Putting the customer at centre february 2012


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Putting the customer at the centre of communications

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  • Now we had a case for change. Clips have won many awards New direction for targeting key audiences With agency JWT, produced iPhone app CityGT Internal workshops to educate staff Social media is the way forward
  • Around two years ago, with the arrival of the graduated licence, it kicked in Ads were being placed in newspapers. Why? Audience was 16-18 yr olds primarily. Not traditionally newspaper-readers Something needed to change
  • City GT – road safety
  • Stretched envelope to save lives Polarised community Pull back to a connection-focus
  • Looking at our customer service figures, we spotted large numbers returning to customer service centres being unclear about what documents they needed etc. Many problems with those without English as their first language. So: Five top clips into five top languages To inform, prepare and reduce traffic at CSCs Combine old and new media Determined to talk to audiences in their own language, which means using appropriate language with English speakers too
  • Hoddle St Online think tank Supplement existing communications
  • Plus twitter – tweeting about procurement opportunities and upcoming, as well as existing tenders and contracts
  • Building on what we’ve learnt Traffic app, see cameras, plug in route and plan around accidents Clearways app to help customers and reduce congestion Customer service functionality on Facebook Building a bike app Emergency map app Modernising and refocusing existing clips Driving transactions online to reduce strain on CSCs
  • Previously old fashioned, authoritarian view toward customers Users obliged to do business with us Communication done unconsciously, reactively, and by rote
  • Roads App update Registration and Licensing New customer service opportunities Transferring registrations online Safety Online logbooks for learners
  • Putting the customer at centre february 2012

    1. 1. Putting the customer at the centreDionne Lew - Director, Corporate CommunicationsMarch 2012
    2. 2. Who are VicRoads?
    3. 3. Knowing the customer Who are our customers? What do they want from us? How do they want it? When?
    4. 4. The result Social media strategy Policies
    5. 5. Digital Strategies
    6. 6. Direct Route to Licence Town
    7. 7. Gaming
    8. 8. Online campaigns
    9. 9. Stretching the elastic Facebook Medical Air traffic
    10. 10. Melbourne International Film Festival 2010 2011
    11. 11. Customer service Arabic  YouTube – Multiple languages – Drive online transactions VietnameseBurmese Mandarin Spanish
    12. 12. Facebook
    13. 13. Location Finder
    14. 14. Stakeholder Engagement
    15. 15. Hoddle Street Study http://hoddlestreetstudy.com.au
    16. 16. Procurement Two-way communication/transparency
    17. 17. Real Time information, when it’sneeded
    18. 18. Distribution
    19. 19. Traffic VicTraffic LiveDrive Clearways app – SmartPark www.vicroads.vic.gov.au/apps
    20. 20. Digital innovation – beyond a webpage• Consider new forms of publishing specific to audience and that allow cost reduction and recovery, ebooks• Third party leverage, we are a valuable ingredient, partner with people who are established in their field, educating, providing news, selling• Consumer-centred thinking – What is the problem we are going to solve vs what do we have we can put on the web
    21. 21. Ebooks
    22. 22. Outcomes
    23. 23. Old meets new Traditional marketing New and emerging technology and channels 10% of our web traffic is from mobiles – Expected to be 50% in 2013
    24. 24. Where we are at 210% increase in demand from mobile phones in 2010 640,000 YouTube views 2,225 followers on twitter 720,000+ visits per month
    25. 25. Mobile We are already seeing the shift in access from PC to Mobile 12 % of all views now from mobile – In July 2011 we had 2/3rd of 2010’s mobile traffic Only one area is mobile friendly – traffic Mobile is the perfect accompaniment for our users needs
    26. 26. Mobile –most popular iPhone and iPad account for 80% of that traffic Homepage Traffic information Contact Us Vehicle Status Checks Registration – pre purchase checks Licence questions, P’s L’s etc
    27. 27. Going ahead More sophisticated view of our consumers Keep listening to the consumer and building on the communication methods they use – making ourselves accessible
    28. 28. Coming soon Emergency map Cyclists’ app Freight app Move transactions online Online logbooks for learners