Surrey County Council - Channel Optimisation

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Surrey County Council - Channel Optimisation

  1. 1. Developing a Customer Access Strategy for a Lean Future Simon Pollock Head of Customer Service
  2. 2. Today <ul><li>Channel Shift </li></ul><ul><li>Surrey’s Access Strategy </li></ul><ul><li>Discussion </li></ul>
  3. 3. Channel Shift
  4. 4. Authors Sarah Fogden, Cabinet Office Bob Kamall, Cabinet Office Carolyn Cho, Cabinet Office Stephen Dodson, DC10plus Marin Herbert, Student Loans Company Simon Pollock, Surrey County Council
  5. 6. 1. The internet is not always the best channel
  6. 7. <ul><li>“… ..channel shift DOES NOT mean simply moving an organisation’s customer contact online…. </li></ul>
  7. 8. <ul><li>“… ..deliberate channel shift is the design and marketing of effective and efficient channels because they are the most appropriate channel for the type of contact, customer and organisation….” </li></ul>
  8. 10. Channel Hopping
  9. 11. 2. Place One Person in Control
  10. 12. Who’s in Charge?
  11. 13. Who’s in Charge?
  12. 14. Channel Shift at Surrey
  13. 15. Channel Shift at Surrey
  14. 16. 3. The Contact Centre Use the Public Website
  15. 17. Use the Public Website
  16. 18. 4. Don’t Build Internal Knowledge Systems
  17. 19. Don’t Build Internal Knowledge Systems
  18. 20. 5. Look at the Exit Pages
  19. 21. Look at the Exit Pages <ul><li>“… the key to driving people online is offering good online experiences, good customer service and outputting good information….” </li></ul><ul><li>Tim Moss </li></ul><ul><li>Director </li></ul><ul><li>Corporate Strategy Companies House </li></ul>
  20. 22. 6. Compare Conversion Rates Across Channels
  21. 23. 5% 42%
  22. 24. 7. Don’t Launch “Internet Only” Services
  23. 25. Don’t Launch Web Only Services
  24. 26. Don’t Launch Web Only Services “ It is unlawful for a public authority to discriminate against a disabled person in carrying out it’s functions”
  25. 27. 8. Don’t Pay by Transaction for Outsourced Calls
  26. 28. Don’t Pay by Transaction for Outsourced Calls
  27. 29. 9. Don’t Reinvent the Wheel
  28. 30. Don’t Reinvent the Wheel
  29. 31. 10. Engage Marketing and Comms Experts
  30. 34. The Top 10
  31. 35. The Top 10 <ul><li>1. Don’t just think “internet” for channel shift – online is not always the best channel </li></ul><ul><li>2. Place one person in control </li></ul><ul><li>3. Get the contact centre staff to transact using the public website </li></ul><ul><li>4. Use the public website as your internal knowledge database </li></ul><ul><li>5. Look at the “exit pages” on your website to see where transactions are failing </li></ul><ul><li>6. Compare conversion rates via different channels </li></ul><ul><li>7. Don’t launch internet only services for the public, it’s against the law! </li></ul><ul><li>8. Don’t sign any outsourced contracts that are paid per transaction </li></ul><ul><li>9. Find out what’s worked elsewhere </li></ul><ul><li>10. Engage marketing or communications experts </li></ul>
  32. 36. Surrey’s Contact Strategy
  33. 37. Contact Centres Demand for contact stimulated Customer chooses channel Contact arrives Contact handled Contact resolved.. or not…. by us or others Where we have been focussing
  34. 38. Contact Centres Demand for contact stimulated Contact arrives Contact handled Contact resolved.. or not…. by us or others Where we are now focussing Customer chooses channel Customer chooses channel
  35. 39. Surrey’s Channel Strategy
  36. 40. Surrey’s Contact Strategy <ul><li>All new services should be built for the 24/7 web access first </li></ul><ul><li>The Contact Centre offers mediated access to the web using the public site </li></ul><ul><li>Maximum web admin rights should be given to the public </li></ul><ul><li>All contacts should be analysed every month </li></ul><ul><li>Business cases should be prepared to move more transactions online (including information transactions) </li></ul><ul><li>Where appropriate, online transactions should be closed down or signposted to more appropriate channels </li></ul>
  37. 41. Customer Services Contact Centre Web Team CSI Team SALDR BLUE BADGE STUDENT FINANCE FARE CARDS
  38. 44. Channel Shift at Surrey
  39. 45. Channel Shift at Surrey
  40. 46. Channel Shift Benefits
  41. 47. Surrey’s Contact Strategy - Crossovers
  42. 48. Contact Centres Demand for contact stimulated Contact arrives Contact handled Contact resolved.. or not…. by us or others Where we are now focussing Customer chooses channel Demand for contact stimulated
  43. 52. Surrey Pothole Process
  44. 53. Surrey Pothole Process £20 £20 £20 £20 £10
  45. 54. Surrey Pothole Process
  46. 55. Surrey Pothole Process £10
  47. 57. Surrey Pothole Process 20p
  48. 58. Surrey Social Care Process £10
  49. 59. Outbound SMS <ul><li>SMS sent out 46 hours before appointment </li></ul><ul><li>Small bills chased by text </li></ul><ul><li>School closures </li></ul><ul><li>Street light reporting </li></ul>
  50. 60. Paddling Up Stream
  51. 61. Something Interesting <ul><li>Avoidable Contact Target by April 2011 </li></ul><ul><li>- 49,985 Calls </li></ul><ul><li>Channel Shift Target by April 2011 </li></ul><ul><li>45,419 Calls </li></ul>Total Annual Call volume 500,000
  52. 62. Discussion Points
  53. 63. Questions & Discussion <ul><li>Which department do you think should “own the website”? </li></ul><ul><li>Where does this sit in your organisation? </li></ul><ul><li>How does channel management work in your organisation? </li></ul><ul><li>Are there any successes that you can share? </li></ul><ul><li>Is there a better way of managing channels? </li></ul>
  54. 64. Quick Wins
  55. 65. Quick Win 1 <ul><li>Think about each web service where you would rather have a customer ring you </li></ul><ul><ul><ul><li>Eg. Outstanding bill, social care, suicide </li></ul></ul></ul><ul><li>Place the phone number at the top of the text </li></ul>
  56. 66. Quick Win 2 <ul><li>Begin a jargon busting campaign </li></ul>“ The five Thematic Partnerships will be responsible for delivering the Surrey Community Strategy priority outcomes and LAA targets agreed by the SSP Leadership Group by developing and commissioning thematic programmes of work designed to achieve the required benefits and reporting on progress to the SSP Board and partner organisations. “ I think this means….. Five project groups will implement the Surrey Community Strategy .
  57. 67. Quick Win 3 <ul><li>Get a list of your top 20 Contact Centre call types </li></ul><ul><li>Get a friend or relative to try and find each service on your website </li></ul><ul><ul><ul><li>Eg, missed bins, registering a birth, pothole </li></ul></ul></ul><ul><li>Change the website to make the service easier to find </li></ul>

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