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Kylie Havelock - Tailored advice services in the modern age (Camp Digital 2022)

The document discusses the evolution and challenges of providing tailored advice services in the digital age, emphasizing the issues of digital exclusion, particularly among older adults and low-income households. It highlights the importance of integrating various service channels to ensure accessibility while maintaining a personalized client experience. Additionally, the document notes the significant impact of Citizens Advice in assisting millions of people, despite the increasing reliance on technology and the digital divide.

Technology◦
Related topics:
Service Design Insights• Content Design•Product Design Insights•
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Hello Camp Digital! @kyliehavelock
Tailored advice services in the modern age @kyliehavelock
(or, why Digital by Default is no longer the strategy - and what is) @kyliehavelock
Citizens Advice handbook UK Ministry of Health booklet 1948
Ration books Homelessness Evacuation Debt 1939 1970s - 1980s Two recessions: growth in poverty Debt, housing and employment issues increase 2000s COVID pandemic begins 2020 2010s Child poverty continues to rise in working families Cost of living crisis Energy prices High inflation 2022 Digital revolution 1998 onwards
265 local offices across England and Wales 21,000 volunteers 7000 advisers 2.45 million people helped 1:1 over the phone and webchat 62.8 million pageviews of our advice content 4 in 10 people have used Citizens Advice at some point in their lives 9 out of 10 people said they had a positive experience with Citizens Advice 6 out of 10 people felt less stressed, depressed or anxious as a result £13 direct benefit to clients for every £1 we spend
How do we scale (through technology) whilst staying true to our purpose?
“…digital services that are so straightforward and convenient that all those who can use them will choose to do so whilst those who can’t are not excluded”
“…digital services that are so straightforward and convenient that all those who can use them will choose to do so whilst those who can’t are not excluded”
Channel shift = channels treated as separate, with the digital service having primacy Assisted digital failed to mitigate digital exclusion Pushing people to digital channels perceived as a cost cutting exercise
Channel shift = channels treated as separate, with the digital service having primacy Assisted digital failing to mitigate digital exclusion Pushing people to digital channels perceived as a cost cutting exercise
Channel shift = channels treated as separate, with the digital service having primacy Assisted digital failing to mitigate digital exclusion Pushing people to digital channels perceived as a cost cutting exercise
…but that was then. Channel shift = channels treated as separate, with the digital service having primacy Assisted digital failing to mitigate digital exclusion Pushing people to digital channels perceived as a cost cutting exercise
10 years later
5.3 million adults have never used the internet or used it more than 3 months ago 16% of people cannot carry out basic digital tasks 33% of people aged 65+ do not regularly use the internet 9% fewer disabled people use the internet regularly compared to non-disabled
5.3 million adults have never used the internet or used it more than 3 months ago 16% of people cannot carry out basic digital tasks 33% of people aged 65+ do not regularly use the internet 9% fewer disabled people use the internet regularly compared to non-disabled
5.3 million adults have never used the internet or used it more than 3 months ago 16% of people cannot carry out basic digital tasks 33% of people aged 65+ do not regularly use the internet 9% fewer disabled people use the internet regularly compared to non-disabled
5.3 million adults have never used the internet or used it more than 3 months ago 16% of people cannot carry out basic digital tasks 33% of people aged 65+ do not regularly use the internet 9% fewer disabled people use the internet regularly compared to non-disabled
5.3 million adults have never used the internet or used it more than 3 months ago 16% of people cannot carry out basic digital tasks 33% of people aged 65+ do not regularly use the internet 9% fewer disabled people use the internet regularly compared to non-disabled 40% more likely that high income households are able to carry out basic digital tasks than low income households 55% of people said there are key day- to-day services they need that cannot be fulfilled online 9% of households with children without access to a device
5.3 million adults have never used the internet or used it more than 3 months ago 16% of people cannot carry out basic digital tasks 33% of people aged 65+ do not regularly use the internet 9% fewer disabled people use the internet regularly compared to non-disabled 40% more likely that high income households are able to carry out basic digital tasks than low income households 55% of people said there are key day- to-day services they need that cannot be fulfilled online 9% of households with children without access to a device
5.3 million adults have never used the internet or used it more than 3 months ago 16% of people cannot carry out basic digital tasks 33% of people aged 65+ do not regularly use the internet 9% fewer disabled people use the internet regularly compared to non-disabled 40% more likely that high income households are able to carry out basic digital tasks than low income households 55% of people said there are key day- to-day services they need that cannot be fulfilled online 9% of households with children without access to a device
Multichannel All channels are available to the person but are not integrated
Multichannel Omnichannel All channels are available to the person but are not integrated All channels are available to the person and they are connected seamlessly
- Who you are - The type of service you’re accessing (emotional, complex, private) - Your preferences at that particular time - Your location (geographical, physical) - The time and energy you have available
- Who you are - The type of service you’re accessing (emotional, complex, private) - Your preferences at that particular time - Your location (geographical, physical) - The time and energy you have available
- Who you are - The type of service you’re accessing (emotional, complex, private) - Your preferences at that particular time - Your location (geographical, physical) - The time and energy you have available
- Who you are - The type of service you’re accessing (emotional, complex, private) - Your preferences at that particular time - Your location (geographical, physical) - The time and energy you have available
- Who you are - The type of service you’re accessing (emotional, complex, private) - Your preferences at that particular time - Your location (geographical, physical) - The time and energy you have available
The technology exists to allow us to provide a highly personalised service on any combination of channels
1. Radically improve our ability to measure outcomes 2. Enable a seamless client journey 3. Validate our tailored, tactical advice strategy 4. Transform our phone, webchat, email, and video (‘remote advice’) platforms
Content platform
12th - 28th April 2020
12th - 28th April 2020 Citizens Advice’s prediction 512,328
12th - 28th April 2020 Citizens Advice’s prediction 512,328 Department for Work and Pensions 511,940
This isn’t new!
How we’re re-wiring our advice delivery behind the scenes
Content management system Public website Advisernet Chat In person Phone
Advice content store Public website Advisernet Chat In person Phone Snippet Socials Decision trees
Advice content store Public website Advisernet Chat In person Phone Snippet Socials Decision trees “Digitally excluded”
Examples
Case study 1: Twitter prompt #bankingscam #bankscam #chequescams #courierfraud #holidayscams #investmentscam #onlineshoppingscam #phishing #phishingscam #purchasescam #romancescam #scam #scamalert #scamcall #scamemail #scammers #scammessage #scams #scamsms #smishing #smishingscam #textscam bankingscam bankscam chequescams courierfraud holidayscams investmentscam onlineshoppingscam phishing phishingscam purchasescam scam scamalert scamcall scamemail scammers scammessage scams scamsms smishing smishingscam textscam
Case study 2: Decision tree
Case study 3: interactive voice recognition
Tailored advice services. Enhanced by technology. Not defined by it.
Tailored advice services. Enhanced by technology. Not defined by it.
Tailored advice services. Enhanced by technology. Not defined by it.
Thank you! @kyliehavelock