citizen outreach and engagement
DESCRIPTION
Strategy is what ties the vision to results. This session will focus on strategies and considerations when moving to an electronic process for accepting requests from the public. Often times government organizations cannot mandate the use of externally facing systems yet in order to leverage the investment made in the system, citizens must adopt a new process for engaging with agencies. The City of Los Angeles launched an outreach program in 2009 to shift a document based submission from a mail, fax, and in-box bound process to an electronic data focused submission process and has reached an 87% self service rate. As a case study example, we will walk through an overview of the program as well as some of the key lessons learned.TRANSCRIPT
Citizen Outreach & Engagement
Strategy as Part of the Plan
http://www.selfservicegov.com [email protected]
Topics
November 7th 2012 User Forum - Prepared by IES
Planning Your Self Service Project o http://www.selfservicegov.com/
On-Boarding and Outreach (Communicate) Results & Feedback (Track) Revise (Acknowledge & Adjust) Repeat….
Case Study – Track4LA (Full Service)
Nov 7th 2012 User Forum - Prepared by IES
Case Study – Track4LA (Self Service)
Nov 7th 2012 User Forum - Prepared by IES
Planning: Why Self Service?
Nov 7th 2012 User Forum - Prepared by IES
1. Efficiency * Cost Savings Cost Avoidance Redirection of Staff Time
2. Customer Usage/Satisfaction* Availability Ease of Use Reduced Turnaround Time
3. Security and Information Integrity * 4. Mandates
Planning: Defining Self Service
November 7th 2012 User Forum - Prepared by IES
Clearly identify the process or the sub-process to be extended to the public (simple to complex) o As-is process/costs o To-be process/costs
Self service with assistance or without? Define your users (groups)
o Rank “to be” user groups from supportive to most difficult o Identify benefits by user group o Identify risks by user group
Optional or Mandatory Identify Clear and Attainable Self Service Goals over Time IT Strategy – To Convert or Not Convert?
o Identify Project Dev and Ongoing Support Costs
Planning: Why is the Implementation Strategy Unique for Self Service?
November 7th 2012 User Forum - Prepared by IES
Program Staff (12)
Process Request – Internal Systems, Data Entry (4)
Systems Support (3)
Traditional Operations & System Support - Example
Implementing Self Service - Example
Developer PM External Users (10,000 – 100,000)
Planning: The Good News and the Bad News
Nov7th 2012 User Forum - Prepared by IES
Planning: The Community Manager
Nov 7th 2012 User Forum - Prepared by IES
On-boarding Strategy Communications Planning Self Service Rate Monitoring/Tracking Feedback System Enhancements/Upgrades Customer Support Tracking and Training Change Management Outreach Tools and Media Input to Policies/Procedures Coordination and Preparation of Content for Release –
Notices, Bulletins, etc.
Planning: On-boarding Strategy Example
Nov 7th 2012 User Forum - Prepared by IES
1. Path of least resistance to build loyalty and show quick results – tech savvy users
2. Solicit feedback – make adjustments 1. https://www.google.com/search?q=customer+support+dwp&ie=utf
-8&oe=utf-8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a
3. Target heavy users – campaigns/e-blasts 4. Target flip-floppers: insist on loyalty to self service 5. Identify training issues: address them with proactive online
training sessions 6. Identify technical issues: address them and let users know
when they are fixed 7. Target highly political or potentially adversarial users last
Planning: Defining Metrics for Success
Nov 7th 2012 User Forum - Prepared by IES
1. Efficiency Cost Calculator Cost Savings – Current (hard, soft); internal/external Cost Avoidance – Future (hard, soft) Redirection of Staff Time – Benefits Reduced Turnaround Time
2. Customer Usage/Satisfaction Availability Ease of Use Reduced Turnaround Time
3. Security and Information Integrity – Risks/Costs 4. Mandates – Risks/Costs
Outreach: Getting the Word Out
Nov 7th 2012 User Forum - Prepared by IES
Build your target community Craft your message
o Share benefits to audience o Share successes o Be consistent
Build your communication plan o Create multiple touch points
o One to One (informational or directional) o One to Many (broadcast) o Leverage Partners and Affiliates
o Establish a track record of consistent communications Be prepared to respond and make corrections as needed If asking people to change, be prepared for resistance Track results Adjust the Plan based on feedback (direct or indirect)
Outreach: Tools – Target Community
Nov 7th 2012 User Forum - Prepared by IES
CRM
ECM
Outlook
SharePoint
ERP
Outreach: Tools – Target Community
Nov 7th 2012 User Forum - Prepared by IES
Team based Track & Facilitate Communications Track Customer Support Activities
Outreach: Tools – Target Community Example
Nov 7th 2012 User Forum - Prepared by IES
Outreach: The Message
Nov 7th 2012 User Forum - Prepared by IES
One to One o Informational – Auto Reply
One to Many o Directional – Notice and Call to Action
• Track Responsiveness? • https://www.swiftpage2.com/speasapage.aspx?X=2U0UKVDEEAY4X51P00Y9WW
o Informational /Collaborative • Community sites http://track4la.lacity.org/ • Blog Posts • Forums
o Leverage Partners/Affiliates • https://www.google.com/search?q=track4la&ie=utf-8&oe=utf-
8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a
Internal Team – Collaboration/Discussion o http://www.selfservicegov.com/track4la-discussion/
Results Submissions – Track4LA
2010
2011
2012
0
500
1000
1500
2000
2500
3000
3500
July 2009 - September 2012
Self Service Submissions by Quarter
Nov7th 2012 User Forum - Prepared by IES
Results Brokers on Board – Track4LA
Nov 7th 2012 User Forum - Prepared by IES
2010
2011
2012
0
100
200
300
400
500
600
700
800
900
July 2009 - September 2012
New Registered Brokers (Users) by Quarter
Results Self Service Rate – Track4LA
Nov 7th 2012 User Forum - Prepared by IES
2010
2011
2012
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
July 2009 - September 2012
Self Service Rate by Quarter
Results: Cost Savings/Avoidance
Nov7th 2012 User Forum - Prepared by IES
2010
2011
2012
$0.00
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
$120,000.00
$140,000.00
$160,000.00
$180,000.00
$200,000.00
July 2009 - September 2012
Cost Savings/Avoidance by Quarter
Results: Net Cost Savings/Avoidance
Nov7th 2012 User Forum - Prepared by IES
2010
2011
2012
-$80,000.00
-$60,000.00
-$40,000.00
-$20,000.00
$0.00
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
$120,000.00
July 2009 - September 2012
Average Net Cost Savings/Avoidance by Quarter
Note: Total costs to date have been averaged over the total time period to determine net costs per quarter
Lessons Learned
Nov 7th 2012 User Forum - Prepared by IES
Don’t underestimate the effort required to create change Don’t assume that internal staff are on board – buy in is
critical! Carefully craft messaging to unique target audiences Not communicating can be part of the strategy Don’t forget about updating policies/procedures Be strategic but flexible Say what you mean, do what you say Be careful what you commit to Choose tools wisely Be responsive – set expectations Be consistent and credible Be open to discovering the gaps in the plan
Next Steps – Growing the Community Expand Track4LA to other Cities/Counties
o Leverage traditional social media sites to connect with key stakeholders
o Refollow – http://www.refollow.com Continue to grow the Insurance Broker User Loyalty
o Develop user Awards program o Promote through existing social media sites and expand to
traditional sites (i.e. Twitter account) o Increase subscribers on the Community site reducing the need
for e-mail blasts o Cross promote partners and brokers using social media
Expand internal marketing via Google Plus and Groups o Launch internal discussion/forum for Project team
Nov 7th 2012 User Forum - Prepared by IES