HE Seminar

Derek RossDerek Ross

Director of Operations and Customer Services

20th March 2013

Overview of Academic Year 2012/13

• Over 1.1 million applications received

• All core operational targets achievedAll core operational targets achieved

• Over 91% of calls answered

• Over 99% of ‘on time’ applications paid before start of their course

• Over 40,000 DSA Applications

• Launch of part time fee loansLaunch of part time fee loans

Overview of Academic Year 2012/13

• Introduction of new attendance confirmation processes

• Increased fee levels

• Knowledge management tool rolled out

• Introduction of new style online application for part time

• Step Change in customer satisfaction

2013/14 – Current Position

• Launched later than AY12/13

• Forecast same level of applications as last yearForecast same level of applications as last year

• Around 28% (280,000) of applications already in

• 78% (218,500) of these are already processed

• No early concerns

2013/14 – Challenges Ahead

• Introduction of 24+ fee loans

P t ti t• Part time returners

• Lack of clarity around forecasted volumes for part time• Lack of clarity around forecasted volumes for part time

• Welsh modernisation

SLC Strategic Priorities

Transforming SLCTransforming SLC

Sustaining our Business & systemsg y

Delivering change

Serving our customers

Managing our peopleManaging public moneyg g p y

SLC Transformation Programme: How will it be delivered?

Transformation Programmeg

Core Systems Replacement

Digital Delivery

Business Improvements

OrganisationDesign

What is “Digital Delivery”?

• A programme of work to deliver a new customer experienceA programme of work to deliver a new customer experience

• Aligned with government strategy

– “Digital by default” – online self-service the main channelDigital by default online self service the main channel

– “Assisted digital” – help customers to help themselves

• Begin by replacing the online applications & self serviceBegin by replacing the online applications & self service

• Move on to look at:

– Mobile access (e g application tracker)Mobile access (e.g. application tracker)

– Excluded groups (e.g. DSA & EU)

– Repayment servicesRepayment services

– UCAS integration, removal of signatures…

What is the goal of the new solution?

“Improve customer satisfaction while simultaneously decreasingwhile simultaneously decreasing

the number of incorrect/incomplete online applications and minimisingonline applications and minimising

the level of assistance required h h h ”throughout the process”

DIGITAL BY DEFAULT Key aspects from Martha Lane Fox Letter to

Francis Maude…Francis Maude…Martha Lane Fox Recommendation Digital Delivery Commitment“Make Directgov (GOV.UK) the government front end for all departments' transactional online services to citizens and businesses “

All new application services being released through GOV.UK website and meeting design requirements

businesses

“focus on improving service quality for citizens and delivering significant cost savings from service simplification and a shift to digital only services “

Through our customer focussed design (User Experience Testing) we are simplifying the digital service and expect to save £1.77m per annum in avoidable calls

opening up of Application Programme Interfaces (APls) to third parties.

We are currently looking at improving our integration (through APIs) with both UCAS and HMRC

“the time is now to use the Internet to shift the lead in the We are challenging policy where possible to simplify thethe time is now to use the Internet to shift the lead in the design of services from the policy and legal teams to the end users.“

We are challenging policy where possible to simplify the customer journey – this is balanced however by the returns the Exchequer may make from some policy that isn’t necessarily user friendly.

“A new central commissioning team should take responsibility for the overall user experience on the government web estate…“

We have had our screen designs reviewed by Government Digital Services and by virtue of being the first large complex transactional system are providing insight to the GDS team on design outcomes

“…develop a single shared, more agile, suite of web services. “

We have adopted an Agile methodology within Digital Delivery (now embedded) and are rolling the practices out across other delivery teams

USERS VOICE

“It was awful, none of the options work properly. I've had to submit it anyway because of the deadline tomorrow. E ti I h t i dEvery option I have tried to do doesn't work properly.”

“ h d th t t k“…why do they want to know household income? Why do they want to know if you're going to be living at home or not living at home? Does that mean they will help towards the cost of living away? I don't know do you get that help?”don't know – do you get that help?”

“I'm, like, really baffled. It makes me feel a bit

“Because the button that allows me to change which course I wanted to apply to in some form of sick

It makes me feel a bit stupid. I don't know, it's not worded very well.“

in some form of sick practical joke was grayed out. I couldn't make any changes.”

WHAT MEASURES DIGITAL DELIVERY SUCCESS?

• Feedback from User Experience Testing

• Online satisfaction surveysT ki b f l i t i d

User VoiceUser Voice• Tracking number of complaints raised

against application• Insight from analytics running on the

systems

Goal: Improve customer satisfaction

• Decrease in volume of calls by call reason per application

Cost of contactCost of contactGoal: Minimize level of reason per application

• Tracking of associated financial impact

Goal: Minimize level of assistance required

throughout the process

• Review volumes of chaser letters• Measure incorrect applications and

evidence sent

ProcessingProcessingGoal: Decrease the

number of incorrect or evidence sentincomplete online apps

USER EXPERIENCE TESTING – Example of how our design has improved through UXT…

June

August

October

HOW DID WE DO?“Improve customer satisfaction while simultaneously“Improve customer satisfaction while simultaneously decreasing the number of incorrect/incomplete online applications and minimising the level of assistance throughout the process”

Applications build on old system

Applications build on new system

the process

y• 61.4% of users dissatisfied with

application

y• 82% of users satisfied with

application

• 3.6 calls per application • 2.5 calls per application

Happier customers

Lower support costs

This is just the beginning...

80% OF USERS SURVEYED AGREED

120%11% DID NOT AGREE

80%

100%80%82%83%80%

77%

60%

20%

40%

0%

Site is Got what they Likely to Satisfied with Have excellent7% 14% 12% 10% 12%

Site is trustworthy

Got what they needed

Likely to recommend

Satisfied with application

Have excellent opinion

83% OF USERS SURVEYED GAVE A POSTIVIVE RATING

10% GAVE A NEGATIVE RATING120%

80%

100%

84% 80% 82% 85%

60%

80%

40%

20%

0%

Information Layout Ease of use Overall10% 7% 13% 11%