Martin Greenwood, Socitm Insight - customer access
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Martin Greenwood, Socitm Insight - customer access

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Part of presentation on customer access and channel shift presented to the annual conference of the public sector IT management organisation, Socitm, on 11 October 2010

Part of presentation on customer access and channel shift presented to the annual conference of the public sector IT management organisation, Socitm, on 11 October 2010

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Martin Greenwood, Socitm Insight - customer access Presentation Transcript

  • 1. Socitm 2010 workshop: customer access & channel shift Martin Greenwood Socitm Insight
  • 2. Some fundamentals • web is cheapest/best channel for many enquiries • web is already the dominant customer channel • channel shift has not been a priority until now • many councils do not know volumes associated with main customer channels and how they are changing © Socitm Ltd
  • 3. Where’s our data from? - 1 Better connected: Socitm’s annual survey of all council websites Every site reviewed by expert team from a customer perspective – tests usefulness and usability © Socitm Ltd
  • 4. Where’s our data from? - 2 Website take-up service Used by 33% of all councils Pop-up survey offered to one in five web users What were they looking for did they find it, how good was the experience? © Socitm Ltd
  • 5. Where’s our data from? - 3 Channel value benchmarking Small groups of councils Compare cost, scope and value from all channels Benchmarking to identify improvement © Socitm Ltd
  • 6. Web is already the dominant channel Listen to what customers do: not what they say they do Source: GovMetric (May 2010)
  • 7. Scale and growth of web enquiries Visits* Jan 10 Feb 10 Jul 10 Visits to WTS sites 17,941,295 11,045,691 13,124,962 Estimate for all UK 45.5m 30.9m 34.5m Change for all UK Up 37.3% Up 5.3% Up 11.7% Source: WTS. (Definition of visit conforms with CoI guidelines) 7
  • 8. Web is the cheapest channel • Face-to-face £7.40 per visit • Face-to-face £7.81 • Telephone £4.00 • Phone £2.90 per call • Web £0.17 • Web £0.32 per visitor (Source NWeGG. 2006) Also, another study (Source: (Apr 09) Socitm Insight, Aug 2010) • Face-to-face £5.51 • Telephone £2.53 • Web £0.17 8
  • 9. Web is not joined up with other channels - 1 According to Better connected 2010 just 49% of councils refer out of hours callers to the website Better connected first reported on this telephone test in 2006 – when 20% referred callers to website 9
  • 10. Web is not joined up with other channels - 2 Result of recent survey for forthcoming customer access and online channel report Q Are face-to-face, phone and web channels managed in the same or different departments/directorates? A Same 55% Different 45% 10
  • 11. Websites not good enough for shift: Q Did you find what you were looking for today ? evidence from Website take-up service • 21.14% say ‘No, not at all’ • 21.26% say ‘ Yes, in part’ Source: Website take-up service (April 2010) 11
  • 12. Cost of web visit failures • Calculation is based on likelihood that customers will revert to more costly phone or f2f channel • We ask customers for preferred channel after web • We multiply failures by alternative channel cost 12
  • 13. Web failures are costly For the full year Cost of failure (£2.90 per failed visit) Shire county £1.27m Shire district £0.26m London borough £1.13m Met district £1.18m Unitary (E) £0.90m Unitary (W) £0.52m Unitary (S) £0.62m 13
  • 14. Understanding channel volumes and cost: the starting point for channel shift © Socitm Ltd