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Copyright © 2007 Vangent, Ltd.All Rights Reserved.
Case Study: London Borough of Case Study: London Borough of SouthwarkSouthwark
Randy Harris Chief Operating Officer
Vangent Limited30 July 2008
Copyright © 2007 Vangent, Ltd. All Rights Reserved. 2
Fundamentals of Improved Customer Service
Paul C.: “I’d like to puton record how pleased I am with your fast response times. On several occasions I haveemailed your departmenton a Sunday and withinan hour or two I’ve had areply back answering my query. Councils oftenreceive much criticism fortheir response times and lack of professionalismtowards council tax payers, but you certainlyseem to be leading the way – well done.”
Understand the mission of the service
Take time to listen to the Customers
Put the Customer at the heart of the service design
Challenge the “As Is” approach, true transformation requires bold steps
Innovate with an eye for sustainability
Regularly review for continuous improvement and actively engage with the customer to determine the impact
Copyright © 2007 Vangent, Ltd. All Rights Reserved. 3
Southwark Council’s diverse customer requirements
Libraries to waste collection and recycling
School admissions to voter registration
Requests for adult social home care to Council Tax payment
From highway maintenance and licensing to pest control
Over 400,000 Housing enquiries/requests (mostly regarding Housing Repairs)
Copyright © 2007 Vangent, Ltd. All Rights Reserved. 4
• Contacting the council as residents who pay council tax and expect certain services in return
• Council tax issues• Access to education
services• Picking up (their own)
rubbish)• Noise pollution
• Contacting the council because they need the council's support for basic services
• Home maintenance• Emergency housing• Rent arrears
• Issue which effect the community as a whole
• Safety, litter, roads, dog poo, street lighting
Playing the role of concerned citizen
Playing the role of Council Clients
Playing the role of Council Dependents
Residents contact the council playing different roles
Copyright © 2007 Vangent, Ltd. All Rights Reserved. 5
Empathy
Customers highlight many salient service values
Polite
Friendly
Professional
Ownership & follow-up
Understanding
Helpful
Going that extra mile
Informed
Knowledge
Efficiency
EmpathyFlexibility
Caring
Patient Communication
Communication
Personalised Service
Understanding you
Willingness to help
Consideration
TruthfulnessHonesty
Valued
Feeling important
Intelligent staff
Adaptable Staff
Accountability
Retaining Information
Quick prompt feedback
Keeping to appointment
Staff training
Consistent service Aware of history and area
Respect
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Harder more process oriented interactions
Small Business Owner
High End Professionals
Limited choice
Working Families
Tech Savvy & New Movers-In
Customer service values based on in-depth interviews
Softer more emotional
interactionsEfficiency & Knowledge
Empathy & Respect
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APPEAL OF ONE STOP SHOP• Complex problems• Not confident in solving query• Need re-assurance• Accountability
APPEAL OF ONLINE• Require little interaction
with council (person)• Straight forward
queries• Best for time poor
APPEAL OF CONTACT CENTRE• Convenient (24x7)• Require some re-assurance and
interaction (empathy)• Better for time poor
Why do customers choose the access channel to contact Southwark?
Convenience
Level of interaction
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Reducing Avoidable contact via Customer InsightMeasuring
> Capture nature of customer interaction at very granular levels,> Service Definition Hierarchy based on ESD Toolkit (4 levels);> Housing - Environment Services
- Housing Repair - Domestic Waste Services- Plumbing - Wheeled Bin Request
- Leaking Tap - New or Replacement Bin
Managing> Analyse customer interactions to understand trends> Develop new service delivery based on broad understanding of
customer request trends
Improve Customer Service via high level of engagement > Daily reminders via SMS, > Weekly follow-up surveys,
- 400 – 500 completed each week via phone> Monthly Face-to-Face meetings with Customers,> Quarterly Customer Satisfaction surveys by Independent 3rd party> Annual Stakeholder Conferences
Copyright © 2007 Vangent, Ltd. All Rights Reserved. 9
Reducing Avoidable contact via Service DesignRepairs Control Centre (RCC)
> Customer’s preference first – what appt. convenient for them> Proactive follow-up reminders via SMS & post> Process review to identify and address service failures> Empower staff to make sensible decisions to facilitate service
delivery> Customer insight via follow-up surveys
One Touch> Analyse customer contact trends> Design service around customer interactions> Streamline processes and develop intelligent e-forms> Proactive offering of services that customer is likely going to need> Build case mgmt. to retain customer provided info (evidence)
Tell Us Once (TUO) – Pilot for Bereavement services> Analyse required processes and focus on customer journey> Context based data capture and processes to re-use data
- Internal to Southwark Dept’s (Housing, Benefits, CTax)- External to Southwark (DWP, HMRC, GRO, DVLA, PCT)- 3rd Party (Sector) referrals for advice & guidance
> Customer follow-up and assistance with next steps
Copyright © 2007 Vangent, Ltd. All Rights Reserved. 10
One Touch
Triggered by life events (new Benefits Claim, Movers In etc)Collection of data & evidenceServices covered
Housing and Council Tax BenefitCouncil Tax RegistrationElectoral RegistrationParking Permit Application
No signature for passported claimsSystem Integration – secure handling of dataAppointment or Home visit where necessaryExperienced staff on front lineVerification of evidence – proofs scanned and stored electronically
Library Card ApplicationWheelie bin and/or recycling boxFree School Meals ApplicationClothing Grant Application
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Offers Pension Credits
Benefits
Parking ApplicationBlue Badge
Electoral Registration
Was
Current Delivery
Customer needed to contact Council multiple times with the same information
CSC promotesmultiple services based on Customer’s shared data and entitlements Electoral Registration
Benefits
Blue BadgeParking Application
CSC
One Touch
Council
Pension CreditsChange in circumstances or Policy initiates a contact from CSC to Customer for new benefits/service applications
Electoral Registration
Benefits
Blue Badge
Parking Application
CSC
One Touch
Vision
One Touch brings the Services to the Customer
proactive
Copyright © 2007 Vangent, Ltd. All Rights Reserved. 12
One Touch Dashboard
‘One Touch’ is a tool that has been specifically developed to be flexible to handle a variety of customer’s needs and powerful enough to process
multiple transactions in a single telephone call
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Reporting on National Indicator 14
Understanding the nature of the customer’s request (including by what channel)
> Customer insightCapturing the interaction for review to establish baseline data (CRM or Call logging) Analyse trends to better understand why customer contacted via that channel and how the contact could have been avoided if at all possibleDevelop reactive solutions and measures (RCC)Innovate proactive solutions and measures (One Touch & TUO)Review service delivery approach with aim to streamline the process & empower front line staffReview and repeat the above approach
Copyright © 2007 Vangent, Ltd. All Rights Reserved. 14
Randy HarrisChief Operating OfficerVangent Limited Cottons Centre, 4th Floor West London SE1 2QG (o) 020 7939 3616(m) 07921 282 [email protected]
Bermondsey One Stop ShopBermondsey One Stop Shop
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