putting the customer at centre february 2012
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Putting the customer at the centre of communicationsTRANSCRIPT
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
Melbourne International Film Festival
2010
2011
Customer service
YouTube
– Multiple languages
– Drive online transactions
Burmese Mandarin Spanish
Vietnamese
Arabic
Location Finder
Stakeholder Engagement
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