capita channel shift in the public sector - goss six step strategy for channel shift success

Six Step Strategy for Channel Shift Success

Dave Witts (GOSS) + Client Case Study 26th September 2013

Agenda

• Introductions and Scene Setting

• GOSS’ 6 Steps to Channel Shift Success

• Q & A

Survey run by iGov Survey

Base on 514 unique responses as of 25th Sept ‘13

GOSS Channel Shift Survey – Sept ’13 - DRAFT

Survey run by iGov Survey

Base on 137 unique responses as of 25th Sept ‘13

GOSS Channel Shift Survey – Sept ’13 - DRAFT

Survey run by iGov Survey

Base on 168 unique responses as of 25th Sept ‘13

GOSS Channel Shift Survey – Sept ’13 - DRAFT

How do you deliver channel shift?

Customer/Insight

How do you deliver channel shift?

How to understand

your customers?

Users aren’t the same

So what is a Persona?

10

Fictional person

So why create them?

11

Personas

Engagement Workshops

Interviewing the Personas 1. Each team will have 5 minutes per Persona

2. Understand their requirements

3. How might you shift them to alternative channels?

Breakout session • 10 minutes to prepare questions

• 40 minutes to interview and document

• 30 minutes for all to present back (after lunch)

• 3 main key observations

Persona Exercise

How do you deliver channel shift?

Customer Strategy

Customer/Insight

How do you deliver channel shift?

How do you deliver channel shift?

Channel Insight

Customer Strategy

Customer/Insight

Customer Channel Insight

How do you deliver channel shift?

20

Channel Shift @BasildonCouncil

Gathering the Numbers

Andrew Pickess

Corporate Systems Manager

Proposed savings – Pre Metrics

Metrics Gathering Exercise

Channel Metrics – Post Metrics

24

How do you deliver channel shift?

Channel / IT Strategy

Channel Insight

Customer Strategy

Customer/Insight

How do you deliver channel shift?

How do you deliver channel shift?

Channel / IT Strategy

Channel Insight

Customer Strategy

Customer/Insight

Channel Improvements

How do you deliver channel shift?

Understand it

Content Review

Information

Architecture (IA)

Navigation

Wireframe development

Review it

Usage analysis

A/B multivariate testing

Goals and Funnels

Satisfaction surveys

Implement it

Graphical Design

Analytics design

Build and Deploy

User Testing

Discover it

Stakeholder workshops

Focus groups

Depth Interviews

Task analysis

Demographics

Scenarios of use

Develop Personas User Centred

Design

How to understand your customers?

How do you deliver channel shift?

Process Improvements

Channel Improvements

Channel / IT Strategy

Channel Insight

Customer Strategy

Customer/Insight

How do you deliver channel shift?

That’s how you deliver channel shift!

Process Improvements

Channel Improvements

Channel / IT Strategy

Channel Insight

Customer Strategy

Customer/Insight

More information on how GOSS can help your

Channel Shift project

www.gossinteractive.com/channel-shift