Presentation on how DVLA customer needs have changed by Anthony Bamford at the DVLA Discovery Day held on 2 July 2014 at the Department for Communities and Local Government.

1. Customer Insight and
Segmentation
Anthony Bamford
Head of Customer Experience and Research
@akbamford

2. Preferences are changing
Customer contact
preferences are
changing
We now want customer
contact through digital
channels
Try to deliver the
information to
customers where they
want it
Customer expectations
of response times is a
lot faster

3. Customer needs have changed
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2%3%3%
10%
82%
Online E-mail Phone At the Post Office® By post
How do you prefer to transact with DVLA?

4. Customer needs have changed
0%
5%
10%
15%
20%
25%
30%
5%
13%
29%
16%
19%
16%
3%
0 to 1 hours/week
2 to 4 hours/week
5 to 6 hours/week
7 to 9 hours/week
10 to 20 hours/week
21 to 40 hours/week
Over 40 hours/week
On average how many hours a week do you use the internet?

5. Customer needs have changed
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1%1%
5%5%
27%
32%
46%47%
Laptop
PC
Tablet
Smartphone
iMac
Mac Book
Other
via games console
What is your preferred method of accessing the internet?

6. UK Online Time
60% of people owning
a smartphone are able
to connect to the web.
Tablet
ownershi
p has
increased
by 9%
since
2013.
16% of internet traffic
does not come from
Laptop or PC – This is
expected to increase!
85% of the UK
population have
used the
Internet!
UK citizens spend on
average 289 minutes a
day on the web…that’s
only 11 minutes shy of
5 hours!
Of these 289 minutes,
61 minutes are used
for social networking!!!

9. Why do customers contact us
2.75m contacts asking How do I
do that?
300,000 contacts from people
chasing where their application is
192,000 contacts from people
needing help to fill in their form
684,000 contacts from people who
haven’t received their document
Simpler | Better | Safer

10. Information issues
Customer is unable to find
what they need or when they
find it they don’t understand it
Complexity of information,
need for simpler processes
Progress chasing
Meet or manage customer’s
expectations
Process improvements
Transactional issues
Either we or the customer has
not handled the transaction
correctly
Where is the potential for reduction?

11. The recommendations from the Reilly Review
have given a requirement for the Agency to
better understand and document its customer
segments and how they use our services
The understanding of this baseline will
help define and inform the delivery of
service improvement
An understanding of what our customers
require from future services
Customer Experience Mapping and Segmentation

12. Customer Experience Mapping and Segmentation
Analysis of the customer’s end to end experience of
product or service
Look at all DVLA services and the customer segments that
use them
How does customer experience differ for each segment?
Understand what the customer thinks can be done
differently to make the experience better
Taking note of all “TOUCH POINTS” and “MOMENTS OF
TRUTH”

14. Supplement
this with
quantitative
research and
data from
customer
feedback
Map the user journey from the customer
perspective through qualitative research such as
Focus Groups and Depth Interviews
Deliver a complete set of User Experience
Maps for each service by customer type
We will document the current user experience for every service and this will be broken down by each
customer segment and type.
Customer Experience Mapping and Segmentation
The customer segment groups will be based around, consumer, commercial, government and staff

15. SUMMARY
Establish what the customer needs
Use Voice of the Customer to get the data
Establish root cause and impact
Involve the customer in developments
Must have senior support to be successful
Keep it simple

16. ANY QUESTIONS?