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Channel Shifting
How to get people to do it
online and save you money
2010
Tim RaineyTameside MBC
SOCITM Conference
CHAPTER 1
Introducti
ons
CHAPTER 2
Why bother?
0
500000
1000000
1500000
2000000
2500000
3000000
2003/4 100126 303511 452378
2004/5 104986 314602 679813
2005/6 92560 275555 1499904
2006/7 81110 225516 1954604
2007/8 83463 272043 1984500
2008/9 74694 219804 2286087
2009/10 77599 211957 2423329
Face to face Call Centre Website
Visitors
0.00
2.00
4.00
6.00
8.00
10.00
12.00
Co
sts
£ p
er
vis
it
2003/4 8.57 1.29 0.45
2004/5 8.46 1.20 0.30
2005/6 8.92 1.31 0.14
2006/7 9.23 1.46 0.07
2007/8 9.07 1.28 0.06
2008/9 9.90 1.63 0.05
2009/10 8.70 1.65 0.05
face to face Call Centre Website
Costs
CHAPTER 3
What is it all
about?
Tips
• Save money and create capacity in front office
• More self service• Clear goals and good measurements• Close paper channel where possible• Insight and Research• Improve efficiency and customer experience• Social marketing – change people’s attitudes
marketing
TRY This
• List of services – integrated, more to do and not yet online
MAKE a LIST
Try this
• List of services – integrated, more to do and not yet online
• Costs are just cost to serve – more costs and savings in back office.
• DSD linked to 3 year MTFS – 70,10,20– Public facing services– Internal transactions– Getting people on-line (race 2012)
• First 28 transaction alone save £172,0000
CHAPTER 4
How do you
do it?
CREDIT CARDS• Cash Office closed 10 years ago• Total 33294 last year• 77%, 21% & 2%• Self service for £1279 -25,590 transactions• Face to face 6962 payments cost £60,569• Reducing face2face to 10% save over
£30,000• Simple low value transaction• Insight – who, what, why – experian truetouch• Targeted marketing with benefits on doing it
on-line or over the phone.
FREE SCHOOL MEALS
• 3929 applications a year• Closed paper channel – saved in excess of
£60,000 back office & speeded up process• 23%, 48%, 28%• £46, £16,486, £1836 = £18369• If 70%, 20%,10% = £4852• Insight – who, what, why – experian
truetouch• Targeted marketing with benefits on doing it
on-line or over the phone.
Buy with confidence
• Approved trader scheme• Send out 1000’s directories, which are
always out of date – new traders being added every week. – also list not to hand when out and about etc.
• Website and iPhone
Bwc website visits
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Bwc iphone visits
Buy with confidence
Buy with confidence
• Approved trader scheme• Website hits• Send out 1000’s directories, which are
always out of date – new traders being added every week. – also list not to hand when out and about etc.
• iPhone website stats• iPhone App – 100’s downloads –
convenient, up to date information, cheaper. £5K to develop.
CHAPTER 5
You got to
have a system!
614,583Visits to Customer Services over
last 7 years2,488,738Website visits in last 12 months
More people visit our website in 3 months than visited our face-to-face
centres in the last 7 years
Fact
85% of the UK population owns a mobile phone
Fact
Access via a mobile device has increased 6 fold in 12
months
By 2020 the mobile device will be the worlds primary connection to the Internet
Fact
£8.70Cost of each face-to-face visit
5pCost per website visit
£67,107.80Saving if we channel shift 10%
£15,725
Reality
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