The document discusses developing a customer access strategy and channel shift for Surrey County Council. It recommends focusing on improving online services and the website as the primary channel while still offering contact center support. Key points include designing all new services for 24/7 web access first, empowering public users with website administration rights, and analyzing contacts monthly to identify opportunities to move more transactions online.

1. Developing a Customer Access Strategy for a Lean Future Simon Pollock Head of Customer Service

2. Today Channel Shift Surrey’s Access Strategy Discussion

3. Channel Shift

4. Authors Sarah Fogden, Cabinet Office Bob Kamall, Cabinet Office Carolyn Cho, Cabinet Office Stephen Dodson, DC10plus Marin Herbert, Student Loans Company Simon Pollock, Surrey County Council

6. 1. The internet is not always the best channel

7. “… ..channel shift DOES NOT mean simply moving an organisation’s customer contact online….

8. “… ..deliberate channel shift is the design and marketing of effective and efficient channels because they are the most appropriate channel for the type of contact, customer and organisation….”

10. Channel Hopping

11. 2. Place One Person in Control

12. Who’s in Charge?

13. Who’s in Charge?

14. Channel Shift at Surrey

15. Channel Shift at Surrey

16. 3. The Contact Centre Use the Public Website

17. Use the Public Website

18. 4. Don’t Build Internal Knowledge Systems

19. Don’t Build Internal Knowledge Systems

20. 5. Look at the Exit Pages

21. Look at the Exit Pages “… the key to driving people online is offering good online experiences, good customer service and outputting good information….” Tim Moss Director Corporate Strategy Companies House

22. 6. Compare Conversion Rates Across Channels

23. 5% 42%

24. 7. Don’t Launch “Internet Only” Services

25. Don’t Launch Web Only Services

26. Don’t Launch Web Only Services “ It is unlawful for a public authority to discriminate against a disabled person in carrying out it’s functions”

27. 8. Don’t Pay by Transaction for Outsourced Calls

28. Don’t Pay by Transaction for Outsourced Calls

29. 9. Don’t Reinvent the Wheel

30. Don’t Reinvent the Wheel

31. 10. Engage Marketing and Comms Experts

34. The Top 10

35. The Top 10 1. Don’t just think “internet” for channel shift – online is not always the best channel 2. Place one person in control 3. Get the contact centre staff to transact using the public website 4. Use the public website as your internal knowledge database 5. Look at the “exit pages” on your website to see where transactions are failing 6. Compare conversion rates via different channels 7. Don’t launch internet only services for the public, it’s against the law! 8. Don’t sign any outsourced contracts that are paid per transaction 9. Find out what’s worked elsewhere 10. Engage marketing or communications experts

36. Surrey’s Contact Strategy

37. Contact Centres Demand for contact stimulated Customer chooses channel Contact arrives Contact handled Contact resolved.. or not…. by us or others Where we have been focussing

38. Contact Centres Demand for contact stimulated Contact arrives Contact handled Contact resolved.. or not…. by us or others Where we are now focussing Customer chooses channel Customer chooses channel

39. Surrey’s Channel Strategy

40. Surrey’s Contact Strategy All new services should be built for the 24/7 web access first The Contact Centre offers mediated access to the web using the public site Maximum web admin rights should be given to the public All contacts should be analysed every month Business cases should be prepared to move more transactions online (including information transactions) Where appropriate, online transactions should be closed down or signposted to more appropriate channels

41. Customer Services Contact Centre Web Team CSI Team SALDR BLUE BADGE STUDENT FINANCE FARE CARDS

44. Channel Shift at Surrey

45. Channel Shift at Surrey

46. Channel Shift Benefits

47. Surrey’s Contact Strategy - Crossovers

48. Contact Centres Demand for contact stimulated Contact arrives Contact handled Contact resolved.. or not…. by us or others Where we are now focussing Customer chooses channel Demand for contact stimulated

52. Surrey Pothole Process

53. Surrey Pothole Process £20 £20 £20 £20 £10

54. Surrey Pothole Process

55. Surrey Pothole Process £10

57. Surrey Pothole Process 20p

58. Surrey Social Care Process £10

59. Outbound SMS SMS sent out 46 hours before appointment Small bills chased by text School closures Street light reporting

60. Paddling Up Stream

61. Something Interesting Avoidable Contact Target by April 2011 - 49,985 Calls Channel Shift Target by April 2011 45,419 Calls Total Annual Call volume 500,000

62. Discussion Points

63. Questions & Discussion Which department do you think should “own the website”? Where does this sit in your organisation? How does channel management work in your organisation? Are there any successes that you can share? Is there a better way of managing channels?

64. Quick Wins

65. Quick Win 1 Think about each web service where you would rather have a customer ring you Eg. Outstanding bill, social care, suicide Place the phone number at the top of the text

66. Quick Win 2 Begin a jargon busting campaign “ The five Thematic Partnerships will be responsible for delivering the Surrey Community Strategy priority outcomes and LAA targets agreed by the SSP Leadership Group by developing and commissioning thematic programmes of work designed to achieve the required benefits and reporting on progress to the SSP Board and partner organisations. “ I think this means….. Five project groups will implement the Surrey Community Strategy .

67. Quick Win 3 Get a list of your top 20 Contact Centre call types Get a friend or relative to try and find each service on your website Eg, missed bins, registering a birth, pothole Change the website to make the service easier to find