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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 View slide
  • 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 View slide
  • 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