putting the customer at centre february 2012

Putting the customer at the centreDionne Lew - Director, Corporate CommunicationsMarch 2012

Who are VicRoads?

Knowing the customer

Who are our customers? What do they want from us? How do they want it? When?

The result

Social media strategy

Policies

Digital Strategies

Direct Route to Licence Town

Gaming

Online campaigns

Stretching the elastic

Medical

Air traffic

Facebook

Melbourne International Film Festival

2010

2011

Customer service

YouTube

– Multiple languages

– Drive online transactions

Burmese Mandarin Spanish

Vietnamese

Arabic

Facebook

Location Finder

Stakeholder Engagement

Hoddle Street Study

http://hoddlestreetstudy.com.au

Procurement

Two-way communication/transparency

Real Time information, when it’s needed

Distribution

Traffic

VicTraffic

LiveDrive

Clearways app – SmartPark

www.vicroads.vic.gov.au/apps

Digital innovation – beyond a webpage

• Consider new forms of publishing specific to audience and that allow cost reduction and recovery, ebooks

• Third party leverage, we are a valuable ingredient, partner with people who are established in their field, educating, providing news, selling

• Consumer-centred thinking – What is the problem we are going to solve vs what do we have we can put on the web

Ebooks

Outcomes

Old meets new

Traditional marketing

New and emerging technology and channels

10% of our web traffic is from mobiles– Expected to be 50% in

2013

Where we are at

210% increase in demand from mobile phones in 2010

640,000 YouTube views

2,225 followers on twitter

720,000+ visits per month

Mobile

We are already seeing the shift in access from PC to Mobile

12 % of all views now from mobile – In July 2011 we had 2/3rd of 2010’s mobile traffic

Only one area is mobile friendly – traffic Mobile is the perfect accompaniment for our users

needs

Mobile –most popular

iPhone and iPad account for 80% of that traffic Homepage Traffic information Contact Us Vehicle Status Checks Registration – pre purchase checks Licence questions, P’s L’s etc

Going ahead

More sophisticated view of our consumers

Keep listening to the consumer and building on the communication methods they use – making ourselves accessible

Coming soon

Emergency map Cyclists’ app Freight app Move transactions online Online logbooks for learners