5 steps to a customer first digital strategy
TRANSCRIPT
Digital Log Book – Creating a Customer First Digital Strategy
Creating a Customer First
Digital Inclusion Strategy
Creating a customer centric digital solution
has more benefits than you might have thought
Digital Log Book – Creating a Customer First Digital Strategy
The arguments for ‘all things being digital’
are pretty well defined.
At Digital Log Book we would guess that
you are pretty clear on why you need to
be delivering your services digitally and
engaging with your customers digitally.
Changing your customers’ behaviours
from one of less dependency to greater
self management and control is a real
imperative for all organisations.
With the changing welfare environment,
expectations to do more with less and
changing customer expectations we too
need to think about our own businesses
and what we are doing to support
behaviour change.
Changing citizen behaviour,
Introduction
My Work Journey Customer
“I was able to structure my CV so it looked
professional. Within a week or so I managed
to find a job – I think the CV function helped
me in securing this job. “
Digital Log Book – Creating a Customer First Digital Strategy
Our technology landscape is evolving at
an enormous rate, which makes it very
difficult for us to keep up with.
The implementation of technology has
historically been achieved through a piece
meal approach to meet specific needs.
Getting these technologies to work
together to support our service delivery has
proved to be time consuming and
expensive with low adoption rates.
The disparate nature of these technologies
has exposed the gaps in our own services
and the adverse impacts this has on the
digital journey for our customers.
We need to think about the customer
journey, our processes and putting our
customers in control?
Changing citizen behaviour,
The advent of social media and mobile has put the
power of control into the hands of our customers.
People are increasingly managing their own
information and sharing this with whomever they
want.
What about enabling our customers to manage their
own information with us and other public services?
Research as far back as 2012 highlighted that ‘consumers who are able to manage and protect their privacy
are up to 52% more willing to share information than those
who aren‘t – presumably because they can adapt their data
sharing to their individual preferences.’*
Changing citizen behaviour,
The Digital Landscape
*Boston Consulting Group – The Value of Digital Identity
Digital Log Book – Creating a Customer First Digital Strategy
What is Digital Inclusion (DI)
We need to understand what we
mean by ‘digital inclusion’ and what
it means to our customers.
Are we looking at a more
interactive web site that allows
our customers to pay their rent
on-line?
Is it another communications
channel with the greater use of
social media?
What tools are we providing to
our customers to help them, as
they have probably not
operated on-line?
g citizen behaviour,
How do we unlock the value of a digital
inclusion strategy for our customers and
organisation?
We need to develop a strategy that
meets the needs of our customers, who
just want a seamless service.
We need to be thinking of a road map
that twists and turns all the time.
Empowering your customers
1. Digital Inclusion
Digital Log Book – Creating a Customer First Digital Strategy
Channel Average cost
per transaction
Face to Face £8.63
Telephone (Council/HA) £3.25
Telephone (Call Centre) £2.83
Interactive Voice Response 20p
Self Service 15p
On-Line 15p
SOCTIM
Business questions we need to ask
Can our customers do what they want to do on-line?
If we understand what our DI strategy is, this answer should be ‘yes’
What if our services were more like Amazon’s?*
Amazon is hugely successful as their whole business model is built to
support their digital service. Some people decry Amazon and its
collection of personal information and intrusion into our lives. Yet
our online behaviour suggests different.
Is our business totally geared towards supporting our digital
strategy?
All staff need to support this digital way of operating otherwise it
will not achieve our desired objectives.
Have we got an income protection plan in place?
Our strategy needs to save money for us and our customers.
*Policy Exchange – Eddie Copeland – May 2015
2. The Business Case for Digital Inclusion
Invest to save
There are a great many pressures on us
to save money whilst demand for our
services increases.
How do we do more for less?
A good starting point is to assess your
current transaction costs.
g citizen behaviour,
Digital Log Book – Creating a Customer First Digital Strategy
Our world is constantly changing.
Welfare reform is all pervasive as
Government seeks to reduce the
welfare bill.
Society is changing too as people
expect more for less, access to
services and products 24 hours a day
and the delivery of these services and
products in a way that they want.
Customer expectations are changing
and becoming more niche like in
nature driven by technology, age,
and aspiration.
We need to build and deliver services
in such a way that our customers
enjoy interacting with them digitally.
By the very nature of delivering digital
services we will improve the skills of
our customers, improving their life
opportunities.
3. Our environment
Annette King – Innovation Manager – Birmingham City
Council
“The Digital Log Book increases customer’s digital skills,
leading to improved quality of life”
Digital Log Book – Creating a Customer First Digital Strategy
The relationship you have with your customers is changing.
No longer are you just a housing provider but you have to meet the wide diversity of your
customer’s needs around welfare reform and reduced income.
What are the impacts to your business of
not being digital?
Have you got the processes and
procedures in place to deliver a digital
engagement strategy?
Have you got the technologies in place
to give your customers control of their
own information?
Are you going to do it yourself or work
with an external partner?
Have you got a digital road map?
How are you going to manage the
customer experience?
Do your customers understand why you
are going digital?
Are your customers empowered to make
their own decisions, as they can do.
What happens to a customer’s
information if they move? They still need
it.
Have you got a customer experience
view?
4. Risk Analysis
Digital Log Book – Creating a Customer First Digital Strategy
Web services
Are your online services fit for purpose?
Do your online services fulfil a business need
or meet customer needs?
What do you actually want your customers to
do – self serve or access online services?
People – staff & customers
Have you got enough resources in place?
Have you got full organisation support?
How do you keep up to date with evolving
technology?
Marketing
Do you have a marketing plan for your digital
strategy?
How are you going to ‘sell it’ to your
customers?
Are your customers involved?
5. Empower your customers, empower you
Birmingham Housing Tenant
“This service is brilliant. Makes everything
easy, especially when you are a Mum - it
puts everything in one place.”
Digital Log Book – Creating a Customer First Digital Strategy
You’ve got this far,
what next?
If we have better access to better quality
information, that was more widely shared,
there would be far greater benefits to our
customers, our organisations, our service
delivery and even to our communities.
If we want our customers to engage they
must feel in control.
Social media is successful because people
can manage their own information.
Nev Gill
p: 07490 131995 / 0845 520 2321
t: @etive_nev
w: www.digitallogbook.org