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Six Step Strategy for Channel Shift Success Understanding your customers and designing a user centred strategy Mapping your channels to reduce costs and drive efficiency Case studies to maximise the return on investment Re-engineering your processes Dave Witts Dave Witts, Transformation Practitioner, GOSS Interactive. The only way to move customers to online channels is to deliver a superior web experience. Our specialist consultants work with organisations across the UK to develop, implement and extend web strategies that deliver better customer service at the lowest cost.
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Six Step Strategy for Channel Shift Success
Dave Witts (GOSS) + Client Case Study 26th September 2013
Agenda
• Introductions and Scene Setting
• GOSS’ 6 Steps to Channel Shift Success
• Q & A
Survey run by iGov Survey
Base on 514 unique responses as of 25th Sept ‘13
GOSS Channel Shift Survey – Sept ’13 - DRAFT
Survey run by iGov Survey
Base on 137 unique responses as of 25th Sept ‘13
GOSS Channel Shift Survey – Sept ’13 - DRAFT
Survey run by iGov Survey
Base on 168 unique responses as of 25th Sept ‘13
GOSS Channel Shift Survey – Sept ’13 - DRAFT
How do you deliver channel shift?
Customer/Insight
How do you deliver channel shift?
How to understand
your customers?
Users aren’t the same
So what is a Persona?
10
Fictional person
So why create them?
11
Personas
Engagement Workshops
Interviewing the Personas 1. Each team will have 5 minutes per Persona
2. Understand their requirements
3. How might you shift them to alternative channels?
Breakout session • 10 minutes to prepare questions
• 40 minutes to interview and document
• 30 minutes for all to present back (after lunch)
• 3 main key observations
Persona Exercise
How do you deliver channel shift?
Customer Strategy
Customer/Insight
How do you deliver channel shift?
How do you deliver channel shift?
Channel Insight
Customer Strategy
Customer/Insight
Customer Channel Insight
How do you deliver channel shift?
20
Channel Shift @BasildonCouncil
Gathering the Numbers
Andrew Pickess
Corporate Systems Manager
Proposed savings – Pre Metrics
Metrics Gathering Exercise
Channel Metrics – Post Metrics
24
How do you deliver channel shift?
Channel / IT Strategy
Channel Insight
Customer Strategy
Customer/Insight
How do you deliver channel shift?
How do you deliver channel shift?
Channel / IT Strategy
Channel Insight
Customer Strategy
Customer/Insight
Channel Improvements
How do you deliver channel shift?
Understand it
Content Review
Information
Architecture (IA)
Navigation
Wireframe development
Review it
Usage analysis
A/B multivariate testing
Goals and Funnels
Satisfaction surveys
Implement it
Graphical Design
Analytics design
Build and Deploy
User Testing
Discover it
Stakeholder workshops
Focus groups
Depth Interviews
Task analysis
Demographics
Scenarios of use
Develop Personas User Centred
Design
How to understand your customers?
How do you deliver channel shift?
Process Improvements
Channel Improvements
Channel / IT Strategy
Channel Insight
Customer Strategy
Customer/Insight
How do you deliver channel shift?
That’s how you deliver channel shift!
Process Improvements
Channel Improvements
Channel / IT Strategy
Channel Insight
Customer Strategy
Customer/Insight
More information on how GOSS can help your
Channel Shift project
www.gossinteractive.com/channel-shift
