Council websites:  a step change in improvement ? Martin Greenwood
Never a better time than now <ul><li>Government desperate to save money </li></ul><ul><li>… ..and to be transparent </li><...
Better connected for business  (July 8) <ul><li>‘ Patchy performance at best ’ </li></ul><ul><li>For majority, </li></ul><...
The Birmingham City website redesign <ul><li>Web project management in future needs to be applied at a  more senior level ...
The Birmingham City website re-design <ul><li>Recommendation </li></ul><ul><li>Director solely responsible for governance ...
The Birmingham City website re-design <ul><li>Can the customers and citizens of </li></ul><ul><li>Birmingham find what the...
Crisis of governance <ul><li>Do we need a website at all? </li></ul>14 July Building perfect council website '10
Crisis of governance <ul><li>How well is the website performing? </li></ul><ul><li>What should we do to improve performanc...
The key arguments <ul><li>Web is cheapest and most used channel  </li></ul><ul><li>Usage is also increasing steadily </li>...
Usage continues to rise <ul><li>Increases in number of visits.. Now running at 32m per month </li></ul>14 July Building pe...
But so does visit failure <ul><li>‘ Not found what you were looking for?’ </li></ul><ul><li>‘ 9.3%  increase in 18 months’...
And visitor satisfaction drops <ul><li>’ 13.2% drop in 18 months’  </li></ul>14 July Building perfect council website '10
Website performance <ul><li>The website that succeeds get constant feedback from their customers as they seek to complete ...
Website performance <ul><li>Do you know what  your customers think of  your website?  </li></ul>14 July Building perfect c...
Website performance <ul><li>Do you know what  your customers think of  your website?   </li></ul><ul><li>Some of you do, b...
First steps with Google Analytics 14 July Building perfect council website '10 Council Region Visits Page Pages /  Bounce ...
Task management <ul><li>You must measure success </li></ul><ul><li>To improve, you must focus on top tasks </li></ul><ul><...
We have identified ten things that council chief executives should ask about their website <ul><li>Q1 How much do failed w...
Task management <ul><li>More in BC2010..... </li></ul><ul><li>But vital to engage with </li></ul><ul><li>decision-makers <...
A step change in improvement ? <ul><li>Any questions or comments? </li></ul>14 July Building perfect council website '10
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Council websites a step change in improvement - martin greenwood

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Council websites a step change in improvement - martin greenwood

  1. 1. Council websites: a step change in improvement ? Martin Greenwood
  2. 2. Never a better time than now <ul><li>Government desperate to save money </li></ul><ul><li>… ..and to be transparent </li></ul><ul><li>So much now depends on self-service </li></ul><ul><li>But all is not well………………… </li></ul>
  3. 3. Better connected for business (July 8) <ul><li>‘ Patchy performance at best ’ </li></ul><ul><li>For majority, </li></ul><ul><li>Inconsistent implementation </li></ul><ul><li>Lack of care over customer journey </li></ul><ul><li>For minority, </li></ul><ul><li>little or no effort has as yet been made to comply, </li></ul><ul><li>owing to lack of awareness, commitment or </li></ul><ul><li>resources </li></ul>14 July Building perfect council website '10
  4. 4. The Birmingham City website redesign <ul><li>Web project management in future needs to be applied at a more senior level </li></ul><ul><li>Web as a whole should be seen as the pivotal channel that it is and must have a higher profile at executive level </li></ul><ul><li>Web projects should be service-led rather than technology-led </li></ul><ul><li>Independent review, June 2010 </li></ul>14 July Building perfect council website '10
  5. 5. The Birmingham City website re-design <ul><li>Recommendation </li></ul><ul><li>Director solely responsible for governance of web-based services – a “Web Services Director”. </li></ul><ul><li>If not feasible, Customer Services should be responsible for the web. </li></ul><ul><li>Independent review, June 2010 </li></ul>14 July Building perfect council website '10
  6. 6. The Birmingham City website re-design <ul><li>Can the customers and citizens of </li></ul><ul><li>Birmingham find what they’re looking for? </li></ul><ul><li>The simple answer is yes, in broad terms, </li></ul><ul><li>although more work could now be done . </li></ul><ul><li>(Unnamed) author of report </li></ul><ul><li>But absolutely no evidence for saying this ! </li></ul>14 July Building perfect council website '10
  7. 7. Crisis of governance <ul><li>Do we need a website at all? </li></ul>14 July Building perfect council website '10
  8. 8. Crisis of governance <ul><li>How well is the website performing? </li></ul><ul><li>What should we do to improve performance? </li></ul>14 July Building perfect council website '10
  9. 9. The key arguments <ul><li>Web is cheapest and most used channel </li></ul><ul><li>Usage is also increasing steadily </li></ul><ul><li>But visit failure is increasing (and visitor satisfaction is dropping) </li></ul><ul><li>This creates costly and avoidable contact in other channels (esp phone) </li></ul><ul><li>The web must work right first time, every time </li></ul><ul><li>You need the management information to communicate this </li></ul>14 July Building perfect council website '10
  10. 10. Usage continues to rise <ul><li>Increases in number of visits.. Now running at 32m per month </li></ul>14 July Building perfect council website '10
  11. 11. But so does visit failure <ul><li>‘ Not found what you were looking for?’ </li></ul><ul><li>‘ 9.3% increase in 18 months’ </li></ul>14 July Building perfect council website '10
  12. 12. And visitor satisfaction drops <ul><li>’ 13.2% drop in 18 months’ </li></ul>14 July Building perfect council website '10
  13. 13. Website performance <ul><li>The website that succeeds get constant feedback from their customers as they seek to complete tasks on the website </li></ul><ul><li>The stranger’s long neck </li></ul><ul><li>(June 2010, Gerry McGovern) </li></ul>14 July Building perfect council website '10
  14. 14. Website performance <ul><li>Do you know what your customers think of your website? </li></ul>14 July Building perfect council website '10
  15. 15. Website performance <ul><li>Do you know what your customers think of your website? </li></ul><ul><li>Some of you do, but not enough of you </li></ul><ul><li>Also important to find out, </li></ul><ul><li>Do you know what your customers do? </li></ul>14 July Building perfect council website '10
  16. 16. First steps with Google Analytics 14 July Building perfect council website '10 Council Region Visits Page Pages / Bounce Avge time % new visits (est) views visit rate h:mm:ss Shire county East 278552 773054 2.78 0.57 0:02:04 0.35 Shire district S East 39895 195034 4.89 0.35 0:03:44 0.44 Unitary (E) N East 162770 680676 4.18 0.38 0:02:37 0.36 Shire district East 44471 118231 2.66 0.49 0:02:01 0.70 Shire district East 39514 173083 4.38 0.22 0:03:24 0.44 Shire district W Mids 18968 81498 4.30 0.28 0:02:28 0.54 Unitary (W) Wales 57598 241242 4.19 0.33 0:02:23 0.35 Met district N West 102548 291641 2.84 0.48 0:01:58 0.46 Unitary (W) Wales 102548 668964 6.52 0.39 0:03:14 0.41
  17. 17. Task management <ul><li>You must measure success </li></ul><ul><li>To improve, you must focus on top tasks </li></ul><ul><li>And you must measure their success </li></ul>14 July Building perfect council website '10
  18. 18. We have identified ten things that council chief executives should ask about their website <ul><li>Q1 How much do failed website visits </li></ul><ul><li>cost your council? </li></ul><ul><li>Q2 What proportion of council enquiries </li></ul><ul><li>now come in via your website? </li></ul><ul><li>Q3 What are the top tasks that people </li></ul><ul><li>want to carry out on your website? </li></ul>14 July Building perfect council website '10
  19. 19. Task management <ul><li>More in BC2010..... </li></ul><ul><li>But vital to engage with </li></ul><ul><li>decision-makers </li></ul>14 July Building perfect council website '10
  20. 20. A step change in improvement ? <ul><li>Any questions or comments? </li></ul>14 July Building perfect council website '10

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