A common approach to digital for Dorset

Richard Pascoe – DCC Head of ICT and Business Transformation

Colin Wood – Head of Communications and Dorsetforyou.com, WDDC/W&PBC

Partnership by default

What is dorsetforyou.com?

• Unique – a national first• The website for all 7 councils in shire Dorset• Unbranded access . . . branded delivery• Small central web team – 5.5 staff• 170 web authors across services• Shared development plan/fund • Social media

It’s good because . . .• It makes sense to most normal people• It’s cheap – 4p per visit vs 15p average• Smaller councils do well• A high profile brand• Clout around opportunities, e.g. advertising,

procurement• Joint marketing . . . site

and digital activities

The flip side• Some loss of individual branding• It’s a big site:

o Had to make it localo Top taskso Reduce number of web authors

• Partnership working can be hardo Paceo Customer service ethoso Prioritieso Money

On balance . . . it works

• Mix of 4 and 3 star in Socitm Better Connected 2014

• West Dorset District Council listed in top 20 best developed sites

Legacy issues/lessons learned• A good idea poorly executed

o Flawed navigation, no localisationo 15,000 pages and 21,000 pdfso Poor search engine

• Barriers to joiningo Financialo Politicalo Perceptions

Five years on we are still suffering!

Dorset digital access strategy• Deliver range of digital services that

customers prefer to use and that save public money

• Use technology to improve council services• Ensure that, whilst we become digital by

default, we don’t exclude those who cannot use online servicesSits above and supports partners’ individual

customer access and digital strategies

The foundations• Data collection – the baseline• Eight customer personas• Senior engagement sessions – 180 staff• 40 staff from in-scope services created

digital improvement plans• Agreed standards for new web apps -

easy to use, mobile friendly, accessible

Meet BobAged 61Marine engineer, PortlandCareful with money, feel loyal to local community and takes pride in not being reliant on welfare benefits and state support.

Demographic: “Residents of small and mid-sized towns with strong local roots (21.5%)”.Computer usage: When he has to for work.Channel preferences: Face to face/telephone.Web experience: Occasional use to keep in touch with family, book flights, etc.

Digital success stories

• Job applications - 99.5% submitted online• Garden waste applications – more than 50%

online• School admission applications – 80% online• Bus timetables - £18,000 saving • E-newsletters - 70,000+ subscriptions in 6

months

The big sell

• Save time, go online• Traditional comms• Branded public terminals• E-newsletters• Customer service staff• Automated messaging• Promoting digital channels ahead

of non digital• Big call to action buttons

There’s more to do

• Bold recommendations around digital transformation

• Check quality of high volume web applications• A shared e-payments solution• More aggressive promotion of digital• Expand web chat – half the cost of phone• Measure, measure, measure

The challenges

• Poor or no data• Integrated – redesigning services• Complete the mobile journey• All digital channels

o Telephone (IVR)o E-newsletterso Social mediao Web chat

• That digital divide – internal/external

Superfast Dorset

Questions?