bernard fenton – head of customer management
Post on 25-Feb-2016
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Bernard Fenton – Head of Customer Management
Delivering value from channel shift,
not just savings
Vision for channel shiftvalue or savings?
Thinking ….
QUEST project
Step Change – higher risk
Relies on creative people
Direction not destination
Thinking ….
Dr Eddie Obeng – New Rules for the New World
Challenge best summarised as ….
(Reducing budgets + increasing transactions
= Same or more with less!)
Thinking ….
(£92m savings + 55% increase in contacts)
Thinking ….
VALUE
Council Customer
More transactionsLower cost per transactionOptimise use of resource…….
More accessFast & easyLess waiting …..…….
How do we ensure value for both?
• Same customer– Council Tax
payment– Missed Bin report– Complaint
• Transaction– Rules based– Assessment– Personal
Thinking ….
Customer behaviour – is choice a good thing?
Starting ….
Payment transactionsFamiliar transactionHigh volume – 162,000 paSizeable opportunity
StrategyBrave – turned off channelsMeet & Greet TeamTook savings from budget
Starting ….
Success30% increase in transactions35% increase in internet payments37% decrease in cash payments15% reduction in cheque payments8% increase in Direct Debit paymentsRemoved 2 FTEs - £50,0000 pa
Confidence & Credibility
Growing ….
Lagan Citizen Portal forms (LCP)
On-line transactionsFamiliar transactionsHigh volumeSimple transactions
Familiar transactionsHigh volumeSimple transactions
Streetpride, Customer FeedbackIn-house team - secondedRapid development – 90 days
Strategy
Growing ….
Lagan Citizen Portal forms (LCP)
Acting as a Trusted Customer Advisor
In built eligibility criteriaBusiness rulesRouting rulesStructured data collectionSignposting adviceEmail confirmation
Growing ….
Lagan Citizen Portal forms (LCP)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
0
200
400
600
800
1000
1200
1400
1600
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40+ Different LCP formsApproaching 2,000 transactions per monthBasis for all Welfare Reform Eligibility Customer surveysData collection on customer flow
Growing ….
Lagan Citizen Portal forms (LCP)
Saved £50,000 pa in staff reductions4% of all customer contactsOut of hours access – 35% Customers monitor their own caseCreated 4,000+ valid email addressesDoor step surveysConfidence!
Benefits – To date ….
Growing ….
Lagan Citizen Portal forms (LCP)
Integrate payments into LCP formsBook & Pay TransactionsInternal applications – car parkingNew E-Business!Customer segmentation marketing
Next Steps
Political dimension – what’s in it for them?
“More self-service transactions gives our advisors more time to focus on more complex cases or more vulnerable customers”
Derby City Council – Cabinet Member for Business, Finance & Democracy
What’s in it for them?
• Increased contacts managed for Adults Health & Housing
• Gave CYP staff more of their time
• Lowered the admin cost for Local Assistance Scheme
• Managed Energy scheme at no additional cost
Success factors – ICT, people or something else?
Be clear about where you are goingBuild momentum, prove, create confidenceValue & savings for customers & the CouncilLed by type of transactionAssisted transactions & close channelsMembers are important stakeholders
Learning ….
Yes, and …
Thank you
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