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I have lately completed a seven month interim role at Sheffield City Council overseeing the advocacy and day to day management of the council's transition to 'digital by default' customer service delivery. Creating a new website information architecture based on evidence of customer demand and usage of council services, introducing new governance arrangements and the launch of a customer access channel via Twitter, and acting as mentor to existing web manager. This presentation summarised for the council's executive management team the outputs at the end of my engagement.
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Be#er by Digital: Website Improvement Project Update
John Fox, Interim Digital Channels Strategy Manager & Socitm Consultant
www.socitm.net/insight
29 October 2013
Please choose and score the TOP FIVE tasks that are most important to you in dealing with your local council.
Tasks Total Vote% of Total Vote 6645
Cumulative Vote
Cumulative Tasks
1 Bins (rubbish, waste, bulky, garden waste, compost) 382 5.7% 5.7% 1.2%
2Parks (gardens, open spaces, country parks, woodlands) 314 4.7% 10.5% 2.4%
3 Libraries 267 4.0% 14.5% 3.5%
4Jobs (careers, teaching, training, volunteers, work permits) 258 3.9% 18.4% 4.7%
5 Roads and highways faults 250 3.8% 22.1% 5.9%
6Schools and Colleges (admissions, finance, closures, terms) 242 3.6% 25.8% 7.1%
7 Roadworks (traffic management, signals, improvements) 230 3.5% 29.2% 8.2%
8Leisure (cycle, walk, sport, swim, clubs, tourism, allotments) 222 3.3% 32.6% 9.4%
9 Crime and disorder 215 3.2% 35.8% 10.6%10 Hospitals (health authorities) 215 3.2% 39.1% 11.8%11 Recycling (household, tips, bottle banks) 209 3.1% 42.2% 12.9%12 Council tax (billing, discounts, payments, moving) 204 3.1% 45.3% 14.1%
13 Planning (advice, applications, green belt, conservation) 192 2.9% 48.2% 15.3%14 Contact Council 172 2.6% 50.7% 16.5%15 Public transport (tickets, timetables, journey planner) 169 2.5% 53.3% 17.6%16 Street cleaning 153 2.3% 55.6% 18.8%17 Culture (heritage, museums, theatres) 135 2.0% 57.6% 20.0%18 Schools and Colleges (OFSTED) 132 2.0% 59.6% 21.2%19 Parking (blue badge, fines, permits, car parks) 110 1.7% 61.3% 22.4%20 Transport plans and policy (local transport plan) 109 1.6% 62.9% 23.5%
Top 25%
26-50%
51-75%
Please choose and score the TOP FIVE tasks that are most important to you in dealing with your local council.
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
1 3 5 7 9 11131517192123252729313335373941434547495153555759616365676971737577798183
Percen
t of vote
Tasks
% Vote
Average
VoMng spread
15% 10% 5% 0% 5% 10%
Up-to-date
Accurate
Complete
Language
Contact
Participation
Open
Recommendations
Search
Menus and Links
Layout
Visual appeal
Speed
Negative votes Positive votes
Customer Centric Index
Factor Positive NegativeTake Action
Up-to-date 4.8% 4.3% 7%Accurate 5.8% 1.5% 1%Complete 1.5% 3.4% 6%Language 5.0% 1.2% 1%Contact 1.8% 6.4% 12%Participation 1.8% 2.4% 4%Open 4.3% 1.2% 1%Recommendations 0.1% 1.3% 3%Search 4.0% 9.6% 18%Menus and Links 3.7% 11.8% 22%Layout 6.6% 4.7% 7%Visual appeal 2.3% 4.7% 9%Speed 1.2% 4.8% 9%Customer Centric Index 43% 57% 100%
Sheffield – pay your council tax Sheffield’s pay council tax page promotes mulMple ways of paying your council tax, encouraging customers to set up a direct debit. Whilst the white panel Is relaMvely uncluRered, the customer sMll has to read all the text to be sure they know all the possible permutaMons!
East Riding of Yorkshire East Riding’s council tax payment page incorporates a clear call to acMon to pay my council tax online, but the page is cluRered up with lots of extraneous informaMon that isn’t really relevant in the context of the task I have come to the website to perform. As such, this informaMon may act, inadvertently, as a barrier to my compleMon of the task.
Liverpool – pay your council tax Liverpool’s equivalent page has removed all extraneous informaMon to focus enMrely on the customer compleMng their task. This council is keen to promote paying online whereas other councils prefer to promote direct debit as the primary payment method. If we were to scroll down this page we would find a link to other payment methods available.
Sheffield – pay your council tax On our new website we will deploy strategically placed ‘Call to acMon’ (CTA) buRons to encourage site users to take the acMon that we would like them to takee. The arresMng colour of the magenta buRon makes it really difficult for the user to miss seeing the pay it online prompt, but we’ve also deployed a secondary, ‘Sheffield steel’, CTA for an alternaMve payment method. Finally there is a ‘related pages’ link to another page that would list alternaMve payment methods available.
High level landing page for Housing
Subject-‐specific service landing page
InformaMon architecture
Sheffield
Salford
Home > Health and Social Care > Help at Home > Adult Social Care > Support Available > Support at Home
Home > Health and Social Care > Adults and Older People > Apply to receive care at home
Sheffield 2018 Help Yourself Don Valley Stadium MarkeMng
Sheff Kids Sheffield Homes
Sheffield First Partnership
Review of session
• Customer opinions (task idenMficaMon) • InformaMon architecture • Website design • Strategic governance – RaMonalisaMon of web estate – Strategic management and channel shia – OperaMonal management (future operaMng model)
Be#er by Digital: Website Improvement Project Update
John Fox, Interim Digital Channels Strategy Manager & Socitm Consultant [email protected]
www.socitm.net/insight
29 October 2013
