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How to build up website take-up Best practice and networking event How to build up website take-up  (14 December 2010) How...
Introductions <ul><li>Martin Greenwood, </li></ul><ul><li>Socitm  Insight  programme manager </li></ul><ul><li>Terry Madgw...
Welcome <ul><li>Twitter hashtag  #WTS1210  </li></ul><ul><li>Welcome to our viewers </li></ul><ul><ul><li>Fixed camera onl...
Programme for morning <ul><li>Channel shifting for dummies  ( Tim Rainey, Assistant Chief Executive ,Tameside MBC ) </li><...
Programme for afternoon <ul><li>Exploiting Google Analytics  (Russell Sutton, MD Conversion Works) </li></ul><ul><li>Socit...
Customer access research study <ul><li>Early in New Year we will be publishing a report  </li></ul><ul><li>on customer acc...
Since our last seminar in Birmingham.…. <ul><li>Comprehensive Spending Review (CSR) </li></ul><ul><li>Review of DirectGov ...
Impact of severe weather  (last week in Nov)  How to build up website take-up
Increase in unique visitors (2010 cf with 2009) <ul><li>End of Nov/early Dec </li></ul><ul><li>Monday   up  84% </li></ul>...
Review of Directgov  <ul><li>Public services should be delivered online or by </li></ul><ul><li>other digital means. The r...
Letter from Senior Building Control Officer Warwick DC <ul><li>................................... </li></ul><ul><li>Shoul...
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 <ul><li>Communications do not assume online as  default </li></ul><ul><li>Termin...
How to build up website take-up
What are the barriers to  maximising self service? <ul><li>Clearly, design of the whole customer journey </li></ul><ul><li...
Changing age profile of web visitors  <ul><li>Over 65s Percentage of total visitors </li></ul><ul><li>October 2005     1.5...
Is channel shift a corporate objective?  <ul><li>Compare results of two online services where </li></ul><ul><li>national s...
Online school admissions  <ul><li>Top 10  (% online) </li></ul><ul><li>North Somerset 99.2 </li></ul><ul><li>Gloucestershi...
Online planning applications  <ul><li>Top 10  (% online) </li></ul><ul><li>Ealing  107.3 </li></ul><ul><li>High Peak     9...
Online school admissions and  planning applications (out of 125 councils) <ul><li>Only councils in upper quartile of both ...
Online school admissions and  planning applications (out of 125 councils) <ul><li>7 councils (5%)  in both upper quartiles...
Is channel shift a corporate objective?  <ul><li>Only in a very few cases, it seems </li></ul><ul><li>Another test is abil...
Can your council report impact of channel shift? How to build up website take-up
Can your council report impact of channel shift? <ul><li>In November we invited councils for information </li></ul><ul><li...
Example of strong corporate commitment to all service managers <ul><li>…  how will we increase self-service? </li></ul><ul...
Q4  What was your main purpose for    coming to the website today? <ul><li>Make a payment     4.00% </li></ul><ul><li>Make...
Q4  What was your main purpose for    coming to the website today? <ul><li>Find information 58.73% </li></ul><ul><li>3 .5x...
Lessons from survey into online services for schools (DfE) <ul><li>Overall rating of information  </li></ul><ul><li>about ...
Lessons from survey into online services for schools (DfE) <ul><li>Correlations between success  and  </li></ul><ul><li>pr...
Better connected  reviewer comments <ul><li>Appeals </li></ul><ul><li>Making an appeal after an </li></ul><ul><li>applicat...
In conclusion <ul><li>Design of the customer experience is critical </li></ul><ul><li>People’s behaviours do change over t...
<ul><li>Any comments ? </li></ul>How to build up website take-up
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Customer Access - Improvement Service

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

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Transcript of "Customer Access - Improvement Service"

  1. 1. 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
  2. 2. Introductions <ul><li>Martin Greenwood, </li></ul><ul><li>Socitm Insight programme manager </li></ul><ul><li>Terry Madgwick, </li></ul><ul><li>Socitm Insight project manager for website take-up service </li></ul><ul><li>Vicky Sargent , marketing adviser </li></ul><ul><li>plus our guest speakers </li></ul>How to build up website take-up
  3. 3. Welcome <ul><li>Twitter hashtag #WTS1210 </li></ul><ul><li>Welcome to our viewers </li></ul><ul><ul><li>Fixed camera only </li></ul></ul><ul><ul><li>E-mail questions and comments to [email_address] </li></ul></ul><ul><ul><li>Interested in your views during or after event </li></ul></ul><ul><li>Your views on our service (printed yellow) </li></ul>How to build up website take-up
  4. 4. Programme for morning <ul><li>Channel shifting for dummies ( Tim Rainey, Assistant Chief Executive ,Tameside MBC ) </li></ul><ul><li>Future of DirectGov (Cabinet Office) </li></ul><ul><li>An open source website (Fil Thurlow. Bolsover DC) </li></ul>How to build up website take-up
  5. 5. Programme for afternoon <ul><li>Exploiting Google Analytics (Russell Sutton, MD Conversion Works) </li></ul><ul><li>Socitm’s web professional scheme </li></ul><ul><li>(Ellen Jessett, Head of Membership, Socitm) </li></ul><ul><li>6. Website take-up service in 2011 (Terry Madgwick, Socitm Insight ) </li></ul>How to build up website take-up
  6. 6. Customer access research study <ul><li>Early in New Year we will be publishing a report </li></ul><ul><li>on customer access and channel shift </li></ul><ul><li>We will continue to seek and publish examples of </li></ul><ul><li>good practice in customer access. </li></ul><ul><li>If you think you have a good story, or know </li></ul><ul><li>someone else who has, please contact </li></ul><ul><li>[email_address] . </li></ul>How to build up website take-up
  7. 7. Since our last seminar in Birmingham.…. <ul><li>Comprehensive Spending Review (CSR) </li></ul><ul><li>Review of DirectGov (Martha Lane Fox) </li></ul><ul><li>But first................. </li></ul>How to build up website take-up
  8. 8. Impact of severe weather (last week in Nov) How to build up website take-up
  9. 9. Increase in unique visitors (2010 cf with 2009) <ul><li>End of Nov/early Dec </li></ul><ul><li>Monday up 84% </li></ul><ul><li>Tuesday up 166% </li></ul><ul><li>Wednesday up 145% </li></ul><ul><li>Thursday up 136% </li></ul><ul><li>Friday up 74% </li></ul><ul><li>Saturday up 35% </li></ul><ul><li>Sunday up 61% </li></ul><ul><ul><li>Total up 109% </li></ul></ul>How to build up website take-up
  10. 10. Review of Directgov <ul><li>Public services should be delivered online or by </li></ul><ul><li>other digital means. The report, and the </li></ul><ul><li>Government’s initial response, argues for a </li></ul><ul><li>channel shift that will increasingly see public </li></ul><ul><li>services provided digitally ‘by default’ </li></ul><ul><li>Revolution not evolution </li></ul><ul><li>Martha Lane Fox </li></ul><ul><li>UK Digital Champion </li></ul><ul><li>23 November 2010 </li></ul>How to build up website take-up
  11. 11. Letter from Senior Building Control Officer Warwick DC <ul><li>................................... </li></ul><ul><li>Should you wish to discuss the current situation </li></ul><ul><li>of your application or to arrange a </li></ul><ul><li>progress/completion discussion inspection, please </li></ul><ul><li>telephone or email me. Alternatively you can </li></ul><ul><li>book an inspection online using the Building </li></ul><ul><li>Control Register at www.warwickdc.gov.uk </li></ul>How to build up website take-up
  12. 12. Home page How to build up website take-up
  13. 13. Home page >>‘Book it’ page How to build up website take-up
  14. 14. ‘ Book it’ page to ‘Online services’ How to build up website take-up
  15. 15. ‘ Online services ‘ to ‘Building regulations applications’ (Also found via ‘search’) How to build up website take-up
  16. 16. A to Z entry for ‘Building regulations’ How to build up website take-up
  17. 17. Lessons to learn from Warwick DC example <ul><li>Communications do not assume online as default </li></ul><ul><li>Terminology inconsistent (letter cf website) – is it ‘building control’ or ‘building regulations’? </li></ul><ul><li>Not easy to find transaction </li></ul><ul><li>Site search does not throw up ‘inspection’ </li></ul><ul><li>Search register via full address, not postcode </li></ul><ul><li>None, perhaps, are major errors, but whole </li></ul><ul><li>experience is rather confusing </li></ul>How to build up website take-up
  18. 18. How to build up website take-up
  19. 19. What are the barriers to maximising self service? <ul><li>Clearly, design of the whole customer journey </li></ul><ul><li>‘ Many will never use self-service?’ some say </li></ul>How to build up website take-up
  20. 20. Changing age profile of web visitors <ul><li>Over 65s Percentage of total visitors </li></ul><ul><li>October 2005 1.53% </li></ul><ul><li>October 2010 11.98% </li></ul>How to build up website take-up
  21. 21. Is channel shift a corporate objective? <ul><li>Compare results of two online services where </li></ul><ul><li>national statistics are available: </li></ul><ul><li>Schools admissions (England only) </li></ul><ul><li>Planning applications (England and Wales) </li></ul>How to build up website take-up
  22. 22. Online school admissions <ul><li>Top 10 (% online) </li></ul><ul><li>North Somerset 99.2 </li></ul><ul><li>Gloucestershire CC 94.7 </li></ul><ul><li>Devon CC 92.2 </li></ul><ul><li>Cambridgeshire CC 92.2 </li></ul><ul><li>Hertfordshire CC 87.8 </li></ul><ul><li>Bath & NE Somerset 85.7 </li></ul><ul><li>Somerset CC 85.5 </li></ul><ul><li>Surrey CC 83.8 </li></ul><ul><li>Plymouth City 83.4 </li></ul><ul><li>East Riding 82.9 </li></ul><ul><li>Bottom 10 (% online) </li></ul><ul><li>Walsall MBC 8.7 </li></ul><ul><li>Medway 7.7 </li></ul><ul><li>Sandwell MBC 7.3 </li></ul><ul><li>Liverpool City 6.8 </li></ul><ul><li>Thurrock BC 6.6 </li></ul><ul><li>Cumbria CC 6.3 </li></ul><ul><li>Blackburn with Darwen 5.7 </li></ul><ul><li>North Tyneside MBC 5.2 </li></ul><ul><li>Newham 3.0 </li></ul><ul><li>Wirral MBC 0.0 </li></ul>How to build up website take-up
  23. 23. Online planning applications <ul><li>Top 10 (% online) </li></ul><ul><li>Ealing 107.3 </li></ul><ul><li>High Peak 92.7 </li></ul><ul><li>Hastings 91.2 </li></ul><ul><li>Enfield 81.3 </li></ul><ul><li>Stoke on Trent 80.6 </li></ul><ul><li>Hinckley & Bosworth 80.6 </li></ul><ul><li>Dacorum 79.5 </li></ul><ul><li>Guildford 79.1 </li></ul><ul><li>Richmond 73.4 </li></ul><ul><li>Oadby & Wigston 68.9 </li></ul><ul><li>Bottom 10 (% online) </li></ul><ul><li>Oswestry 14.2 </li></ul><ul><li>South Shropshire 13.2 </li></ul><ul><li>Neath Port Talbot 13.1 </li></ul><ul><li>Blyth Valley 12.7 </li></ul><ul><li>Swansea 12.2 </li></ul><ul><li>Tunbridge Wells 11.9 </li></ul><ul><li>Chester-le-Street 10.9 </li></ul><ul><li>Blaenau Gwent CBC 10.6 </li></ul><ul><li>Caerphilly CBC. 9.8 </li></ul><ul><li>Chiltern 0.0 </li></ul>How to build up website take-up
  24. 24. Online school admissions and planning applications (out of 125 councils) <ul><li>Only councils in upper quartile of both </li></ul><ul><li>Blackpool BC </li></ul><ul><li>Derby City </li></ul><ul><li>Dudley MBC </li></ul><ul><li>East Riding of Yorkshire </li></ul><ul><li>Hackney </li></ul><ul><li>Richmond </li></ul><ul><li>St. Helens MBC </li></ul>How to build up website take-up
  25. 25. Online school admissions and planning applications (out of 125 councils) <ul><li>7 councils (5%) in both upper quartiles </li></ul><ul><li>43 councils (34%) in one upper quartile </li></ul><ul><li>28 councils (22%) below the median in both </li></ul><ul><li>Remaining 47 (39%) councils in between </li></ul>How to build up website take-up
  26. 26. Is channel shift a corporate objective? <ul><li>Only in a very few cases, it seems </li></ul><ul><li>Another test is ability to measure impact </li></ul>How to build up website take-up
  27. 27. Can your council report impact of channel shift? How to build up website take-up
  28. 28. Can your council report impact of channel shift? <ul><li>In November we invited councils for information </li></ul><ul><li>about customer contacts via phone or face-to- </li></ul><ul><li>face, esp breakdown by main service areas. </li></ul><ul><li>Only 12 out of 19 provided any information about both these channels </li></ul><ul><li>In only four cases were categories ‘mostly the same’ </li></ul><ul><li>So, where data collection exists, it is done in silos! </li></ul>How to build up website take-up
  29. 29. Example of strong corporate commitment to all service managers <ul><li>… how will we increase self-service? </li></ul><ul><li>It’s built into our future shape design </li></ul><ul><li>We will charge fairly and recover costs </li></ul><ul><li>It will be easier to self-serve </li></ul><ul><li>It will often be cheaper </li></ul><ul><li>We will heavily market self-service (helping us help you) </li></ul><ul><li>Local face-to-face customer service centres will help people make the move to self-service </li></ul><ul><li>Director of performance, Sheffield City Council </li></ul>How to build up website take-up
  30. 30. Q4 What was your main purpose for coming to the website today? <ul><li>Make a payment 4.00% </li></ul><ul><li>Make a booking 1.74% </li></ul><ul><li>Report a problem 2.45% </li></ul><ul><li>Request a service 3.95% </li></ul><ul><li>Make an application 4.33% </li></ul><ul><li>Find information 58.73% </li></ul><ul><li>Just browsing 13.13% </li></ul><ul><li>Other 11.67% </li></ul>
  31. 31. Q4 What was your main purpose for coming to the website today? <ul><li>Find information 58.73% </li></ul><ul><li>3 .5x </li></ul><ul><li>Complete a transaction 16.47% </li></ul><ul><li>Just browsing 13.13% </li></ul><ul><li>Other 11.67% </li></ul><ul><li>So, focus as much on information requests as </li></ul><ul><li>on services </li></ul>
  32. 32. Lessons from survey into online services for schools (DfE) <ul><li>Overall rating of information </li></ul><ul><li>about schools </li></ul><ul><li>The exceptions (very good): </li></ul><ul><li>Central Bedfordshire </li></ul><ul><li>Kingston </li></ul><ul><li>Leicester City </li></ul><ul><li>North Yorkshire CC </li></ul><ul><li>Solihull MBC </li></ul><ul><li>Surrey CC </li></ul><ul><li>Tameside MBC </li></ul>How to build up website take-up
  33. 33. Lessons from survey into online services for schools (DfE) <ul><li>Correlations between success and </li></ul><ul><li>promotion on home page </li></ul><ul><li>ease of finding from home page </li></ul><ul><li>overall provision of information </li></ul><ul><li>This suggests poor understanding of what is </li></ul><ul><li>important in terms of achieving efficiency </li></ul>How to build up website take-up
  34. 34. Better connected reviewer comments <ul><li>Appeals </li></ul><ul><li>Making an appeal after an </li></ul><ul><li>application is probably a pretty </li></ul><ul><li>regular thing where schools get </li></ul><ul><li>oversubscribed. I was amazed </li></ul><ul><li>at how often the appeals </li></ul><ul><li>content (when present!) was in </li></ul><ul><li>a different part of the education </li></ul><ul><li>section rather than grouped </li></ul><ul><li>with admissions information </li></ul><ul><li>Home page promotion </li></ul><ul><li>This is crucial in my opinion. If </li></ul><ul><li>there was no home page link </li></ul><ul><li>very often I struggled to find </li></ul><ul><li>information about admissions, </li></ul><ul><li>even via navigation. Given that </li></ul><ul><li>we’re likely to be more patient </li></ul><ul><li>than parents, this underlines </li></ul><ul><li>the need for effective home </li></ul><ul><li>page promotion </li></ul>How to build up website take-up
  35. 35. In conclusion <ul><li>Design of the customer experience is critical </li></ul><ul><li>People’s behaviours do change over time </li></ul><ul><li>Promotion of the online service also matters </li></ul><ul><li>Focus on information as well as the transaction </li></ul><ul><li>Most important of all, </li></ul><ul><li>Corporate commitment is now essential </li></ul>How to build up website take-up
  36. 36. <ul><li>Any comments ? </li></ul>How to build up website take-up
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