Customer Access - Improvement Service

14 December Page 1How to build up website take-up

Best practice and networking eventHow to build up website take-up (14 December 2010)

How to build up website up website take-up


Introductions

• Martin Greenwood,Socitm Insight programme manager

• Terry Madgwick, Socitm Insight project manager for website take-up service

• Vicky Sargent, marketing adviser

• plus our guest speakers


Welcome

• Twitter hashtag #WTS1210

• Welcome to our viewersFixed camera onlyE-mail questions and comments to

[email protected] in your views during or after event

• Your views on our service (printed yellow)


Programme for morning

1. Channel shifting for dummies (Tim Rainey, Assistant Chief Executive ,Tameside MBC )

2. Future of DirectGov (Cabinet Office)

3. An open source website (Fil Thurlow. Bolsover DC)


Programme for afternoon

4. Exploiting Google Analytics (Russell Sutton, MD Conversion Works)

5. Socitm’s web professional scheme (Ellen Jessett, Head of Membership, Socitm)

6. Website take-up service in 2011 (Terry Madgwick, Socitm Insight)

14 December Page 6

Customer access research study

Early in New Year we will be publishing a report

on customer access and channel shift

We will continue to seek and publish examples of

good practice in customer access.

If you think you have a good story, or know

someone else who has, please contact

[email protected].

How to build up website take-up


Since our last seminar in Birmingham.….

• Comprehensive Spending Review (CSR)

• Review of DirectGov (Martha Lane Fox)

• But first.................

14 December Page 8

Impact of severe weather (last week in Nov)


14 December Page 9

Increase in unique visitors(2010 cf with 2009)End of Nov/early Dec

• Monday up 84%

• Tuesday up 166%

• Wednesday up 145%

• Thursday up 136%

• Friday up 74%

• Saturday up 35%

• Sunday up 61%

Total up 109%How to build up website take-up

14 December Page 10

Review of Directgov

Public services should be delivered online or by

other digital means. The report, and the

Government’s initial response, argues for a

channel shift that will increasingly see public

services provided digitally ‘by default’

Revolution not evolution

Martha Lane Fox

UK Digital Champion

23 November 2010


14 December Page 11

Letter from Senior Building Control OfficerWarwick DC

...................................

Should you wish to discuss the current situation

of your application or to arrange a

progress/completion discussion inspection, please

telephone or email me. Alternatively you can

book an inspection online using the Building

Control Register at www.warwickdc.gov.uk


14 December Page 12

Home page


14 December Page 13

Home page >>‘Book it’ page


14 December Page 14

‘Book it’ page to ‘Online services’


14 December Page 15

‘Online services ‘ to ‘Building regulations applications’ (Also found via ‘search’)


14 December Page 16

A to Z entry for ‘Building regulations’


14 December Page 17

Lessons to learn from Warwick DC example• Communications do not assume online as default• Terminology inconsistent (letter cf website) – is it

‘building control’ or ‘building regulations’?• Not easy to find transaction• Site search does not throw up ‘inspection’• Search register via full address, not postcode

None, perhaps, are major errors, but whole

experience is rather confusing



14 December Page 19

What are the barriers to maximising self service?

• Clearly, design of the whole customer journey

• ‘Many will never use self-service?’ some say


14 December Page 20

Changing age profile of web visitors

Over 65s Percentage of total visitors

• October 2005 1.53%

• October 2010 11.98%


14 December Page 21

Is channel shift a corporate objective?

Compare results of two online services where

national statistics are available:

• Schools admissions (England only)• Planning applications (England and Wales)


14 December Page 22

Online school admissions

Top 10 (% online)

• North Somerset 99.2

• Gloucestershire CC 94.7

• Devon CC 92.2

• Cambridgeshire CC 92.2

• Hertfordshire CC 87.8

• Bath & NE Somerset 85.7

• Somerset CC 85.5

• Surrey CC 83.8

• Plymouth City 83.4

• East Riding 82.9

Bottom 10 (% online)

• Walsall MBC 8.7

• Medway 7.7

• Sandwell MBC 7.3

• Liverpool City 6.8

• Thurrock BC 6.6

• Cumbria CC 6.3

• Blackburn with Darwen 5.7

• North Tyneside MBC 5.2

• Newham 3.0

• Wirral MBC 0.0


14 December Page 23

Online planning applications

Top 10 (% online)

• Ealing 107.3

• High Peak 92.7

• Hastings 91.2

• Enfield 81.3

• Stoke on Trent 80.6

• Hinckley & Bosworth 80.6

• Dacorum 79.5

• Guildford 79.1

• Richmond 73.4

• Oadby & Wigston 68.9

Bottom 10 (% online)

• Oswestry 14.2

• South Shropshire 13.2

• Neath Port Talbot 13.1

• Blyth Valley 12.7

• Swansea 12.2

• Tunbridge Wells 11.9

• Chester-le-Street 10.9

• Blaenau Gwent CBC 10.6

• Caerphilly CBC. 9.8

• Chiltern 0.0


14 December Page 24

Online school admissions and planning applications (out of 125 councils)

Only councils in upper quartile of both

• Blackpool BC• Derby City• Dudley MBC• East Riding of Yorkshire• Hackney• Richmond• St. Helens MBC


14 December Page 25

Online school admissions and planning applications (out of 125 councils)

• 7 councils (5%) in both upper quartiles• 43 councils (34%) in one upper quartile

• 28 councils (22%) below the median in both

• Remaining 47 (39%) councils in between


14 December Page 26

Is channel shift a corporate objective?

Only in a very few cases, it seems

Another test is ability to measure impact


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Can your council report impact of channel shift?


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Can your council report impact of channel shift?

In November we invited councils for information

about customer contacts via phone or face-to-

face, esp breakdown by main service areas.• Only 12 out of 19 provided any information about

both these channels• In only four cases were categories ‘mostly the

same’• So, where data collection exists, it is done in silos!


14 December Page 29

Example of strong corporate commitment to all service managers

… how will we increase self-service?• It’s built into our future shape design

• We will charge fairly and recover costs

• It will be easier to self-serve

• It will often be cheaper

• We will heavily market self-service (helping us help you)

• Local face-to-face customer service centres will help people make the move to self-service

Director of performance, Sheffield City Council


14 December Page 30

Q4 What was your main purpose for coming to the website today?

• Make a payment 4.00%

• Make a booking 1.74%

• Report a problem 2.45%

• Request a service 3.95%

• Make an application 4.33%

• Find information 58.73%

• Just browsing 13.13%

• Other 11.67%

30

14 December Page 31

Q4 What was your main purpose for coming to the website today?

• Find information 58.73%

3.5x

• Complete a transaction16.47%

• Just browsing 13.13%

• Other 11.67%

So, focus as much on information requests ason services

31

14 December Page 32

Lessons from survey into online services for schools (DfE)

Overall rating of information

about schoolsThe exceptions (very good):

• Central Bedfordshire

• Kingston

• Leicester City

• North Yorkshire CC

• Solihull MBC

• Surrey CC

• Tameside MBC


14 December Page 33

Lessons from survey into online services for schools (DfE)

Correlations between success and

• promotion on home page • ease of finding from home page • overall provision of information

This suggests poor understanding of what is

important in terms of achieving efficiency


14 December Page 34

Better connected reviewer comments

Appeals

Making an appeal after an

application is probably a pretty

regular thing where schools get

oversubscribed. I was amazed

at how often the appeals

content (when present!) was in

a different part of the education

section rather than grouped

with admissions information

Home page promotion

This is crucial in my opinion. If

there was no home page link

very often I struggled to find

information about admissions,

even via navigation. Given that

we’re likely to be more patient

than parents, this underlines

the need for effective home

page promotion


14 December Page 35

In conclusion

• Design of the customer experience is critical• People’s behaviours do change over time• Promotion of the online service also matters• Focus on information as well as the transaction

Most important of all,

• Corporate commitment is now essential


14 December Page 36

• Any comments ?


Technology

Customer Access - Improvement Service