 3.2% -18.7%<br />Call Centre Other 17.4% 13.0%<br />Back of house (COG) 36.3% 5.4%<br />
  7. 7. Some Key Transaction Shifts 2010/11 – Registration Renewals<br />
  8. 8. Some Key Transaction Shifts 2010/11 – Licence Renewals<br />
  9. 9. Some Key Transaction Shifts 2010/11 – Rec Boating<br />
  10. 10. Some Key Channel Shift Initiatives<br />Natural generational shift to online business<br />Promotion of EzyReg Services<br />Shorts Holiday promotion<br />Active waiting in CSCs<br />Promotion by Customer Reception<br />Creation of Licensing and Rec Boating Online Transactions<br />Target used car dealers as Delegates (50 in 2010/11)<br />Introduce Service Agents ( 2 to date)<br />B Pay View (limited uptake so far)<br />Pricing strategy - > Aus Post for simple bill payments<br />Online registration status enquiry<br />Smart phone (i-phone android) apps for rego renewal and status enquiry<br />Sa.gov.au<br />
  11. 11. Key Channel Shift Initiatives – Eliminate Rego Labels<br />From 1 July 2011 in South Australia – <br />No more registration labels for light vehicles<br />Saving $5.7m over 3 years<br />Only 3 and 12 month registration period options (6 and 9 months no longer offered) for light vehicles<br />Additional $10 m revenue over 3 years<br />Rego labels was a key driver for bringing customers to CSCs for renewals<br />Survey April 2010 – almost 58% indicated this was a key driver<br />64% aware of EzyReg<br />74% aware of Aus Post<br />2 – 3 day delay in receiving label<br />
  12. 12. Channel Shift – Eliminate Rego Labels (cont)<br />Q – If rego label was no longer available, would you use another payment channel?<br />Yes – 66.5%<br />Which option would you use?<br />EzyReg 31.3%<br />Aus Post 42.1%<br />Telephone 13.9%<br />So, we predicted significant channel shift based on this survey (rego renewals in CSCs was running at around 33% at the time).<br />
  13. 13. Some early 2011/12 Channel Shift Results<br />Comparing July 2011 with July 2010<br />Payment Transactions<br />CSC – down 16.7% (30,000 transactions)<br />Internet – up 14.8%<br />Aus Post – up 7.4%<br />EzyReg Delegates – up 7.7%<br />Rego Renewals<br />CSC – down 27.7% (from 1/3 to 1/4)<br />Internet – up 11.9%<br />Aus Post – up 3.2%<br />Contact Centre (operator assisted) – down 50.5%<br />
  14. 14. Some early 2011/12 Channel Shift Results<br />Comparing YTD August 2011 with YTD August 2010<br />Payment Transactions<br />CSC – <br />Internet<br />Aus Post – <br />EzyReg Delegates – <br />Rego Renewals<br />CSC – <br />Internet – <br />Aus Post – <br />Contact Centre (operator assisted) – <br />
  15. 15. Current and Future Channel Shift Initiatives <br />Ongoing promotion in CSCs and Shorts Holidays <br />Transition Licence Theory Testing to TAFE<br />Additional online transactions via EzyReg<br />Expansion of Service Agent Model (5 - 6 in 2011/12)<br />Additional EzyReg Delegates (large fleet owners)<br />Business process re-engineering – efficiency, reduced workload<br />‘Lean’ processes for COG (Kevin)<br />Error analysis from QA audit results – target wasted work effort<br />Leverage contract arrangements for efficiencies, BPR<br />Review call drivers for Contact Centre – shift online, self-help?<br />Whole of government view – eg, change of address, image databases, leverage EzyReg for other Agencies<br />
  16. 16. Questions or Comments?<br />Happy to take any questions now (time permitting) or discuss in more detail during breaks etc.<br />
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