Six Step Strategy for Channel Shift Success
Dave Witts (GOSS) + Client Case Study
26th September 2013
Agenda
• Introductions and Scene Setting
• GOSS’ 6 Steps to Channel Shift Success
• Q & A
Survey run by iGov Survey
Base on 514 unique responses as of 25th Sept ‘13
GOSS Channel Shift Survey – Sept ’13 - DRAFT
Survey run by iGov Survey
Base on 137 unique responses as of 25th Sept ‘13
GOSS Channel Shift Survey – Sept ’13 - DRAFT
Survey run by iGov Survey
Base on 168 unique responses as of 25th Sept ‘13
GOSS Channel Shift Survey – Sept ’13 - DRAFT
How do you deliver channel shift?
Customer/Insight
How do you deliver channel shift?
How to understand
your customers?
Users aren’t the same
So what is a Persona?
10
Fictional person
So why create them?
11
Personas
Engagement Workshops
Interviewing the Personas
1. Each team will have 5 minutes per Persona
2. Understand their requirements
3. How might you s...
How do you deliver channel shift?
Customer Strategy
Customer/Insight
How do you deliver channel shift?
How do you deliver channel shift?
Channel Insight
Customer Strategy
Customer/Insight
CustomerChannel Insight
How do you deliver channel shift?
20
Channel Shift
@BasildonCouncil
Gathering the Numbers
Andrew Pickess
Corporate Systems Manager
Proposed savings – Pre Metrics
Metrics Gathering Exercise
Channel Metrics – Post Metrics
24
How do you deliver channel shift?
Channel / IT Strategy
Channel Insight
Customer Strategy
Customer/Insight
How do you deliver channel shift?
How do you deliver channel shift?
Channel / IT Strategy
Channel Insight
Customer Strategy
Customer/Insight
Channel Improve...
How do you deliver channel shift?
Understand it
Content Review
Information
Architecture (IA)
Navigation
Wireframe development
Review it
Usage analysis
A/B m...
How do you deliver channel shift?
Process Improvements
Channel Improvements
Channel / IT Strategy
Channel Insight
Customer...
How do you deliver channel shift?
That’s how you deliver channel shift!
Process Improvements
Channel Improvements
Channel / IT Strategy
Channel Insight
Cust...
More information on how GOSS can help your
Channel Shift project
www.gossinteractive.com/channel-shift
Capita Channel Shift in the Public Sector - GOSS six step strategy for channel shift success
Capita Channel Shift in the Public Sector - GOSS six step strategy for channel shift success
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Capita Channel Shift in the Public Sector - GOSS six step strategy for channel shift success

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Six Step Strategy for Channel Shift Success
Understanding your customers and designing a user centred
strategy
Mapping your channels to reduce costs and drive efficiency
Case studies to maximise the return on investment
Re-engineering your processes
Dave Witts Dave Witts, Transformation Practitioner, GOSS Interactive.

The only way to move customers to online channels is to deliver a superior web experience. Our specialist consultants work with organisations across the UK to develop, implement and extend web strategies that deliver better customer service at the lowest cost.

Published in: Technology, Business
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Capita Channel Shift in the Public Sector - GOSS six step strategy for channel shift success

  1. 1. Six Step Strategy for Channel Shift Success Dave Witts (GOSS) + Client Case Study 26th September 2013
  2. 2. Agenda • Introductions and Scene Setting • GOSS’ 6 Steps to Channel Shift Success • Q & A
  3. 3. Survey run by iGov Survey Base on 514 unique responses as of 25th Sept ‘13 GOSS Channel Shift Survey – Sept ’13 - DRAFT
  4. 4. Survey run by iGov Survey Base on 137 unique responses as of 25th Sept ‘13 GOSS Channel Shift Survey – Sept ’13 - DRAFT
  5. 5. Survey run by iGov Survey Base on 168 unique responses as of 25th Sept ‘13 GOSS Channel Shift Survey – Sept ’13 - DRAFT
  6. 6. How do you deliver channel shift? Customer/Insight
  7. 7. How do you deliver channel shift?
  8. 8. How to understand your customers?
  9. 9. Users aren’t the same
  10. 10. So what is a Persona? 10 Fictional person
  11. 11. So why create them? 11
  12. 12. Personas
  13. 13. Engagement Workshops
  14. 14. Interviewing the Personas 1. Each team will have 5 minutes per Persona 2. Understand their requirements 3. How might you shift them to alternative channels? Breakout session • 10 minutes to prepare questions • 40 minutes to interview and document • 30 minutes for all to present back (after lunch) • 3 main key observations Persona Exercise
  15. 15. How do you deliver channel shift? Customer Strategy Customer/Insight
  16. 16. How do you deliver channel shift?
  17. 17. How do you deliver channel shift? Channel Insight Customer Strategy Customer/Insight
  18. 18. CustomerChannel Insight How do you deliver channel shift?
  19. 19. 20 Channel Shift @BasildonCouncil Gathering the Numbers Andrew Pickess Corporate Systems Manager
  20. 20. Proposed savings – Pre Metrics
  21. 21. Metrics Gathering Exercise
  22. 22. Channel Metrics – Post Metrics
  23. 23. 24
  24. 24. How do you deliver channel shift? Channel / IT Strategy Channel Insight Customer Strategy Customer/Insight
  25. 25. How do you deliver channel shift?
  26. 26. How do you deliver channel shift? Channel / IT Strategy Channel Insight Customer Strategy Customer/Insight Channel Improvements
  27. 27. How do you deliver channel shift?
  28. 28. Understand it Content Review Information Architecture (IA) Navigation Wireframe development Review it Usage analysis A/B multivariate testing Goals and Funnels Satisfaction surveys Implement it Graphical Design Analytics design Build and Deploy User Testing Discover it Stakeholder workshops Focus groups Depth Interviews Task analysis Demographics Scenarios of use Develop Personas User Centred Design How to understand your customers?
  29. 29. How do you deliver channel shift? Process Improvements Channel Improvements Channel / IT Strategy Channel Insight Customer Strategy Customer/Insight
  30. 30. How do you deliver channel shift?
  31. 31. That’s how you deliver channel shift! Process Improvements Channel Improvements Channel / IT Strategy Channel Insight Customer Strategy Customer/Insight
  32. 32. More information on how GOSS can help your Channel Shift project www.gossinteractive.com/channel-shift

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