Post on 02-Nov-2014
description
Channel Shift | Return on Investment Workshop (live case studies, practical tools and a proven methodology)
Basildon BC, Gloucestershire CC and GOSS 12th July 2012
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Agenda
1. Introductions 0:05
2. Channel Shift Methodology 0:05
3. Live Case Studies 0:15
4. Practical Tools 0:05
5. Summary 0:05
6. Question Time 0:15
ONLINE CUSTOMER EXPERIENCE MANAGEMENT
GOSS Interactive are the No.1 provider of online Customer Experience Management solutions for the Public Sector
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Channel Shift Methodology
• v1 - FrontPage/Dreamweaver
• v2 – eGov
• Lots of content
• Ticks in boxes
• v3 – Austerity
• Customer Service
• Efficiency/Channel Shift
• Evidence based
History of Local Government sites
Processes
Channels
Channel / IT Strategy
Customer Strategy
Customer
How do you deliver channel shift?
Proposed savings – Pre Metrics Channel Shift
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User Centred Design
The GOSS process
Understand it
Scenarios of use
Persona development
Affinity diagrams
Paper Prototyping
Wireframe development
Review it
Usage analysis
A/B multivariate testing
Goals and Funnels
Satisfaction surveys
Implement it
Design guidelines
Heuristic evaluation
User testing
Analytics design
Build and Deploy
Study it
Stakeholder workshops
Focus groups
Depth Interviews
Task analysis
Demographics
User Centred
Design
GOSS Ongoing process
Identify
Identify changes that will
bring about improvement
Test
Test IA changes
Prototype new or
Improved functionality
Adjust or develop new
Personas & Scenarios
Optimise SEO
Review
Usage analysis
Goals and Funnels
A+B and Multivariate
testing
Satisfaction surveys
Improve
Heuristic evaluation
On page SEO
User testing
Analytics design
Build and Deploy
User Centred
Design
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Live Case Studies
• Basildon
• Gloucestershire
• Hillingdon
• South Tyneside
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Channel Shift @BasildonCouncil
Gathering the Numbers
Andrew Pickess
Corporate Systems Manager
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Channel Shift Project @BasildonCouncil
• Customer Focus – Transformation Theme – Explore levels of efficiency through Channel Shift
– SMT Approved investment
• Workshops held with GOSS and Service Managers July 2011 – Achieved buy in from managers
• Data gathering – Spreadsheet based on the LGSL
• Web, Phone, F2F, Post, eMail
– Realised not the ideal solution so created a database
• Easily shared
• Assigned LGSL to Service Managers
• On the website for Goss to access
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Channel Shift Project @BasildonCouncil
• Data gathering – For Web
• Page statistics from SiteImprove Analytics
• Forms from the databases
• Cross referenced views of forms to submission of forms
– For Phone, F2F, Post, eMail • Services were given 4 weeks to complete
• Most services had this information available
• In the end extended to 6 weeks
• Nearly all completed the exercise
• Goss report received October 2011 – Highlighted the potential savings that were possible to
achieve
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Channel Shift Project @BasildonCouncil
• Channel Shift Project then held as new “Customer Strategy” was being developed. – Highlight the art of the possible
• Used data to develop a corporate customer service strategy as part of its transformation agenda
– Adoption end July
• New IT Architecture. – Now working on a redesign of the site
• Based on Top Tasks
– Planning on implementing a customer portal • Single login
– Forms
– Council tax balances
– Business Rates balances
– Rent balances
– Repairs status
Processes
Channels
Channel / IT Strategy
Customer Strategy
Customer
Basildon Summary
Processes
Basildon Summary
Channels
Channel / IT Strategy
Customer Strategy
Customer
Caroline Anderton Customer Communications and
Engagement Manager
What were we trying to do?
Save money through channel shift
Achieved in two ways:
1. Improved information
2. Making services transactional
Our approach
Google analytics
Telephone metrics
Business to give ideas of opportunities to improve
customer service, using the web as first priority
Set service specific savings targets
Cross cutting project management including core team of
Communications, ICT, BPR, Customer Service and of
course GOSS. We also drew in others as necessary.
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Processes
Channels
Gloucestershire Summary
Channel / IT Strategy
Customer Strategy
Customer
Processes
Gloucestershire Summary
Channels
Channel / IT Strategy
Customer Strategy
Customer
What's driving web improvement?
BID Transformation has identified online 'self-service' as a priority, to
• Reduce contact costs
• Meet customer expectation
Strategy for web improvement
Get organised
Review content
Develop and design website
Review intranet
Social media
Website improvement project
Analyse user behaviour
Identify 'top tasks'
Simplify what we publish
Revise navigation and user journeys
Refresh design
Users aren’t the same
Personas
So why do it?
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Persona - Brian
Brian is 56.
He is newly divorced, living on his
own in his own house in Ickenham.
He owns flats in Yiewsley and he
owns an off licence in Ruislip.
He has 2 boys who are currently at
university.
He can use a computer a bit, but is
very traditional with his business by
keeping everything on paper.
Persona - Brian
Processes
Hillingdon Summary
Channels
Channel / IT Strategy
Customer Strategy
Customer
South Tyneside Metropolitan Borough
Council awarded 4 stars for website
excellence
The Socitm reviewer stated:
Goodness, this site was such a pleasure to use and review.
Great landing page designs that were clearly presented with the
most useful things being linked directly underneath the
subheadings.
Thoroughly enjoyed this site, it was so simple and can tell that
the user experience has been very carefully considered in the
site's creation.
A great example for others.
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Practical Tools
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GOSS Service Analysis Metrics Tool
“The ultimate way to kick-start and invigorate your
Channel Shift programme”
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50
Channel Metrics
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GOSS Channel Shift ROI Calculator
“Delivering real savings”
www.gossinteractive.com/calculator
Processes
In Summary
Channels
Channel / IT Strategy
Customer Strategy
Customer
Processes
Channels
Channel / IT Strategy
Customer Strategy
Customer
How do you deliver channel shift?