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Best practice and networking event

Best practice and networking event
How to build up website take-up (14 December 2010)

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    Customer Access - Improvement Service Customer Access - Improvement Service Presentation Transcript

    • How to build up website take-up Best practice and networking event How to build up website take-up (14 December 2010) How to build up website up website take-up
    • Introductions
      • Martin Greenwood,
      • Socitm Insight programme manager
      • Terry Madgwick,
      • Socitm Insight project manager for website take-up service
      • Vicky Sargent , marketing adviser
      • plus our guest speakers
      How to build up website take-up
    • Welcome
      • Twitter hashtag #WTS1210
      • Welcome to our viewers
        • Fixed camera only
        • E-mail questions and comments to [email_address]
        • Interested in your views during or after event
      • Your views on our service (printed yellow)
      How to build up website take-up
    • Programme for morning
      • Channel shifting for dummies ( Tim Rainey, Assistant Chief Executive ,Tameside MBC )
      • Future of DirectGov (Cabinet Office)
      • An open source website (Fil Thurlow. Bolsover DC)
      How to build up website take-up
    • Programme for afternoon
      • Exploiting Google Analytics (Russell Sutton, MD Conversion Works)
      • Socitm’s web professional scheme
      • (Ellen Jessett, Head of Membership, Socitm)
      • 6. Website take-up service in 2011 (Terry Madgwick, Socitm Insight )
      How to build up website take-up
    • Customer access research study
      • Early in New Year we will be publishing a report
      • on customer access and channel shift
      • We will continue to seek and publish examples of
      • good practice in customer access.
      • If you think you have a good story, or know
      • someone else who has, please contact
      • [email_address] .
      How to build up website take-up
    • Since our last seminar in Birmingham.….
      • Comprehensive Spending Review (CSR)
      • Review of DirectGov (Martha Lane Fox)
      • But first.................
      How to build up website take-up
    • Impact of severe weather (last week in Nov) How to build up website take-up
    • Increase in unique visitors (2010 cf with 2009)
      • End of Nov/early Dec
      • Monday up 84%
      • Tuesday up 166%
      • Wednesday up 145%
      • Thursday up 136%
      • Friday up 74%
      • Saturday up 35%
      • Sunday up 61%
        • Total up 109%
      How to build up website take-up
    • Review of Directgov
      • Public services should be delivered online or by
      • other digital means. The report, and the
      • Government’s initial response, argues for a
      • channel shift that will increasingly see public
      • services provided digitally ‘by default’
      • Revolution not evolution
      • Martha Lane Fox
      • UK Digital Champion
      • 23 November 2010
      How to build up website take-up
    • Letter from Senior Building Control Officer Warwick DC
      • ...................................
      • Should you wish to discuss the current situation
      • of your application or to arrange a
      • progress/completion discussion inspection, please
      • telephone or email me. Alternatively you can
      • book an inspection online using the Building
      • Control Register at www.warwickdc.gov.uk
      How to build up website take-up
    • Home page How to build up website take-up
    • Home page >>‘Book it’ page How to build up website take-up
    • ‘ Book it’ page to ‘Online services’ How to build up website take-up
    • ‘ Online services ‘ to ‘Building regulations applications’ (Also found via ‘search’) How to build up website take-up
    • A to Z entry for ‘Building regulations’ How to build up website take-up
    • Lessons to learn from Warwick DC example
      • Communications do not assume online as default
      • Terminology inconsistent (letter cf website) – is it ‘building control’ or ‘building regulations’?
      • Not easy to find transaction
      • Site search does not throw up ‘inspection’
      • Search register via full address, not postcode
      • None, perhaps, are major errors, but whole
      • experience is rather confusing
      How to build up website take-up
    • How to build up website take-up
    • What are the barriers to maximising self service?
      • Clearly, design of the whole customer journey
      • ‘ Many will never use self-service?’ some say
      How to build up website take-up
    • Changing age profile of web visitors
      • Over 65s Percentage of total visitors
      • October 2005 1.53%
      • October 2010 11.98%
      How to build up website take-up
    • Is channel shift a corporate objective?
      • Compare results of two online services where
      • national statistics are available:
      • Schools admissions (England only)
      • Planning applications (England and Wales)
      How to build up website take-up
    • Online school admissions
      • Top 10 (% online)
      • North Somerset 99.2
      • Gloucestershire CC 94.7
      • Devon CC 92.2
      • Cambridgeshire CC 92.2
      • Hertfordshire CC 87.8
      • Bath & NE Somerset 85.7
      • Somerset CC 85.5
      • Surrey CC 83.8
      • Plymouth City 83.4
      • East Riding 82.9
      • Bottom 10 (% online)
      • Walsall MBC 8.7
      • Medway 7.7
      • Sandwell MBC 7.3
      • Liverpool City 6.8
      • Thurrock BC 6.6
      • Cumbria CC 6.3
      • Blackburn with Darwen 5.7
      • North Tyneside MBC 5.2
      • Newham 3.0
      • Wirral MBC 0.0
      How to build up website take-up
    • Online planning applications
      • Top 10 (% online)
      • Ealing 107.3
      • High Peak 92.7
      • Hastings 91.2
      • Enfield 81.3
      • Stoke on Trent 80.6
      • Hinckley & Bosworth 80.6
      • Dacorum 79.5
      • Guildford 79.1
      • Richmond 73.4
      • Oadby & Wigston 68.9
      • Bottom 10 (% online)
      • Oswestry 14.2
      • South Shropshire 13.2
      • Neath Port Talbot 13.1
      • Blyth Valley 12.7
      • Swansea 12.2
      • Tunbridge Wells 11.9
      • Chester-le-Street 10.9
      • Blaenau Gwent CBC 10.6
      • Caerphilly CBC. 9.8
      • Chiltern 0.0
      How to build up website take-up
    • Online school admissions and planning applications (out of 125 councils)
      • Only councils in upper quartile of both
      • Blackpool BC
      • Derby City
      • Dudley MBC
      • East Riding of Yorkshire
      • Hackney
      • Richmond
      • St. Helens MBC
      How to build up website take-up
    • Online school admissions and planning applications (out of 125 councils)
      • 7 councils (5%) in both upper quartiles
      • 43 councils (34%) in one upper quartile
      • 28 councils (22%) below the median in both
      • Remaining 47 (39%) councils in between
      How to build up website take-up
    • Is channel shift a corporate objective?
      • Only in a very few cases, it seems
      • Another test is ability to measure impact
      How to build up website take-up
    • Can your council report impact of channel shift? How to build up website take-up
    • Can your council report impact of channel shift?
      • In November we invited councils for information
      • about customer contacts via phone or face-to-
      • face, esp breakdown by main service areas.
      • Only 12 out of 19 provided any information about both these channels
      • In only four cases were categories ‘mostly the same’
      • So, where data collection exists, it is done in silos!
      How to build up website take-up
    • Example of strong corporate commitment to all service managers
      • … how will we increase self-service?
      • It’s built into our future shape design
      • We will charge fairly and recover costs
      • It will be easier to self-serve
      • It will often be cheaper
      • We will heavily market self-service (helping us help you)
      • Local face-to-face customer service centres will help people make the move to self-service
      • Director of performance, Sheffield City Council
      How to build up website take-up
    • Q4 What was your main purpose for coming to the website today?
      • Make a payment 4.00%
      • Make a booking 1.74%
      • Report a problem 2.45%
      • Request a service 3.95%
      • Make an application 4.33%
      • Find information 58.73%
      • Just browsing 13.13%
      • Other 11.67%
    • Q4 What was your main purpose for coming to the website today?
      • Find information 58.73%
      • 3 .5x
      • Complete a transaction 16.47%
      • Just browsing 13.13%
      • Other 11.67%
      • So, focus as much on information requests as
      • on services
    • Lessons from survey into online services for schools (DfE)
      • Overall rating of information
      • about schools
      • The exceptions (very good):
      • Central Bedfordshire
      • Kingston
      • Leicester City
      • North Yorkshire CC
      • Solihull MBC
      • Surrey CC
      • Tameside MBC
      How to build up website take-up
    • Lessons from survey into online services for schools (DfE)
      • Correlations between success and
      • promotion on home page
      • ease of finding from home page
      • overall provision of information
      • This suggests poor understanding of what is
      • important in terms of achieving efficiency
      How to build up website take-up
    • Better connected reviewer comments
      • Appeals
      • Making an appeal after an
      • application is probably a pretty
      • regular thing where schools get
      • oversubscribed. I was amazed
      • at how often the appeals
      • content (when present!) was in
      • a different part of the education
      • section rather than grouped
      • with admissions information
      • Home page promotion
      • This is crucial in my opinion. If
      • there was no home page link
      • very often I struggled to find
      • information about admissions,
      • even via navigation. Given that
      • we’re likely to be more patient
      • than parents, this underlines
      • the need for effective home
      • page promotion
      How to build up website take-up
    • In conclusion
      • Design of the customer experience is critical
      • People’s behaviours do change over time
      • Promotion of the online service also matters
      • Focus on information as well as the transaction
      • Most important of all,
      • Corporate commitment is now essential
      How to build up website take-up
      • Any comments ?
      How to build up website take-up