Citizen Outreach and Engagement

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Strategy is what ties the vision to results. This session will focus on strategies and considerations when moving to an electronic process for accepting requests from the public. Often times government organizations cannot mandate the use of externally facing systems yet in order to leverage the investment made in the system, citizens must adopt a new process for engaging with agencies.

The City of Los Angeles launched an outreach program in 2009 to shift a document based submission from a mail, fax, and in-box bound process to an electronic data focused submission process and has reached an 87% self service rate. As a case study example, we will walk through an overview of the program as well as some of the key lessons learned.

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Citizen Outreach and Engagement

  1. 1. Citizen Outreach & Engagement Strategy as Part of the Planhttp://www.selfservicegov.com lisa@inter-act.us
  2. 2. Topics Planning Your Self Service Project o http://www.selfservicegov.com/ On-Boarding and Outreach (Communicate) Results & Feedback (Track) Revise (Acknowledge & Adjust) Repeat…. November 7th 2012 User Forum - Prepared by IES
  3. 3. Case Study – Track4LA (Full Service) Nov 7th 2012 User Forum - Prepared by IES
  4. 4. Case Study – Track4LA (Self Service) Nov 7th 2012 User Forum - Prepared by IES
  5. 5. Planning: Why Self Service?1. Efficiency *  Cost Savings  Cost Avoidance  Redirection of Staff Time2. Customer Usage/Satisfaction*  Availability  Ease of Use  Reduced Turnaround Time3. Security and Information Integrity *4. Mandates Nov 7th 2012 User Forum - Prepared by IES
  6. 6. Planning: Defining Self Service Clearly identify the process or the sub-process to be extended to the public (simple to complex) o As-is process/costs o To-be process/costs Self service with assistance or without? Define your users (groups) o Rank “to be” user groups from supportive to most difficult o Identify benefits by user group o Identify risks by user group Optional or Mandatory Identify Clear and Attainable Self Service Goals over Time IT Strategy – To Convert or Not Convert? o Identify Project Dev and Ongoing Support Costs November 7th 2012 User Forum - Prepared by IES
  7. 7. Planning: Why is the Implementation StrategyUnique for Self Service? Traditional Operations & System Support - Example Program Staff Process Request – Internal Systems, Data Entry Systems Support (12) (4) (3) Implementing Self Service - Example External Users Developer PM (10,000 – 100,000) November 7th 2012 User Forum - Prepared by IES
  8. 8. Planning: The Good News and the Bad News Nov7th 2012 User Forum - Prepared by IES
  9. 9. Planning: The Community Manager On-boarding Strategy Communications Planning Self Service Rate Monitoring/Tracking Feedback System Enhancements/Upgrades Customer Support Tracking and Training Change Management Outreach Tools and Media Input to Policies/Procedures Coordination and Preparation of Content for Release – Notices, Bulletins, etc. Nov 7th 2012 User Forum - Prepared by IES
  10. 10. Planning: On-boarding Strategy Example1. Path of least resistance to build loyalty and show quick results – tech savvy users2. Solicit feedback – make adjustments 1. https://www.google.com/search?q=customer+support+dwp&ie=utf -8&oe=utf-8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a3. Target heavy users – campaigns/e-blasts4. Target flip-floppers: insist on loyalty to self service5. Identify training issues: address them with proactive online training sessions6. Identify technical issues: address them and let users know when they are fixed7. Target highly political or potentially adversarial users last Nov 7th 2012 User Forum - Prepared by IES
  11. 11. Planning: Defining Metrics for Success1. Efficiency  Cost Calculator  Cost Savings – Current (hard, soft); internal/external  Cost Avoidance – Future (hard, soft)  Redirection of Staff Time – Benefits  Reduced Turnaround Time2. Customer Usage/Satisfaction  Availability  Ease of Use  Reduced Turnaround Time3. Security and Information Integrity – Risks/Costs4. Mandates – Risks/Costs Nov 7th 2012 User Forum - Prepared by IES
  12. 12. Outreach: Getting the Word Out Build your target community Craft your message o Share benefits to audience o Share successes o Be consistent Build your communication plan o Create multiple touch points o One to One (informational or directional) o One to Many (broadcast) o Leverage Partners and Affiliates o Establish a track record of consistent communications Be prepared to respond and make corrections as needed If asking people to change, be prepared for resistance Track results Adjust the Plan based on feedback (direct or indirect) Nov 7th 2012 User Forum - Prepared by IES
  13. 13. Outreach: Tools – Target Community CRM Outlook ECM Google SharePoint ERP Nov 7th 2012 User Forum - Prepared by IES
  14. 14. Outreach: Tools – Target Community Team based Track & Facilitate Communications Track Customer Support Activities Nov 7th 2012 User Forum - Prepared by IES
  15. 15. Outreach: Tools – Target CommunityExample Nov 7th 2012 User Forum - Prepared by IES
  16. 16. Outreach: The Message One to One o Informational – Auto Reply One to Many o Directional – Notice and Call to Action • Track Responsiveness? • https://www.swiftpage2.com/speasapage.aspx?X=2U0UKVDEEAY4X51P00Y9WW o Informational /Collaborative • Community sites http://track4la.lacity.org/ • Blog Posts • Forums o Leverage Partners/Affiliates • https://www.google.com/search?q=track4la&ie=utf-8&oe=utf- 8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a Internal Team – Collaboration/Discussion o http://www.selfservicegov.com/track4la-discussion/ Nov 7th 2012 User Forum - Prepared by IES
  17. 17. Results Submissions – Track4LA3500 Self Service Submissions by Quarter3000 20122500 2011200015001000500 2010 0 July 2009 - September 2012 Nov7th 2012 User Forum - Prepared by IES
  18. 18. Results Brokers on Board – Track4LA900 New Registered Brokers (Users) by Quarter800700600 2011500400 2012 2010300200100 0 July 2009 - September 2012 Nov 7th 2012 User Forum - Prepared by IES
  19. 19. Results Self Service Rate – Track4LA90.0% Self Service Rate by Quarter80.0%70.0% 2012 201160.0%50.0% 201040.0%30.0%20.0%10.0% 0.0% July 2009 - September 2012 Nov 7th 2012 User Forum - Prepared by IES
  20. 20. Results: Cost Savings/Avoidance$200,000.00$180,000.00 Cost Savings/Avoidance by Quarter$160,000.00 2012$140,000.00$120,000.00 2011$100,000.00 2010 $80,000.00 $60,000.00 $40,000.00 $20,000.00 $0.00 July 2009 - September 2012 Nov7th 2012 User Forum - Prepared by IES
  21. 21. Results: Net Cost Savings/Avoidance $120,000.00 $100,000.00 Average Net Cost Savings/Avoidance by Quarter $80,000.00 2012 $60,000.00 2011 $40,000.00 $20,000.00 2010 $0.00 July 2009 - September 2012 -$20,000.00 -$40,000.00 -$60,000.00 -$80,000.00Note: Total costs to date have been averaged over the total time period to determine net costs per quarter Nov7th 2012 User Forum - Prepared by IES
  22. 22. Lessons Learned Don’t underestimate the effort required to create change Don’t assume that internal staff are on board – buy in is critical! Carefully craft messaging to unique target audiences Not communicating can be part of the strategy Don’t forget about updating policies/procedures Be strategic but flexible Say what you mean, do what you say Be careful what you commit to Choose tools wisely Be responsive – set expectations Be consistent and credible Be open to discovering the gaps in the plan Nov 7th 2012 User Forum - Prepared by IES
  23. 23. Next Steps – Growing the Community Expand Track4LA to other Cities/Counties o Leverage traditional social media sites to connect with key stakeholders o Refollow – http://www.refollow.com Continue to grow the Insurance Broker User Loyalty o Develop user Awards program o Promote through existing social media sites and expand to traditional sites (i.e. Twitter account) o Increase subscribers on the Community site reducing the need for e-mail blasts o Cross promote partners and brokers using social media Expand internal marketing via Google Plus and Groups o Launch internal discussion/forum for Project team Nov 7th 2012 User Forum - Prepared by IES

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