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Customer Insight and Segmentation

Anthony Bamford

Head of Customer Insight@akbamford

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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

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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!!!

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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?

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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?

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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?

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Customer needs have changed

What time of day do you use the internet?

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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

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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?

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The recommendations from the Review of DVLA have given the Agency a requirement better understand its customers and how they use our services

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

Need to understand what our customers need from future services

Customer Experience Mapping and Segmentation

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What have we found?

It’s all about choice

Customers do not want to be ‘segmented’

“I thought you were brilliant, but then my expectations were low, so maybe you are just average”

When things go well, the service is good. When things go bad, the service is awful.

All age groups – high use of internet

Over 60s – happy using internet, but like to have reassurance

Under 25s – non-internet users, higher than expected

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Map the user journey from the customer perspective

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

Next steps for us

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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

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ANY QUESTIONS?