Socitm Building Perfect Council Websites 2012 GOSS Interactive Channel Shift workshop #bpcw12

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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• 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 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


Customer Strategy

Customer

Basildon Summary

Processes

Basildon Summary

Channels


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.

Processes

Channels

Gloucestershire Summary


Customer Strategy

Customer

Processes

Gloucestershire Summary

Channels


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


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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Channel Metrics

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GOSS Channel Shift ROI Calculator

“Delivering real savings”

www.gossinteractive.com/calculator

Processes

In Summary

Channels


Customer Strategy

Customer

Processes

Channels


Customer Strategy

Customer

How do you deliver channel shift?

Socitm Building Perfect Council Websites 2012 GOSS Interactive Channel Shift workshop #bpcw12

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Transcript of Socitm Building Perfect Council Websites 2012 GOSS Interactive Channel Shift workshop #bpcw12