Customer Insight and Segmentation

Anthony Bamford

Head of Customer Experience and Research @akbamford

Preferences are changing

Customer contact preferences are changing

We now want customer contact through digital channels

Try to deliver the information to customers where they want it

Customer expectations of response times is a lot faster

Customer needs have changed

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

2%3%3%

10%

82%

Online E-mail Phone At the Post Office® By post

How do you prefer to transact with DVLA?

Customer needs have changed

0%

5%

10%

15%

20%

25%

30%

5%

13%

29%

16%

19%

16%

3%

0 to 1 hours/week

2 to 4 hours/week

5 to 6 hours/week

7 to 9 hours/week

10 to 20 hours/week

21 to 40 hours/week

Over 40 hours/week

On average how many hours a week do you use the internet?

Customer needs have changed

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

1%1%

5%5%

27%

32%

46%47%

Laptop

PC

Tablet

Smartphone

iMac

Mac Book

Other

via games console

What is your preferred method of accessing the internet?

UK Online Time

60% of people owning a smartphone are able to

connect to the web.

Tablet ownership

has increased

by 9% since 2013.

16% of internet traffic does not come from Laptop or PC – This is expected to

increase!

85% of the UK population have used the Internet!

UK citizens spend on average 289 minutes a day on the web…that’s only 11

minutes shy of 5 hours!

Of these 289 minutes, 61 minutes are used for social

networking!!!

Why do customers contact us

2.75m contacts asking How do I do that?

300,000 contacts from people chasing where their application is

192,000 contacts from people needing help to fill in their form

684,000 contacts from people who haven’t received their document

Simpler | Better | Safer

Information issuesCustomer is unable to find what they need or when they find it they don’t understand it

Complexity of information, need for simpler processes

Progress chasingMeet or manage customer’s expectationsProcess improvements

Transactional issuesEither we or the customer has not handled the transaction correctly

Where is the potential for reduction?

The recommendations from the Reilly Review have given a requirement for the Agency to better understand and document its customer segments and how they use our services

The understanding of this baseline will help define and inform the delivery of service improvement

An understanding of what our customers require from future services

Customer Experience Mapping and Segmentation

Customer Experience Mapping and Segmentation

Analysis of the customer’s end to end experience of product or service

Look at all DVLA services and the customer segments that use them

How does customer experience differ for each segment?

Understand what the customer thinks can be done differently to make the experience better

Taking note of all “TOUCH POINTS” and “MOMENTS OF TRUTH”

Supplement this with quantitative research and data from customer feedback

Map the user journey from the customer perspective through qualitative research such as Focus Groups and Depth Interviews

Deliver a complete set of User Experience Maps for each service by customer type

We will document the current user experience for every service and this will be broken down by each customer segment and type.

Customer Experience Mapping and Segmentation

The customer segment groups will be based around, consumer, commercial, government and staff

SUMMARY

Establish what the customer needs

Use Voice of the Customer to get the data

Establish root cause and impact

Involve the customer in developments

Must have senior support to be successful

Keep it simple

ANY QUESTIONS?