Customer Engagement - The Options

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Customer Engagement - The Options

• Simon Bailey, ISCAS
• www.iscas.co.uk

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Introduction

• Why Customer Engagement
• E Govt and the impact
• Priority Outcomes do we have a choice?
• Ineffective v Effective Interfaces
• Gershon - VFM
• Managing Multi Channel Access
• Transformational Government

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Transformational Government Enabled By Technology
Cabinet Office Nov 2005

• The specific opportunities lie in improving
  transactional services (eg tax and benefits),
• Historically government services depended almost
  entirely on form-filling and face to face
  meetings. Over the next decade, the principal
  preferred channels for the delivery of
  information and transactional services will be
  the telephone, internet and mobile channels - as
  well as the increasingly important channels
  within the digital home. Using customer insight,
  government will drive take-up of the best new
  digital channels and exploit mobile technologies
  and it will innovate its services to take swift
  advantage of new technologies as they emerge

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Routes to Engagement
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Contacting Govt DepartmentsGOV Portal report

• its purely luck of the draw if the person who
  picks up the phone is any good
• They claim to have never received the mail
• Form filling
• There are too many forms and the forms are huge,
  you almost seem to be answering the same
  question
• Attitude to change of address portal
• It would beat filling out all of those poxy
  forms down at the social
• Portfolio Communications Report Dec 02
• Call Centres
• Know your audience before embarking on IT
  change
• Young are getting older

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Priority Outcomes

• assisting local government to achieve 100
  capability in electronic delivery of priority
  services by 2005, in ways that customers will
  use.
• The ODPM also supports local government to
  achieve
• progress in terms of the electronic delivery of
  key high volume / high impact local government
  services identified as priorities in terms of
  user benefit and efficiency savings, i.e.
• payments (including Council Tax Benefit Housing
  Benefit)

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Priority Outcomes

• Required
• E-enabled one stop resolution of Housing
  Council Tax Benefit enquiries - 80
• Citizens / agents to check their eligibility for
  and calculate their entitlement to Housing
  Council Tax Benefit and to download and print
  relevant claim forms
• Good
• Mobile office service using technology to offer
  processing of Council Tax and Housing Benefit
  claims directly from citizens homes
• Excellent
• baseline and targets for turnaround in
  processing of Council Tax and Housing Benefit
  claims (BVPI 78) and renewals
• Pre-qualification of Council Tax and Housing
  Benefit claimants for other eligible entitlements

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Ineffective Interface
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How we will interface
Digital TV
Corres.
Tel
Kiosks
Face to Face
Internet
Self Service Portals
Contact Centre
CRM SYSTEM
Core Systems
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Why have a web site

• Growing number of citizens to
• Self Service their business
• Request Form
• And
• Free up resources
• Use by intermediaries
• Contact centres
• Giving
• Serve public better, instant access
• Up to date, advice and services
• Must be Useful Usable and Used (SOCITM)

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Service Design and Delivery Guide

• Achieving high take-up of e-services, cost
  savings and better quality public services

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Service Design And Delivery Guide Principles 1 to
3
Principle 1 Maintain and implement a service
design and delivery strategy which improves
the quality of public services, creates
significant take-up by electronic channels and
results in cost savings
Principle 2 Design and deliver all services on
an e-enabled multi-channel basis, using
research about customer needs, access and
usability requirements, and exploiting
self-service wherever possible.
Principle 3 Utilise existing citizen or business
e-enabled service providers before investing
in or upgrading public e-services.
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Service Design And Delivery GuidePrinciples 4 to
6
Principle 4 Design and deliver services
according to e- Government service standards
Principle 5 Set and manage a migration plan
which progressively moves customers to cheaper
channels and a lower cost per transaction,
whilst maintaining or improving the quality of
the service. Ensure there are specific
milestones for switching off or winding down
expensive channels.
Principle 6 Set targets for, measure and
manage customer usage of and satisfaction with
the service.
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Decision Framework

Post Face to Face DTV Internet Phone SMS Kiosk FAX






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Segmenting your customers
Web questionnaire Web History Exit Interviews

• Need or benefit sought
• Geography - e.g. postcode, region, city
• Demographics - e.g. age, sex, income, occupation
  
• Psychographics - e.g. lifestyle, personality
• Behaviours - e.g. usage, loyalty
• Access methods- e.g. Internet channel,
  face-to-face, mail, telephone

Rural v Town Virtual offices
Socio Economic Grouping
Why do they visit, ? jobs, etc
How do they visit?
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Identify Users and Channels

Post Face to Face DTV Internet Phone SMS Kiosk FAX
Segment 1
Segment 2




Possible in the future
Possible in the future
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Identify Transaction Types Delivered through
Channels

Post Face to Face DTV Internet Phone SMS Kiosk FAX
Segment 1
Segment 2
Info Transaction
Service Transaction
Financial Transaction
Account Transaction
Possible in the future
Possible in the future
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Identify Transaction Types Delivered through
Channels

Post Face to Face DTV Internet Phone SMS Kiosk FAX
Segment 1
Segment 2
Info Transaction
Service Transaction
Financial Transaction
Account Transaction
Possible in the future
Possible in the future
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Review Channel Usage

Post Face to Face DTV Internet Phone SMS Kiosk FAX
Segment 1
Segment 2
Info Transaction
Service Transaction
Financial Transaction
Account Transaction
Possible in the future
Possible in the future
Correlation
Risk of Redundancy
Emerging Channels
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Identify where other channels could support usage
patterns and transaction types

Post Face to Face DTV Internet Phone SMS Kiosk FAX
Segment 1
Segment 2
Info Transaction
Service Transaction
Financial Transaction
Account Transaction
Possible in the future
Possible in the future
Option 4 Ramp down
Option3 Port transactions to mobile
Option 1 Web Enable
Option2 CRM
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Take Up and Migration

• No-one is ever going to move to a channel or
  service that is harder to use or less beneficial

SMS no good for large payments Benefit forms
completed on line
choice of channels available to customer groups
varies depending on three factors
Capability of the channel to support
particular services The accessibility of a
channel to its target customer segment The
propensity of a target customer segment to use it
SMS for pension credit
May still want to use the old way Does not have
to be closed
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Migration
Web address Name my east riding. Emails
signatures Envelopes
Drive Take up- National Audit Office -
recommendations

• How do you increase take up
• Marketing
• Incentives
• Money
• Legitimate Authority
• Time
• Information and Expertise

Incentive or payment Lower price for self service
discount etc Prize draws Free tickets for
shows Passing on the saving
Compulsion Only offering new service via
internet Political inequality of access
Saving customer time Extension of time e.g.
inland revenue Use of trusted intermediaries e.g.
claim for benefit made through CAB web site. New
rules for claiming I am moving
Enhanced information and expert advice
Intelligent applications and forms
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Barriers to Take up
Independent security test

• Lack of Confidence in security
• Lack of Accessibility
• Non Availability
• Poor Usability
• Lack of (Channel) skills

Is the service right for the segment
Can the service cope
Test pilot the service
Is the service right for the customer
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Efficiency Savings

• Efficiency Gains
• 40 units of resource face to face
• 10 units phones based transactions
• 1 unit for self service transactions
• Citizen Centric
• High Transactional Services
• Repetitive services
• Self Service

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Customer Engagement - The Options

• Simon Bailey, ISCAS
• www.iscas.co.uk