Simon PollockHead of Customer ServicesSurrey County Council

Channel Shift Transforming Customer Services

Simon PollockHead of Customer Service

Surrey County Council

AuthorsSarah Fogden, Cabinet OfficeBob Kamall, Cabinet OfficeCarolyn Cho, Cabinet OfficeStephen Dodson, DC10plusMarin Herbert, Student Loans CompanySimon Pollock, Surrey County Council

5

Surrey’s Channel Strategy

“…..channel shift DOES NOT mean simply moving an organisation’s customer contact online….

The internet is not always the best channel

“…..deliberate channel shift is the design and marketing of effective and efficient channels because they are the most appropriate channel for the type of contact, customer and organisation….”

Three Speeds of Channel Shift

Deliberate Channel Shift

Natural Channel Shift

Accelerated Channel Shift

Channel Hopping

Channel Shift – Top 3

1. Who’s in Charge?

1. Who’s in Charge?

CSITeam

Web Team

Customer Services

Contact Centre

2. Good Housekeeping

17

3. Why Use the Public Website?

The Top 3

1. One person in charge

2. Good housekeeping

3. Turn off your internal systems

The Top 3

1.

2.

3. Turn off your internal systems

Turn Of Your Internal Systems

Less internet users shifting to other channels

Less calls

Better 24 hour offering

More citizen empowerment

Less or no Contact Centre licences

Less Contact Centre training

Ability for partners to take your calls

Easy to upscale operation with untrained staff

The beginnings of a “unified public sector” ??

Some Results.....

Channel Shift at Surrey

Website Visitors

100,000

150,000

200,000

250,000

300,000

350,000

400,000

Jan-

06

Mar

-06

May

-06

Jul-0

6

Sep

-06

Nov

-06

Jan-

07

Mar

-07

May

-07

Jul-0

7

Sep

-07

Nov

-07

Jan-

08

Mar

-08

May

-08

Jul-0

8

Sep

-08

Nov

-08

Jan-

09

Mar

-09

May

-09

Jul-0

9

Sep

-09

Channel Shift at Surrey

Phone Calls

-

10,000

20,000

30,000

40,000

50,000

60,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2007

2008

2009

Falling Cost Per Contact

Calls Web Emails Total Contacts Increase YOY2007/08 590,238 3,342,611 43,429 3,976,278 2008/09 540,677 4,871,192 47,298 5,459,167 37.3%2009/10 490,537 5,890,088 54,783 6,435,408 17.9%

61.8%

Budget Cost per Contact Reduction YOY

2007/08 3,135,348£ 0.79£ 2008/09 3,355,020£ 0.61£ -22.1%2009/10 3,631,438£ 0.56£ -8.2%

15.8% -28.4%

****Update**** Cost per contact for October 2011 has dropped below 40p

Channel Shift Transforming Customer Services

Simon PollockHead of Customer Service

Surrey County Council