martin greenwood, socitm insight - customer access
DESCRIPTION
Part of presentation on customer access and channel shift presented to the annual conference of the public sector IT management organisation, Socitm, on 11 October 2010TRANSCRIPT
![Page 1: Martin Greenwood, Socitm Insight - customer access](https://reader033.vdocuments.us/reader033/viewer/2022042714/5551863bb4c90596028b4d1e/html5/thumbnails/1.jpg)
Socitm 2010 workshop: customer access & channel shift
Martin GreenwoodSocitm Insight
![Page 2: Martin Greenwood, Socitm Insight - customer access](https://reader033.vdocuments.us/reader033/viewer/2022042714/5551863bb4c90596028b4d1e/html5/thumbnails/2.jpg)
Some fundamentals• web is cheapest/best channel for many enquiries
• web is already the dominant customer channel
• channel shift has not been a priority until now
• many councils do not know volumes associated with main customer channels and how they are changing
© Socitm Ltd
![Page 3: Martin Greenwood, Socitm Insight - customer access](https://reader033.vdocuments.us/reader033/viewer/2022042714/5551863bb4c90596028b4d1e/html5/thumbnails/3.jpg)
Where’s our data from? - 1
Better connected:
Socitm’s annual survey of all council websites
Every site reviewed by expert team from a customer perspective – tests usefulness and usability
© Socitm Ltd
![Page 4: Martin Greenwood, Socitm Insight - customer access](https://reader033.vdocuments.us/reader033/viewer/2022042714/5551863bb4c90596028b4d1e/html5/thumbnails/4.jpg)
Where’s our data from? - 2Website take-up service
Used by 33% of all councils
Pop-up survey offered to one in five web users
What were they looking for did they find it, how good was the experience?
© Socitm Ltd
![Page 5: Martin Greenwood, Socitm Insight - customer access](https://reader033.vdocuments.us/reader033/viewer/2022042714/5551863bb4c90596028b4d1e/html5/thumbnails/5.jpg)
Where’s our data from? - 3Channel value benchmarking
Small groups of councils
Compare cost, scope and value from all channels
Benchmarking to identify improvement
© Socitm Ltd
![Page 6: Martin Greenwood, Socitm Insight - customer access](https://reader033.vdocuments.us/reader033/viewer/2022042714/5551863bb4c90596028b4d1e/html5/thumbnails/6.jpg)
Web is already the dominant channel
Listen to what customers do: not what they say they do
Source: GovMetric(May 2010)
![Page 7: Martin Greenwood, Socitm Insight - customer access](https://reader033.vdocuments.us/reader033/viewer/2022042714/5551863bb4c90596028b4d1e/html5/thumbnails/7.jpg)
Scale and growth of web enquiries
7
Visits* Jan 10 Feb 10 Jul 10
Visits to WTS sites 17,941,295 11,045,691 13,124,962
Estimate for all UK 45.5m 30.9m 34.5m
Change for all UK Up 37.3% Up 5.3% Up 11.7%
Source: WTS. (Definition of visit conforms with CoI guidelines)
![Page 8: Martin Greenwood, Socitm Insight - customer access](https://reader033.vdocuments.us/reader033/viewer/2022042714/5551863bb4c90596028b4d1e/html5/thumbnails/8.jpg)
Web is the cheapest channel
• Face-to-face £7.40 per visit
• Phone £2.90 per call
• Web £0.32 per visitor
(Source:Socitm Insight, Aug 2010)
• Face-to-face £7.81• Telephone £4.00• Web £0.17
(Source NWeGG. 2006)
Also, another study (Apr 09)
• Face-to-face £5.51• Telephone £2.53• Web £0.17
8
![Page 9: Martin Greenwood, Socitm Insight - customer access](https://reader033.vdocuments.us/reader033/viewer/2022042714/5551863bb4c90596028b4d1e/html5/thumbnails/9.jpg)
Web is not joined up with other channels - 1
According to Better connected 2010 just 49% of councils refer out of hours callers to the website
Better connected first reported on this telephone test in 2006 – when 20% referred callers to website
9
![Page 10: Martin Greenwood, Socitm Insight - customer access](https://reader033.vdocuments.us/reader033/viewer/2022042714/5551863bb4c90596028b4d1e/html5/thumbnails/10.jpg)
Web is not joined up with other channels - 2
Result of recent survey for forthcoming customer access and online channel report
Q Are face-to-face, phone and web channels managed in the same or different departments/directorates?
A Same 55%Different 45%
10
![Page 11: Martin Greenwood, Socitm Insight - customer access](https://reader033.vdocuments.us/reader033/viewer/2022042714/5551863bb4c90596028b4d1e/html5/thumbnails/11.jpg)
Q Did you find what you were looking for today ?
• 21.14% say ‘No, not at all’• 21.26% say ‘ Yes, in part’
Source: Website take-up service (April 2010)
11
Websites not good enough for shift: evidence from Website take-up service
![Page 12: Martin Greenwood, Socitm Insight - customer access](https://reader033.vdocuments.us/reader033/viewer/2022042714/5551863bb4c90596028b4d1e/html5/thumbnails/12.jpg)
Cost of web visit failures
• Calculation is based on likelihood that customers will revert to more costly phone or f2f channel
• We ask customers for preferred channel after web• We multiply failures by alternative channel cost
12
![Page 13: Martin Greenwood, Socitm Insight - customer access](https://reader033.vdocuments.us/reader033/viewer/2022042714/5551863bb4c90596028b4d1e/html5/thumbnails/13.jpg)
Web failures are costly
For the full year Cost of failure(£2.90 per failed visit)
Shire county £1.27mShire district £0.26m London borough £1.13mMet district £1.18mUnitary (E) £0.90mUnitary (W) £0.52mUnitary (S) £0.62m
13
![Page 14: Martin Greenwood, Socitm Insight - customer access](https://reader033.vdocuments.us/reader033/viewer/2022042714/5551863bb4c90596028b4d1e/html5/thumbnails/14.jpg)
Understanding channel volumes and cost: the starting point for channel shift
© Socitm Ltd