surrey county council - channel optimisation
TRANSCRIPT
Developing a Customer Access Strategy for a
Lean Future
Simon Pollock
Head of Customer Service
Today
1. Channel Shift
2. Surrey’s Access Strategy
3. Discussion
Channel Shift
Authors
Sarah Fogden, Cabinet Office
Bob Kamall, Cabinet Office
Carolyn Cho, Cabinet Office
Stephen Dodson, DC10plus
Marin Herbert, Student Loans Company
Simon Pollock, Surrey County Council
1. The internet is not always the best
channel
“…..channel shift DOES NOT mean simply moving an organisation’s customer contact online….
“…..deliberate channel shift is the design and marketing of effective and efficient channels because they are the most appropriate channel for the type of contact, customer and organisation….”
Channel Hopping
2. Place One Person in Control
Who’s in Charge?
Who’s in Charge?
Channel Shift at SurreyWebsite Visitors
100,000
150,000
200,000
250,000
300,000
350,000
400,000
Jan-
06
Mar
-06
May
-06
Jul-0
6
Sep
-06
Nov
-06
Jan-
07
Mar
-07
May
-07
Jul-0
7
Sep
-07
Nov
-07
Jan-
08
Mar
-08
May
-08
Jul-0
8
Sep
-08
Nov
-08
Jan-
09
Mar
-09
May
-09
Jul-0
9
Sep
-09
Channel Shift at SurreyPhone Calls
-
10,000
20,000
30,000
40,000
50,000
60,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2007
2008
2009
3. The Contact Centre Use the Public Website
Use the Public Website
4. Don’t Build Internal Knowledge
Systems
Don’t Build Internal Knowledge Systems
5. Look at the Exit Pages
Look at the Exit Pages
“…the key to driving people online is offering good online experiences, good customer service and outputting good information….”
Tim Moss Director Corporate Strategy Companies House
6. Compare Conversion Rates Across Channels
7. Don’t Launch “Internet Only”
Services
Don’t Launch Web Only Services
Don’t Launch Web Only Services
“ It is unlawful for a public authority to discriminate against a disabled person in carrying out it’s functions”
8. Don’t Pay by Transaction for
Outsourced Calls
Don’t Pay by Transaction for Outsourced Calls
9. Don’t Reinvent the Wheel
Don’t Reinvent the Wheel
10. Engage Marketing and
Comms Experts
The Top 10
The Top 10
1. Don’t just think “internet” for channel shift – online is not always the best channel
2. Place one person in control3. Get the contact centre staff to transact using the public website4. Use the public website as your internal knowledge database5. Look at the “exit pages” on your website to see where transactions are
failing6. Compare conversion rates via different channels7. Don’t launch internet only services for the public, it’s against the law!8. Don’t sign any outsourced contracts that are paid per transaction9. Find out what’s worked elsewhere10. Engage marketing or communications experts
Surrey’s Contact Strategy
Contact Centres
Demand for
contact stimulated
Customer chooseschannel
Contactarrives
Contacthandled
Contact resolved..or not….
by us or others
Where we have been focussing
Contact Centres
Demand for
contact stimulated
Contactarrives
Contacthandled
Contact resolved..or not….
by us or others
Where we are now focussing
Customer chooseschannel
Customer chooseschannel
Surrey’s Channel Strategy
Surrey’s Contact Strategy1. All new services should be built for the 24/7 web access
first2. The Contact Centre offers mediated access to the web
using the public site3. Maximum web admin rights should be given to the public4. All contacts should be analysed every month5. Business cases should be prepared to move more
transactions online (including information transactions)6. Where appropriate, online transactions should be closed
down or signposted to more appropriate channels
Customer Services
Contact
Centre
Web
Team
CSI
Team
SALDR
BLUEBADGE
STUDENT
FINANCE
FARECARDS
Channel Shift at SurreyWebsite Visitors
100,000
150,000
200,000
250,000
300,000
350,000
400,000
Jan-
06
Mar
-06
May
-06
Jul-0
6
Sep
-06
Nov
-06
Jan-
07
Mar
-07
May
-07
Jul-0
7
Sep
-07
Nov
-07
Jan-
08
Mar
-08
May
-08
Jul-0
8
Sep
-08
Nov
-08
Jan-
09
Mar
-09
May
-09
Jul-0
9
Sep
-09
Channel Shift at SurreyPhone Calls
-
10,000
20,000
30,000
40,000
50,000
60,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2007
2008
2009
Channel Shift Benefits
Calls Web Emails Total Contacts Increase YOY2007 590,238 2,346,886 43,429 2,980,553 2008 540,677 3,312,881 47,298 3,900,856 30.9%2009 490,537 4,002,318 54,783 4,547,638 16.6%
52.6%
Budget Cost per Contact Reduction YOY2007 3,135,348£ 1.05£ 2008 3,355,020£ 0.86£ -18.2%2009 3,631,438£ 0.80£ -7.2%
15.8% -24.1%
Surrey’s Contact Strategy -
Crossovers
Contact Centres
Demand for
contact stimulated
Contactarrives
Contacthandled
Contact resolved..or not….
by us or others
Where we are now focussing
Customer chooseschannel
Demand for
contact stimulated
Surrey Pothole Process
Surrey Pothole Process
Surrey Pothole Process
Surrey Pothole Process
Surrey Pothole Process
Surrey Social Care Process
Outbound SMS
SMS sent out 46 hours before appointment
Small bills chased by text School closures Street light reporting
Paddling Up Stream
Something Interesting
Avoidable Contact Target by April 2011
- 49,985 Calls
Channel Shift Target by April 2011
45,419 Calls
Total Annual Call volume 500,000
Discussion Points
Questions & Discussion
Which department do you think should “own the website”?
Where does this sit in your organisation? How does channel management work in
your organisation? Are there any successes that you can
share?Is there a better way of managing channels?
Quick Wins
Quick Win 1
Think about each web service where you would rather have a customer ring you
Eg. Outstanding bill, social care, suicide
Place the phone number at the top of the text
Quick Win 2
Begin a jargon busting campaign
“The five Thematic Partnerships will be responsible for delivering the Surrey Community Strategy priority
outcomes and LAA targets agreed by the SSP Leadership Group by developing and commissioning thematic
programmes of work designed to achieve the required benefits and reporting on progress to the SSP Board and
partner organisations. “I think this means…..
Five project groups will implement the Surrey Community Strategy .
Quick Win 3
Get a list of your top 20 Contact Centre call types
Get a friend or relative to try and find each service on your website
Eg, missed bins, registering a birth, pothole
Change the website to make the service easier to find