martin greenwood, socitm insight - customer access
DESCRIPTION
Part of presentation on customer access and channel shift presented to the annual conference of the public sector IT management organisation, Socitm, on 11 October 2010TRANSCRIPT
Socitm 2010 workshop: customer access & channel shift
Martin GreenwoodSocitm Insight
Some fundamentals• web is cheapest/best channel for many enquiries
• web is already the dominant customer channel
• channel shift has not been a priority until now
• many councils do not know volumes associated with main customer channels and how they are changing
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Where’s our data from? - 1
Better connected:
Socitm’s annual survey of all council websites
Every site reviewed by expert team from a customer perspective – tests usefulness and usability
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Where’s our data from? - 2Website take-up service
Used by 33% of all councils
Pop-up survey offered to one in five web users
What were they looking for did they find it, how good was the experience?
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Where’s our data from? - 3Channel value benchmarking
Small groups of councils
Compare cost, scope and value from all channels
Benchmarking to identify improvement
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Web is already the dominant channel
Listen to what customers do: not what they say they do
Source: GovMetric(May 2010)
Scale and growth of web enquiries
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Visits* Jan 10 Feb 10 Jul 10
Visits to WTS sites 17,941,295 11,045,691 13,124,962
Estimate for all UK 45.5m 30.9m 34.5m
Change for all UK Up 37.3% Up 5.3% Up 11.7%
Source: WTS. (Definition of visit conforms with CoI guidelines)
Web is the cheapest channel
• Face-to-face £7.40 per visit
• Phone £2.90 per call
• Web £0.32 per visitor
(Source:Socitm Insight, Aug 2010)
• Face-to-face £7.81• Telephone £4.00• Web £0.17
(Source NWeGG. 2006)
Also, another study (Apr 09)
• Face-to-face £5.51• Telephone £2.53• Web £0.17
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Web is not joined up with other channels - 1
According to Better connected 2010 just 49% of councils refer out of hours callers to the website
Better connected first reported on this telephone test in 2006 – when 20% referred callers to website
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Web is not joined up with other channels - 2
Result of recent survey for forthcoming customer access and online channel report
Q Are face-to-face, phone and web channels managed in the same or different departments/directorates?
A Same 55%Different 45%
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Q Did you find what you were looking for today ?
• 21.14% say ‘No, not at all’• 21.26% say ‘ Yes, in part’
Source: Website take-up service (April 2010)
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Websites not good enough for shift: evidence from Website take-up service
Cost of web visit failures
• Calculation is based on likelihood that customers will revert to more costly phone or f2f channel
• We ask customers for preferred channel after web• We multiply failures by alternative channel cost
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Web failures are costly
For the full year Cost of failure(£2.90 per failed visit)
Shire county £1.27mShire district £0.26m London borough £1.13mMet district £1.18mUnitary (E) £0.90mUnitary (W) £0.52mUnitary (S) £0.62m
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Understanding channel volumes and cost: the starting point for channel shift
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