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Socitm Building Perfect Council Websites 2012 GOSS Interactive Channel Shift workshop #bpcw12
 

Socitm Building Perfect Council Websites 2012 GOSS Interactive Channel Shift workshop #bpcw12

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Channel Shift | Return on Investment Workshop

Channel Shift | Return on Investment Workshop
(Live case studies, practical tools and a proven methodology)
12th July 2012

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    Socitm Building Perfect Council Websites 2012 GOSS Interactive Channel Shift workshop #bpcw12 Socitm Building Perfect Council Websites 2012 GOSS Interactive Channel Shift workshop #bpcw12 Presentation Transcript

    • Channel Shift | Return on Investment Workshop (live case studies, practical tools and a proven methodology) Basildon BC, Gloucestershire CC and GOSS 12th July 2012
    • Agenda1. Introductions 0:052. Channel Shift Methodology 0:053. Live Case Studies 0:154. Practical Tools 0:055. Summary 0:056. Question Time 0:15 2
    • ONLINE CUSTOMER EXPERIENCE MANAGEMENT GOSS Interactive are the No.1 provider of online Customer Experience Management solutions for the Public Sector
    • Channel Shift Methodology 4
    • History of Local Government sites • v1 - FrontPage/Dreamweaver • v2 – eGov • Lots of content • Ticks in boxes • v3 – Austerity • Customer Service • Efficiency/Channel Shift • Evidence based
    • How do you deliver channel shift? Customer Customer Strategy Channel / IT Strategy Channels Processes
    • Channel ShiftsavingsProposed – Pre Metrics
    • User Centred Design 8
    • The GOSS process Study it Review it Stakeholder workshops Usage analysis Focus groups A/B multivariate testing Depth Interviews Goals and Funnels Task analysis Satisfaction surveys Demographics User Centred Design Understand it Implement it Scenarios of use Design guidelines Persona development Heuristic evaluation Affinity diagrams User testing Paper Prototyping Analytics design Wireframe development Build and Deploy
    • GOSS Ongoing process Identify Review Identify changes that will Usage analysis bring about improvement Goals and Funnels A+B and Multivariate testing Satisfaction surveys User Centred Design Test Improve Test IA changes Heuristic evaluation Prototype new or On page SEO Improved functionality User testing Adjust or develop new Analytics design Personas & Scenarios Build and Deploy Optimise SEO
    • Live Case Studies• Basildon• Gloucestershire• Hillingdon• South Tyneside 11
    • Channel Shift @BasildonCouncil Gathering the Numbers Andrew Pickess Corporate Systems Manager12
    • Channel Shift Project @BasildonCouncil • Customer Focus – Transformation Theme – Explore levels of efficiency through Channel Shift – SMT Approved investment • Workshops held with GOSS and Service Managers July 2011 – Achieved buy in from managers • Data gathering – Spreadsheet based on the LGSL • Web, Phone, F2F, Post, eMail – Realised not the ideal solution so created a database • Easily shared • Assigned LGSL to Service Managers • On the website for Goss to access13
    • Channel Shift Project @BasildonCouncil • Data gathering – For Web • Page statistics from SiteImprove Analytics • Forms from the databases • Cross referenced views of forms to submission of forms – For Phone, F2F, Post, eMail • Services were given 4 weeks to complete • Most services had this information available • In the end extended to 6 weeks • Nearly all completed the exercise • Goss report received October 2011 – Highlighted the potential savings that were possible to achieve14
    • Channel Shift Project @BasildonCouncil • Channel Shift Project then held as new “Customer Strategy” was being developed. – Highlight the art of the possible • Used data to develop a corporate customer service strategy as part of its transformation agenda – Adoption end July • New IT Architecture. – Now working on a redesign of the site • Based on Top Tasks – Planning on implementing a customer portal • Single login – Forms – Council tax balances – Business Rates balances – Rent balances – Repairs status15
    • Basildon Summary Customer Customer Strategy Channel / IT Strategy Channels Processes
    • Basildon Summary Customer Customer Strategy Channel / IT Strategy Channels Processes
    • Caroline AndertonCustomer Communications and Engagement Manager
    • What were we trying to do?Save money through channel shiftAchieved in two ways:1. Improved information2. Making services transactional
    • Our approachGoogle analyticsTelephone metricsBusiness to give ideas of opportunities to improvecustomer service, using the web as first prioritySet service specific savings targetsCross cutting project management including core team ofCommunications, ICT, BPR, Customer Service and ofcourse GOSS. We also drew in others as necessary.
    • 21
    • Gloucestershire Summary Customer Customer Strategy Channel / IT Strategy Channels Processes
    • Gloucestershire Summary Customer Customer Strategy Channel / IT Strategy Channels Processes
    • Whats driving web improvement?BID Transformation has identified onlineself-service as a priority, to• Reduce contact costs• Meet customer expectation
    • Strategy for web improvement Get organised Review content Develop and design website Review intranet Social media
    • Website improvement project Analyse user behaviour Identify top tasks Simplify what we publish Revise navigation and user journeys Refresh design
    • Users aren’t the same
    • Personas
    • So why do it? 29
    • Persona - Brian Brian is 56. He is newly divorced, living on his own in his own house in Ickenham. He owns flats in Yiewsley and he owns an off licence in Ruislip. He has 2 boys who are currently at university. He can use a computer a bit, but is very traditional with his business by keeping everything on paper.
    • Persona - Brian
    • Hillingdon Summary Customer Customer Strategy Channel / IT Strategy Channels Processes
    • South Tyneside Metropolitan BoroughCouncil awarded 4 stars for websiteexcellence The Socitm reviewer stated:  Goodness, this site was such a pleasure to use and review.  Great landing page designs that were clearly presented with the most useful things being linked directly underneath the subheadings.  Thoroughly enjoyed this site, it was so simple and can tell that the user experience has been very carefully considered in the sites creation.  A great example for others.
    • Practical Tools 34
    • GOSS Service Analysis Metrics Tool“The ultimate way to kick-start and invigorate your Channel Shift programme” 35
    • 36
    • 37
    • 38
    • 50 39
    • Channel Metrics
    • GOSS Channel Shift ROI Calculator“Delivering real savings” 41
    • www.gossinteractive.com/calculator
    • In Summary Customer Customer Strategy Channel / IT Strategy Channels Processes
    • How do you deliver channel shift? Customer Customer Strategy Channel / IT Strategy Channels Processes